Bringing bamboo dragonflies to the digital platform.
Located west of Hanoi , Thach Xa village (formerly Tay Phuong commune) has long been known for its bamboo dragonfly craft. While not a village with a long history, this product has established a firm place in the souvenir market. The unique feature of the bamboo dragonfly lies not in its elaborate design, but in its ability to balance on a small support, requiring almost absolute precision in every step of the crafting process.
Bamboo dragonflies are a signature product of Thach Xa village.
The family of Mr. Do Van Lien (61 years old) and Mrs. Nguyen Thi Xoan (60 years old), owners of the Lien Xoan bamboo dragonfly workshop, is one of the households that have been involved in the craft since its early days. According to Mr. Lien, their connection to the craft began with a very simple situation.
"I've been making this product since 2001. Back then, my family sold souvenirs, and a customer brought in a balancing toy. I borrowed it to examine it and then figured out how to make one myself," Mr. Lien said.
What started as an experimental product has gradually become the family's main source of income, while also opening up a new livelihood for many households in the village.
Mr. Do Van Lien's family is one of the households that have been involved in the craft since its early stages.
In the early stages, production and consumption were small-scale. Products were mainly sold directly to tourists or through intermediaries. Product promotion relied entirely on word-of-mouth, resulting in limited brand recognition.
"In the past, I only made and sold on the spot, so few people knew about it. I only sold what I produced," Mr. Lien said.
The change has become increasingly apparent in the last decade or so, with the development of digital technology and the rise of social media platforms. Not only have mass media outlets like newspapers and television contributed to bringing the image of bamboo dragonflies closer to the public, but the producers themselves have gradually become involved in the promotional process.
"Thanks to promotion by newspapers, television, and social media, people have become aware of the craft village," Mr. Lien shared.
Many families with young people promoting products online have created a new channel of reach, helping products move beyond the local area.
Currently, Mr. Lien's family is experimenting with selling their products on platforms such as Facebook, TikTok, and Shopee. These are popular e-commerce and social media channels that allow producers to directly reach consumers without intermediaries.
Young people are participating in selling and promoting products on digital platforms.
Mr. Do Van Kien (32 years old), Mr. Lien's son who is currently in charge of the online business, said that bringing products to digital platforms has attracted a lot of attention.
"Selling on TikTok Shop and Shopee has allowed me to reach many customers, so wholesale orders in large quantities have started to become popular," Kien said.
According to Kien, the transition from a wholesale to a retail model requires time to reach customers, build trust, and establish brand positioning.
One notable aspect is how the product "tells its story" in the digital environment. Instead of simply posting images of the finished product, many videos documenting the crafting process, from selecting bamboo and shaping the body to adjusting the weight and painting, have attracted viewers' attention.
"Just posting the product makes it difficult to compete. Viewers want to see the process, how much work it takes," Kien said.
This visually appealing content not only serves sales purposes but also helps convey the handcrafted value of the product.
The behind-the-scenes processes are "told" on digital platforms.
The spread of products on digital platforms has also changed customer perceptions. According to Ms. Nguyen Thi Xoan (Mr. Lien's wife), the number of customers visiting the establishment after seeing information online is increasing, including many international customers.
"Foreign tourists see it online and then come to us. They not only buy it but also want to make it themselves, asking very detailed questions about how to make it," Ms. Xoan said.
In response to this demand, Mr. Lien's family has developed an additional service: hands-on experience making bamboo dragonflies. This model combines production and experiential tourism, allowing visitors to directly participate in some simple stages of the process.
"Previously, my family only produced and sold the goods, but in recent years we've added experiential services so people can experience the craft firsthand," Mr. Lien said.
These hands-on sessions usually attract a large number of students and foreign visitors. Participants are guided on how to carve, assemble the wings, and test the balance of the product. This activity is not only entertaining but also helps participants better understand the meticulousness involved in each step of the process.
"Some groups of students participated in the experience with great enthusiasm because they got to do it themselves. After finishing, they brought it home as a souvenir," Ms. Xoan shared.
Ms. Nguyen Thi Xoan directly produces bamboo dragonflies.
From a market perspective, bringing products to digital platforms combined with experiential services has contributed to expanding distribution channels and increasing value. However, this process remains largely spontaneous. Each household operates independently, lacking a synchronized approach in building a common brand for the craft village.
“Our business is still in the testing phase and hasn’t invested systematically yet. We hope to reach more customers in the future,” said Kien. This shows that, although technology opens up great opportunities, effective utilization still depends on the organizational capacity and long-term strategy of each establishment.
Preserving the craft in the face of succession pressure.
