Conquering Global Markets through Cultural Storytelling

In its efforts to boost exports, Vietnam has reached a historic milestone with agricultural export turnover hitting USD 60 billion this year. Contributing significantly to this impressive achievement are handicrafts and OCOP products (“One Commune, One Product”), which are gradually making inroads into international markets.

Handwoven tussah silk, for instance, is typically reserved for those with refined taste and is hardly suited for mass production. Each silk piece takes 90 meticulous days to complete, requiring nearly 20 stages - from silkworm raising, fiber reeling, and weaving - all crafted with care by the weathered hands of skilled artisans. (Photo: FB Hanhsilk)

According to Mr. Nguyễn Minh Tiến, Director of the Agricultural Trade Promotion Center (Ministry of Agriculture and Rural Development), one key factor that helps handicrafts and OCOP products win over international customers is the rich cultural narratives embedded in each region's traditions. These stories, when creatively showcased in trade promotion events, leave a deep and lasting impression on global consumers.

At the end of 2023, Vietnam made its debut at the world’s largest handicraft exhibition in Milan, Italy, featuring OCOP and artisanal products. Immediately after the event, items such as silk, bamboo, and rattan weaving captured the attention of international buyers and received initial orders.

Foreign visitors discover Nam Cao’s tussah silk village through its traditional cultural stories (Photo: FB Hanhsilk)

Today, trade promotion efforts go beyond traditional fairs and exhibitions. They now integrate cultural events to maximize reach and resonance. Social media platforms are also playing a vital role. Since 2023, the Agricultural Trade Promotion Center has partnered with TikTok Vietnam to launch the OCOP Online Fair, generating strong digital engagement.

Moreover, craft village artisans have begun sharing their stories on digital platforms like YouTube, Facebook, and TikTok. These stories, rich in culture and local identity, not only help products reach global markets but also connect with overseas Vietnamese communities across Europe, the U.S., and Japan.

To further expand access to international markets, the Center has also signed a strategic partnership with ViettelPost to explore cross-border e-commerce. In the near future, more promotional programs showcasing OCOP and handicraft brands will be launched worldwide, reinforcing the global presence of Vietnam’s agriculture and cultural heritage.

Source: An Thảo / doanhnghiephoinhap.vn