The creative economy reignites the flame of traditional crafts.

Under the strong impact of digital transformation, traditional craft villages are opening up a new direction of development linked to the creative economy. From purely handcrafted products, many villages have utilized technology, social media, and digital content to "tell the story" of their craft and their homeland, thereby expanding their consumer market. In Thai Nguyen, this trend is becoming increasingly evident.

The Layback bubble tea brand is promoted on the Tan Cuong tea hills.

Thai Nguyen province currently has 278 recognized craft villages, mostly tea-making villages. In the context of fierce competition, expanding markets and building brands, especially on digital platforms, remains a major challenge. This also presents an opportunity for the creative economy to play a role and create new momentum for these craft villages.

Nguyen Hai Yen's story in the La Bang tea-growing region is a testament to the effective combination of traditional crafts and creative economics. As a content creator, Yen manages the TikTok channels "Becoming a Daughter-in-Law in the Tea Region," "Yen's Garden," and a YouTube channel of the same name.

Through well-produced videos, she has brought images of green tea hills, the matcha powder making process, green tea peanut candy making, and sticky rice cake making closer to consumers. Videos depicting rural life, from tea picking and vegetable farming to family meals, create a sense of peace and contribute to promoting local products in a natural and accessible way.

Yen shared: "The people of La Bang have been involved with tea cultivation for a long time, but digital promotion remains a significant gap. Recognizing this, I proactively learned, participated in training courses on digital transformation, developed professional content, and expanded online sales channels. From simple videos, the tea products of the local people gradually became more widely known."

People in Phu Xuyen commune are harvesting tea.

Beyond simply promoting traditional crafts, many young people are choosing to recreate and develop the value of these traditional products, bringing them into new consumer spaces. The couple Nguyen Nam Hai and Nguyen Thi Van, residing in Pho Yen ward, are a prime example. Driven by their love for Thai Nguyen tea, they started their business selling beverages made from specialty teas from the Tan Cuong craft villages. Their Layback milk tea brand, launched in 2022, has grown into a chain of four stores in the province, becoming a familiar destination for young people and tourists.

According to Mr. Hai, besides selling beverages, Layback is building a digital content ecosystem linked to the image of Tan Cuong tea hills and the story of traditional tea artisans. These digital products contribute to enhancing the image of the craft village, spreading tea culture, and supporting local people in developing their economy through craft village tourism.

From La Bang to Tan Cuong, the general trend among traditional craft villages today is clearly linked to production combined with promotion and content creation. These villages have become a rich source of information for digital platforms; social media serves as a flexible and effective distribution channel. Each video clip or photograph is not only a media product but also a bridge connecting traditional products to a wider market.

The pioneering force in this journey is the younger generation. More and more young people are choosing to return to their hometowns, bringing with them technological knowledge, marketing mindset, and digital skills to revitalize the craft. Online stores, TikTok and YouTube channels focusing on rural areas and local products help increase sales while giving the craft villages a youthful and dynamic appearance.

When traditional values ​​are conveyed through digital language, craft villages not only preserve their identity but also gain additional resources for sustainable development in the new context.

Source: https://baothainguyen.vn/kinh-te/202512/kinh-te-sang-tao-thap-lua-cho-lang-nghe-659011e/