Craft villages tell stories on digital platforms

It is not difficult to see traditional craft villages increasingly present in cyberspace - where sophisticated handmade products are not only displayed but also traded, ordered and spread to a large number of consumers.

JOURNEY "FROM VILLAGE TO DIGITAL"

Each live broadcast or video sharing and instruction by hand embroidery artisan Nguyen Thi Hang (traditional craft village My Duc, Hanoi) usually revolves around a corner of a rustic workshop with a wooden loom and colorful embroidery patterns. But it is each slow stitch, each thread pulled that makes viewers linger.

The authenticity of the working space with real people, real work and rich tradition helps the story of the craft village come alive.

PHOTO: VAN NHA

Similarly, videos about the process of growing mulberry, raising silkworms, spinning yarn to finishing silk of the Nam Cao linen weaving cooperative ( Thai Binh ) also attracted a large number of viewers. Without the need for a sophisticated script, the rustic workshop space and genuine emotions touched the viewers.

With the same approach, videos and images of silver artisans in Dong Xam village (Thai Binh) often show close-ups of hands meticulously carving every small detail on a silver bracelet. Without fancy advertising words, just with images sharing the "secret" passed down from generation to generation, the stages of completing the product are told in a simple yet captivating way.

Sharing with Thanh Nien , Mr. Tran Hung (Comay brand, Nga Son craft village, Thanh Hoa ) said: "Many of our customers share that they love the brand more and appreciate the labor and skill of the craftsmen's hands more when they witness the meticulous manual process behind each product."

The trend of artisans becoming “content creators” is opening a new chapter for traditional professions. From people who are only familiar with looms, pliers, and silver scissors, they are learning how to edit videos, choose music, write captions and build personal brands.

On TikTok, Facebook or YouTube, videos about fabric dyeing, hand embroidery, pottery making, knitting... attract hundreds of thousands of views. Many artisans become "living faces" of craft village culture. However, the journey "from village to digital" is also full of challenges.

Ms. Truong Oanh (Van Nha silk brand, Nha Xa, Ninh Binh) shared: "Putting handmade products online has advantages but also many challenges, especially the situation of copying designs, especially with silk. We have to find ways to preserve our identity and traditional designs, and learn to create products that keep up with tastes, and at the same time the content must be attractive enough to attract customers."

NEW LIFE FOR HANDCRAFTED PRODUCTS

If in the past, craft products were only present at markets or cultural fairs, now silk, brocade, brocade, looms, embroidery frames... are present on all social media platforms. Artisans livestream, record videos, tell stories about their craft. Young people watch, share, and comment. From there, traditional handicraft products find new life in the era of globalization.

Images from the silver workshop of Dong Xam craft village (Thai Binh) and from the sedge bag weaving artisan of Nga Son craft village (Thanh Hoa)

PHOTO: HIDEMAISON - COMAY

Mr. Tran Hung shared: "Online is inevitable, more and more of our craftsmen are learning and practicing to connect. This helps to reach new customers without being limited by geography, especially those who love handmade products elsewhere or abroad. Through this channel, craftsmen understand market needs, listen to feedback and improve designs, packaging...".

Ms. Truong Oanh said: "Entering the digital world, craftsmen can directly tell stories about the history of the profession, the origin of motifs, the meaning of patterns on each product, helping buyers understand and appreciate the value of labor. When supply and demand meet on a transparent basis, the relationship between craftsmen and customers becomes stronger. The future of the product is therefore brighter."

According to Ms. Oanh, to be ready to enter the digital age and the online world, craft villagers must dare to change their mindset, be ready to accept new things, experiment and choose the right direction. Once they have caught up, perseverance and hard work are key factors, while creativity and the ability to tell cultural stories are inherent advantages. "When you have good, beautiful and proud products, online is the shortest way to bring them to customers. I believe technology will help craft village products go faster and further," Ms. Oanh said.

Source: https://thanhnien.vn/lang-nghe-ke-chuyen-tren-nen-tang-so-185251016230629298.htm