Spreading the value of OCOP and village handicrafts at Artigiano Milan Fair 2025

(Chinhphu.vn) - Continuing the series of successes at the Artigiano International Handicraft Fairs, especially the 2023 and 2024 marks, Vietnam continues to be a highlight at the 29th annual event (AF L'ARTIGIANO 2025), taking place from December 6 to 14, at the Milan exhibition center.

Delegates visit the OCOP booth and Vietnamese craft villages at the fair. Photo: VGP

This year, under the chairmanship of the Hanoi Department of Agriculture and Environment, the National Pavilion is organized with a strategic vision, focusing on the theme "Vietnam OCOP Products: Converging Values ​​- Spreading Culture".

The "Hanoi - Vietnam" exhibition area is over 100m2 in size, designed to be open, luxurious, and imbued with contemporary Asian identity. This is not only a space to introduce products but also a cultural bridge, helping European visitors directly experience the quintessence of Vietnamese art and cuisine . The presence of 10 prestigious enterprises from Hanoi and other provinces and cities has brought a variety of sophisticated handicraft products; at the same time affirming the skillful hands of craftsmen such as: Ceramics, silk (Handysilk brand), rattan and bamboo, along with high-quality OCOP agricultural and food products such as tea, coffee, cashew nuts, and dried fruits. Thereby, it has affirmed the message of the crystallization between tradition and export standards.

The opening ceremony of the Pavilion on December 6 was attended by Ms. Nguyen Thi Thu Ha, Charge d'Affaires of the Embassy of Vietnam in Italy, the Trade Office of the Embassy of Vietnam in Italy, and important partners such as: Mr. Enrico Brambilla (Secretary General of the Milan Handicraft Federation), Mr. Gabrielle Alberti (Director of the Fair) and Mrs. Loredana (President of the Milan Handicraft Association), Hanoi Department of Agriculture and Environment, and Hanoi enterprises.

Delegates cut the ribbon to open the booth at the fair. Photo: VGP

Speaking at the ceremony, Mr. Enrico Brambilla expressed his appreciation for the continued participation of Hanoi, Vietnam, recognizing the great potential of items such as ceramics, silk and lacquer in satisfying the high aesthetic tastes of the Italian and European markets. He pledged to support Hanoi, Vietnam to participate in the Artigiano Fair 2026, paving the way for long-term cooperation.

The representative of the Vietnamese Embassy proposed that the Organizing Committee increase the sharing of international experiences, provide in-depth information on market trends and connect directly with European importers and wholesalers. Right from the first days, the Hanoi, Vietnam booths witnessed a large number of visitors, connecting and shopping enthusiastically. Mr. Antonio Intiglietta, Chairman and CEO of Gestione Fiere, visited the exhibition area and highly appreciated the "unique, distinctive and colorful" nature of Hanoi, Vietnam products. This proves that the cultural values ​​embedded in each product have created an irresistible appeal to international consumers.

Through contacts and exchanges with Italian partners, the two sides have deeply analyzed consumer trends, global aesthetic trends, and agreed on the importance of long-term cooperation in the sustainable development of the handicraft industry.

The general goal is to build action programs to promote the cultural values ​​and quintessence of Hanoi and Vietnam's craft villages, ensuring that Hanoi and Vietnam's OCOP products are not only commodities but also cultural ambassadors in the international market. Artigiano Milan Fair 2025 once again affirms itself as an effective platform, helping to enhance the image of the national brand and open the door to trade for Vietnamese products in the largest economic and cultural center of Italy.

Kindness

Source: https://baochinhphu.vn/lan-toa-gia-tri-ocop-va-thu-cong-my-nghe-lang-tai-hoi-cho-artigiano-milan-2025-102251208144024139.htm