Elevating the status of handicraft products.

Handicrafts are one of the ten sectors included in Vietnam's Cultural Industry Development Strategy to 2030, with a vision to 2045. In Khanh Hoa, this sector is receiving attention to enhance the value of products and make a practical contribution to the province's socio-economic development.

Building a reputable brand in the market.

To increase value, maintain reputation and product quality, and protect the brand of Khánh Hòa's specialty agarwood, since 2019, the Provincial Agarwood Association has completed the development and registration of a collective trademark, which has been certified by the Intellectual Property Office (under the Ministry of Science and Technology ). Members actively participate in promoting products at numerous national and provincial cultural and trade events. Products such as agarwood bracelets, incense sticks, agarwood handicrafts, and agarwood essential oil have become familiar choices for locals and tourists. To meet new demands, the focus on improving product quality is always on building a reputable brand in both domestic and international markets.

Handicraft products made from agarwood were showcased at an event held in Nha Trang ward.

According to Mr. Bien Quoc Dung, Chairman of the Khanh Hoa Agarwood Association, in 2025, the association aims to have 5 products achieving OCOP 4-star status and 11 products achieving OCOP 3-star status. In addition, Khanh Hoa Non Nuoc Agarwood Co., Ltd. has received national certification for rural industrial products with its range of incense and agarwood bracelets. To maintain the reputation and develop the Khanh Hoa agarwood production and processing industry into a strong brand, the association has requested the province to focus on developing agarwood raw material areas, expanding the area of ​​planted agarwood trees and agarwood-producing products, and simultaneously building an eco -tourism area for experiencing the agarwood craft.

A display area for handcrafted agarwood products at the Po Nagar Cham Towers National Special Monument.

Regarding Cham pottery products, the Department of Culture, Sports and Tourism has selected and proposed six product designs to be used as gifts for delegates and guests at important provincial events. The Department also organized a competition titled "Designing Cham Pottery Products as Gifts for the Province," selecting five winning entries: reliefs; water jars; ruffled-mouth vases; Champa dance; and round vases. Mr. Quang Thuc Doan, Deputy Secretary of the Party Committee and Chairman of the People's Committee of Ninh Phuoc commune, stated that in 2023, the commune had its "Cham Tower" pottery recognized as a typical rural industrial product at the provincial level; and its "Shiva Lamp" pottery recognized as a typical rural industrial product at the national level. In 2024, six Cham pottery products were recognized as typical rural industrial products in the Central and Central Highlands regions. Cham pottery products from Bau Truc village are also displayed and promoted at trade fairs, exhibitions, and cultural events both domestically and internationally. In particular, some Cham pottery products are also used as gifts for Party and State leaders.

Product development strategy focusing on key strengths.

According to Mr. Le Van Hoa, Deputy Director of the Department of Culture, Sports and Tourism, in implementing the Cultural Industry Development Strategy, the province strives to achieve a growth rate of 7% per year in the value of the handicraft industry by 2030 and 9% per year by 2045. To achieve this goal, the province will focus on supporting and creating favorable conditions for linkages between handicraft villages; combining raw materials to create new, unique, and artistic products; encouraging the use of new, traceable, and environmentally friendly raw materials to replace traditional materials that are becoming increasingly scarce. At the same time, it will invest in research and design of product models with traditional cultural values ​​that have high applicability and suit the tastes and needs of domestic and export consumers.

People in Bau Truc pottery village are busy making handicrafts from pottery.

Among the handicraft products in the province today, agarwood and Cham pottery are considered culturally distinctive products that can represent Khanh Hoa. Therefore, in recent years, various sectors and localities have made efforts to effectively implement the "One Commune One Product (OCOP)" program, linking it with the traditional handicraft production activities of businesses, production facilities, and households making products from agarwood and Cham pottery. Emphasis has been placed on diversifying products to enhance competitiveness, changing designs, patterns, and packaging to incorporate traditional cultural elements. Simultaneously, efforts have been made to develop a chain of souvenir products to serve domestic and international tourists; build key brands associated with local culture; and coordinate with the Ministry of Industry and Trade to implement a project to establish a trade exchange platform for cultural and cultural industry products. Alongside this, efforts have been intensified to promote trade, introduce, and advertise these products. Supporting creative communities, traditional craft artisans, and indigenous cultural entities in the production and supply of cultural industrial products; implementing support policies for those inheriting, preserving, and promoting traditional crafts; honoring, maintaining, and developing a team of skilled artisans and craftsmen to create a core group to promote training and skill transfer; and preserving and developing traditional craft skills.

With new perspectives on enhancing the value of handicraft products to meet the requirements of cultural industry development, in the coming time, the Department of Culture, Sports and Tourism needs to coordinate with the Department of Industry and Trade and localities to guide and create favorable conditions for businesses, production facilities and households in the production, processing, trading and promotion of handicraft products. At the same time, it is necessary to implement sustainable development activities for handicraft products linked to their potential, brand, and value; and to develop handicraft products in conjunction with the "Vietnamese people prioritize using Vietnamese goods" program in a synchronized manner throughout the province.

GIANG DINH

Source: https://baokhanhhoa.vn/van-hoa/202606/nang-tam-san-pham-thu-cong-my-nghe-4e4218f/