While market expansion is showing positive signs, the bamboo dragonfly-making craft in Thach Xa (Tay Phuong Moi commune) faces a fundamental challenge: a shortage of future labor. This is not a new problem, but it is becoming increasingly evident in the context of increasingly diverse job opportunities outside the craft village.
According to Mr. Lien, the nature of the profession is that the work is light and doesn't require a large capital investment, but the income is not high. "I've been involved in this profession for over 20 years, primarily for economic reasons, and secondly because I produce products that people are interested in. But the income from this profession is not as high as many other jobs," Mr. Lien said. This low income is the main reason why many young workers choose to leave the village or switch to other jobs with more stable incomes.
The reality at Mr. Lien's family business shows that the current workforce mainly consists of middle-aged and elderly people. They are long-time employees with the experience and meticulousness necessary to produce high-quality products. "Most people working in this profession today are older. Young people usually choose other jobs with higher incomes," Ms. Xoan stated.
The process of shaping bamboo requires a high degree of precision and is still mainly carried out by older workers.
The shortage of young workers not only affects the scale of production but also poses a challenge to the long-term sustainability of the craft. According to Mr. Lien, making a standard bamboo dragonfly is not a simple task.
"This job looks simple, but it requires practice. From selecting the bamboo and shaping it to adjusting it, everything has to be precise. Just a slight deviation and it won't stand," Mr. Lien said. The apprenticeship process demands time and patience, something not every young person is willing to pursue.
In this context, the participation of the younger generation still exists, but in a different form. Kien, Mr. Lien's son, does not directly produce but takes on the role of connecting to the market through digital platforms.
"It's not necessary to be directly involved, but you can support the family in sales and promotion," Kien said. This way of participating reflects a new trend in the craft village, where the role of young people shifts from production to activities related to technology and the market.
Businesses are starting to reach customers through digital platforms instead of just selling directly.
However, according to Mr. Lien, the core element of the craft still lies in the craftsman who directly makes the product. "Bamboo dragonflies must be made by hand; each one must be carefully adjusted. It cannot be replaced by machinery," Mr. Lien asserted. This shows that, even with technological support, the craft still depends on human skill and experience.
To help preserve the craft, Mr. Lien's family hopes to spread its values through experiential activities. By directly participating in making the products, young people can better understand the work and the meaning of the craft. "The children come to experience it; they may not pursue the craft later, but they will understand and appreciate it more," Mrs. Xoan shared.
These certifications acknowledge the gradual process by which bamboo dragonfly products have become known to the market.
In addition, market interest is also considered a positive factor. According to Mr. Lien, the demand for bamboo dragonflies remains strong, especially in the gift and tourism sectors. "I am confident that this craft can be sustained because more and more people are interested," Mr. Lien said. However, Mr. Lien also acknowledged that to sustain the craft in the long term, it needs a stable workforce and cannot rely solely on market demand.
From the situation in Thach Xa, it can be seen that the craft of making bamboo dragonflies is in a transitional phase. On the one hand, digital technology opens up opportunities to access a wider market, helping the product no longer be confined to the local area. On the other hand, limitations in human resources and production organization remain a significant challenge.
The product's size has been adjusted to suit the diverse needs of the market.
The Lien and Xoan family is a prime example of this adaptation process. The combination of the experience of the older generation and the market approach of the younger generation is creating a new direction, albeit one that still requires much experimentation. "The family wants to expand its retail channels and reach more customers while still preserving its traditional craft," Kien said.
From the perspective of someone with many years of experience in the craft, Mr. Lien emphasized the importance of product quality. "The dragonfly must stand upright, be beautiful, and durable so that customers will return," Mr. Lien said. Meanwhile, Ms. Xoan viewed this profession not only as a livelihood but also as a long-term commitment. "I've been doing this for so long, it would be a shame to give it up. But as long as I can do it, I'll continue," Ms. Xoan said.
Several new models have been developed to increase consumer choice.
These insights show that, in addition to economic factors, the craft of making bamboo dragonflies is also linked to the spiritual values of those who practice it. This is also a factor that helps the craft survive in a context where many traditional craft villages are gradually disappearing.
In the current transitional period, Thach Xa village faces the challenge of both adapting to the market and ensuring a sufficient workforce. Technology can open up opportunities, but it cannot replace the role of skilled craftsmen. Conversely, without market support, efforts to preserve the craft will be difficult to achieve effectively.
Between these two elements, the bamboo dragonflies, which are designed to balance on a small support point, somewhat reflect the journey of the craft village itself. It is a journey of seeking balance between tradition and modernity, between development and preservation, in the context of the many changes in today's socio-economic life.
Source: https://baotintuc.vn/phong-su-dieu-tra/chuon-chuon-tre-len-mang-20260506164655273.htm
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