Hanoi promotes contemporary crafts through traditional village heritage

A new initiative aims to foster contemporary handicraft products, bringing the heritage values of traditional craft villages closer to modern markets and everyday life.

On June 13, at Vincom Mega Mall Royal City, the Hanoi Department of Culture and Sports, in collaboration with the Architecture Magazine under the Viet Nam Association of Architects, launched the program “Developing Contemporary Crafts Based on Traditional Craft Village Heritage” as part of the Hanoi Creative Design Festival 2026.

The initiative seeks to establish collaborative models linking artisans and traditional craft villages with designers, artists, universities, businesses, and the wider creative community. The goal is to develop handicraft products that preserve Vietnamese cultural identity while meeting the needs of contemporary lifestyles.

Speaking at the opening ceremony, Mr. Pham Tuan Long, Director of the Hanoi Department of Culture and Sports, noted that Hanoi is home to around 1,350 villages engaged in traditional crafts, including more than 300 officially recognized craft villages, making it one of the country's richest ecosystems of traditional handicrafts. He emphasized that heritage preservation must go hand in hand with innovation so that traditional values can continue to thrive in a changing social and economic context.

According to the organizers, many craft villages are facing challenges in product innovation and market expansion, while designers and creative practitioners often lack opportunities to access traditional knowledge and artisanal techniques. The program is expected to bridge this gap by encouraging artisans and designers to jointly research and develop new products rooted in cultural heritage.

The first activity under the program is the “Creative Matchmaking Market”, held on June 13–14. Unlike conventional craft fairs, the event is designed as a collaborative platform that promotes long-term partnerships between artisans and the creative community. Featured activities include “Betel Invitation and Creative Exchange”, the “Creative Kẻ Chợ Hub”, and a panel discussion titled “Reimagining Vietnamese Souvenirs”.

On this occasion, the organizers also launched an Open Call for innovative ideas, inviting individuals and organizations to help build a sustainable ecosystem that connects traditional craft villages with contemporary design. Selected projects will receive financial support, professional mentoring, market access opportunities, and the chance to showcase their products at the Hanoi Creative Design Festival 2026.

Minh Hanh