Chuyen My Commune: Applying digital transformation to bring traditional craft products to a wider market.

The new Chuyen My commune was established by merging the entire area and population of five former communes: Chuyen My, Tan Dan, Van Tu, Phu Yen , and Chau Can (formerly part of Phu Xuyen district), Hanoi city. After the two-tiered local government model came into operation, the new Chuyen My commune has become home to many traditional craft villages such as mother-of-pearl inlay and lacquerware, tailoring, and leather shoe making.

"With its vast area, large population, increasingly improved transportation infrastructure, and especially its extensive system of craft villages, Chuyen My commune has emerged as the most distinctive center of small-scale handicraft villages in the south of Hanoi ," shared Mr. Nguyen Huu Chi, Chairman of the People's Committee of Chuyen My commune.

Chuyển đổi số ở xã Chuyên Mỹ: Đưa sản phẩm làng nghề — Delegates visit booths at the 2025 Fair of Traditional Craft Products and Safe Agricultural and Food Products.

Several traditional carpentry and fine woodworking villages in the former Tan Dan commune, now part of Chuyen My commune, have existed and developed for hundreds of years. Generations of carpenters here are renowned for their skill, patience, and ability to combine tradition with modern creativity. From raw pieces of wood, they craft sets of tables and chairs, tea cabinets, beds and wardrobes, religious artifacts, and decorative items... all possessing high artistic and economic value.

Currently, the woodworking and fine art woodcraft village has hundreds of households participating in production, creating regular jobs for thousands of workers. Many products meet OCOP standards, participate in trade fairs, and connect supply and demand nationwide. This place is becoming a shining example of production-consumption-vocational training linkages, contributing to the further development of the woodworking craft.

When talking about Chuyen My (new) commune, it's impossible not to mention the traditional leather and footwear craft village of Phu Yen, which was established nearly 100 years ago, originating from farmer Nguyen Luong Cat who learned the shoemaking trade in Trang Tien street and then passed the craft down to his descendants and villagers.

Over nearly a century, from a small-scale craft, Phu Yen has become one of the largest leather shoe-making villages in the country, with a diverse range of products: shoes, sandals, wallets, belts, handbags, decorative items, etc. Phu Yen's products not only serve the domestic market but are also exported. In particular, the shoe that holds the Guinness Vietnam Record (1.2m high, 2.72m long, weighing 70kg) is a source of pride for the entire village.

Phu Yen commune (formerly) is also one of the three craft village tourism destinations in Phu Xuyen district (formerly), attracting many investors, partners, and tourists who want to explore the production space and experience traditional crafts.

Chairman of Chuyen My Commune People's Committee, Nguyen Huu Chi, happily announced that on November 15th, the Chuyen My Commune People's Committee successfully organized the 2025 Fair of Handicraft Products and Safe Agricultural and Food Products. The fair was not only a place to honor the skillful hands of artisans and an opportunity to promote handicraft products, but also a major festival for the people of Chuyen My.

From lifeless pieces of clam and snail shells, the inlay artisans breathe life into each product, creating unique works of art: horizontal plaques, couplets, tables and chairs, antique beds, tea cabinets, inlaid paintings… Exquisite, durable, and deeply rooted in traditional culture – that is why Chuyen My mother-of-pearl inlay products are not only popular domestically but also found in many countries around the world.

Xã Chuyên Mỹ: Ứng dụng chuyển đổi số, đưa sản phẩm làng nghề vươn xa- Ảnh 3. — Chuyen My commune has recently launched an experiential tourism route focusing on mother-of-pearl inlay and lacquerware crafts, using electric vehicles.

In just four days of the Thang Long Imperial Citadel Festival and exhibition, the stalls of Chuyen My commune had the opportunity to network, exchange goods, and conduct business, thereby generating revenue of over 4 billion VND. In addition, from November 16-17, Chuyen My also welcomed the World Craft Council delegation and nearly 200 international delegates, including handicraft experts, artisans, researchers, and representatives from organizations, as part of the assessment program to recognize Chuyen My mother-of-pearl inlay and lacquerware village as a member of the Global Creative Cities Network in 2025.

According to Nguyen Huu Chi, Chairman of the People's Committee of Chuyen My commune, the commune government has not only focused on preservation but has also implemented numerous solutions to support the sustainable and proper development of the craft village. These include the planning and investment in a craft village industrial cluster, the upgrading of transportation and electricity infrastructure, and the implementation of online sales and e-commerce models with local support. Notably, the commune organizes training courses on online sales and livestreaming, effectively, flexibly, and modernly bringing craft village products to customers on digital platforms.

Currently, basic training on online sales has been implemented; in the first 11 months of 2025, further online sales training sessions will be conducted… Weekly, live sales sessions will be organized via Facebook and TikTok accounts; livestream sessions (from 7:30 PM to 9:30 PM) will be held to promote local handicraft products.

In addition, the People's Committee of the commune has directed the creation of videos, websites, photo albums, leaflets, the upgrading of traditional houses and museums, the display of artisan products, and the arrangement of survey points at production households in villages with distinct crafts, sophisticated techniques, and good creativity.

Mr. Vu Van Dinh, Director of Phu Chuyen Cooperative (Chuyen My commune), shared: “The mother-of-pearl inlay craft in Chuyen My has a history of over 1,000 years. Previously, it mainly produced religious items, furniture, and decorative paintings. But in recent years, thanks to the OCOP program, the cooperative has had the opportunity to upgrade its products, standardize processes, and register trademarks, giving the village's craft products a new position in the market.”

Currently, the cooperative has more than 8 products recognized under the OCOP program, including 3 products that won third prize at the city level: the mother-of-pearl inlaid painting "Hibiscus - Pheasant", mother-of-pearl inlaid vases and jars, and a souvenir jewelry box. All are exquisite handcrafted products with high artistic value, loved by consumers both domestically and internationally.

To promote the products of the craft village, Mr. Dinh said that thanks to digital transformation, the mother-of-pearl inlay craft of Chuyen My is entering a new phase. Currently, Phu Chuyen Cooperative has put its products on e-commerce platforms, participates in livestream sales, and connects through social media and online trade fairs.

"The city provided us with training in digital marketing, product photography, content writing, and setting up online stores. Now, customers from North to South can order our products with just a few clicks," Mr. Dinh said.

Furthermore, the cooperative is participating in the "Center for Design, Creation, and Promotion of OCOP Products and Traditional Craft Villages Linked to Tourism" project implemented by Phu Xuyen district in Chuyen My commune. This project promises to become a place for displaying, introducing, and connecting tourists with traditional craft villages, opening up a sustainable direction for the development of craft village tourism in the future.

Sharing his vision for the future development of the craft village, the Chairman of the People's Committee of Chuyen My commune stated that the commune will continue to create favorable conditions for businesses and production and business establishments to develop and expand production; diversify sales channels and product consumption methods, etc.

The planning orientation focuses on developing exhibition areas for traditional craft products and OCOP (One Commune One Product) products. The goal is to gradually form a craft village tourism chain in Chuyen My commune, encompassing famous traditional craft villages such as: Van Tu (formerly) suit making, Chuyen My (formerly) mother-of-pearl inlay and lacquerware, Phu Yen leather shoes, and household wooden furniture... These craft villages are not only places for producing traditional handicrafts but also attractive destinations for tourists wanting to explore the local culture and traditional crafts.

Source: https://hanoi.gov.vn/tin-dia-phuong/xa-chuyen-my-ung-dung-chuyen-doi-so-dua-san-pham-lang-nghe-vuon-xa-4251202100927549.htm