Young people learn pottery in Phuoc Tich, opening up expectations for continuity and innovation for the craft village.

Community paving the way

The strength of the community is demonstrated through the project “Heritage Footsteps” initiated by the Vietnam Science and Technology Entrepreneurship Fund (SVF). More than 6,800 people participated, creating more than 407,000km on the running platform, contributing 1 billion VND to the heritage support fund. This is not only an impressive number, but also demonstrates the spirit of the society accompanying the heritage. People have done their part, and the next step is the responsibility of the government, businesses and professional organizations to turn that support into sustainable results.

A survey in Hue shows that the traditional craft identity still retains its value. Phuoc Tich pottery uses traditional techniques, Bao La bamboo weaving retains the spirit of craftsmanship, Marie Company with its handicraft products still exudes the skillful skills of the craftsmen. This is the foundation for the formation of creative cultural products with their own mark, capable of participating in the large market.

Opportunities are more evident when many forces join hands. Enterprises, banks, start-up organizations and the government have joined the consultation process. At the Conference "Implementing innovation projects on heritage, promoting creative cultural industries, developing a sustainable future" on September 16, Ms. Tran Thi Thuy Yen, Deputy Director of the Department of Science and Technology, said that the image of craft villages is now not only associated with the elderly but also has the increasing participation of young people with new ideas and actions. The appearance of the young generation is the wind that creates conditions for traditional crafts to have more opportunities for sustainable development.

However, there are still many concerns. Phuoc Tich pottery village, despite investment in infrastructure, still faces difficulties in output. Bao La has made many efforts to improve but has not yet found a stable distribution channel. Ms. Duong Thi Thu Truyen, Deputy Director of the Department of Tourism , gave the reason: For a long time, the locality has had many ideas, but lacked specific actions. She emphasized the need for at least one or two craft villages that can actually make a living from their products to serve as models.

Brand determines vitality

Field surveys and consultations have painted a multi-dimensional picture. Mr. Truong Thanh Hung, Vice Chairman of the National Advisory Council for Innovation and Entrepreneurship, said that turning artisans into entrepreneurs is unrealistic. According to him, the right solution is a combination of forces, in which artisans preserve the spirit of the craft, while entrepreneurs and experts take on the role of market, product and brand.

Ms. Nguyen Nha Quyen, SVF’s Operations Director, affirmed that innovation based on heritage is only meaningful when all parties are connected. According to her, heritage needs to be seen as an ecosystem, where artisans, entrepreneurs, managers and the community work together to transform cultural values ​​into socio-economic strength. This is not only a way to preserve but also the only way for heritage to truly live.

The biggest bottleneck is the brand. Ms. Le Thu Hien, Founder & CEO of Legacy Brand, strongly believes that craft villages must survive on orders and not just on memories. Without a brand, products will only be small souvenirs, making it difficult to create a larger value chain. Brands and orders are the truest measure of existence.

Weak production and marketing capacity is also a challenge. Mr. Nguyen Bao Quoc, a member of the National Advisory Council for Innovative Startups, pointed out that establishments are often passive when faced with large orders, lack pricing and marketing skills, and have not yet built a creative data warehouse. Therefore, products are easy to repeat, difficult to compete, and artisans' income remains unstable.

Article and photos: DINH VAN

Source: https://huengaynay.vn/kinh-te/nong-nghiep-nong-thon/lang-nghe-phai-song-duoc-bang-don-hang-158503.html