Vietnam’s Traditional Craft Market: History and Decline
Vietnam boasts a millennia-old history of craftsmanship, with traditional crafts like pottery, textiles, and woodcarving symbolizing Vietnamese culture. The Bat Trang village near Hanoi, in particular, has a long history as a globally beloved pottery center, dating back to the 10th century. Vietnamese traditional crafts were widely distributed both domestically and internationally, serving as a cornerstone of the country’s economic and cultural development.
However, the wave of modernization that began in the latter half of the 20th century led to a period of decline for Vietnam’s traditional craft market.
Market Decline
Especially from the 1980s to the 1990s, rapid industrialization and globalization pushed handmade traditional crafts out of favor, with demand in the domestic market decreasing due to cheaper mass-produced goods. In export markets, competition intensified with inexpensive industrial products and crafts from other countries, diminishing the presence of Vietnamese crafts.
According to specific statistics, in the 1990s, the export value of the entire Vietnamese traditional craft industry decreased to less than 1% of total exports, making it difficult for many domestic artisans to make a living.
Government Support and Steps Towards Market Recovery
Efforts Towards Market Recovery
Concerned about this situation, the Vietnamese government began initiatives to revive the traditional craft market from the late 1990s.
Key measures included support policies aimed at protecting traditional techniques, promoting craft villages, and encouraging craft exports.
Additionally, with the expansion of domestic tourism, traditional crafts were increasingly positioned as tourism resources, leading to frequent events and exhibitions to promote the appeal of crafts both domestically and internationally.
As a result, since the 2000s, exports of Vietnamese traditional crafts have grown by an average of 10% annually, with traditional craft exports accounting for 5% of total exports by 2010. Traditional crafts such as pottery, textiles, and embroidery, in particular, have seen increased demand in Asian countries and Western markets, once again gaining prominence as cultural symbols of Vietnam.
In recent years, with the advancement of digital technology, online sales have rapidly expanded. Pottery from Bat Trang village and other traditional crafts are now sold directly to consumers worldwide through e-commerce sites, contributing to the annual expansion of the market size.
According to a 2020 survey, the market size of Vietnamese traditional crafts reached about $400 million annually, with about 30% of sales coming from exports.
As a success story of market recovery, crafts from Bat Trang village have gained attention in many countries, especially in Japan, where they are historically valued as “Annam ware” and loved by collectors and tea ceremony practitioners.
Bat Trang Village: Traditional Crafts and Modern Evolution
Bat Trang village, a symbol of Vietnam’s pottery industry, is located on the banks of the Red River (Hong River) and has been exporting pottery since early times due to its geographical advantage. The pottery from this village is characterized by simple and rustic designs, traditionally featuring patterns with natural motifs such as goldfish, bamboo, chrysanthemums, and dragonflies.
The dragonfly pattern, in particular, is said to have originated from orders from Japan and is one of the most popular patterns in Bat Trang pottery.
In Bat Trang village, many renowned craft artists have workshops integrated with their stores, directly selling high-value pieces to visiting collectors and tourists.
There are also many antique shops in Bat Trang village, where not only traditional crafts but also pieces with historical value are traded.
Establishment of the Vietnam Craft Village Essence Center
To protect and promote traditional crafts, the “Vietnam Craft Village Essence Center” (Trung Tam Tinh Hoa Lang Nghe Viet) was opened in Bat Trang village in 2021. This center is a large-scale facility with five floors above ground, one basement floor, and a total area of 3,700 square meters. It serves as an important hub for conveying the charm of traditional crafts to domestic and international tourists through exhibitions, workshops, and sales. It plays a particularly significant role in communicating Vietnamese traditional culture and craft techniques to foreign tourists, greatly contributing to the revitalization of the craft market.
The Relationship Between Japanese and Vietnamese Traditional Craft Markets
Vietnam’s traditional craft market has deep connections with Japan.
Especially regarding pottery, Vietnamese ware, known as Annam ware, has historically been incorporated into Japanese tea ceremony culture and loved by many tea masters. It is known to have been used by figures like Sen no Rikyu, making Vietnamese crafts an important presence in Japanese traditional culture.
Even today, Vietnamese pottery occupies a certain share in the Japanese craft market, with continued demand from Japanese collectors and tea ceremony practitioners.
Market Interdependence
Currently, Vietnam’s craft market positions Japan as an important export destination, with high-end pottery and embroidery products in particularly high demand in the Japanese market. About 20% of Vietnam’s craft export value is destined for Japan, strengthening the presence of Vietnam in Japan’s traditional craft market.
On the other hand, Japan’s traditional craft market also has much to learn from countries like Vietnam to strengthen its international competitiveness. For example, government support and market revitalization through collaboration with the tourism industry, as practiced in Vietnam, could be effective methods to adopt in Japan.
Current State and Challenges of Japan’s Traditional Craft Market
Like Vietnam, Japan has a rich traditional craft culture, but in recent years its market has been shrinking. With aging artisans and a lack of successors, many traditional techniques are facing the risk of being lost. The domestic craft market in Japan has decreased to an annual scale of about 80 billion yen as of 2020, shrinking to 50% of its peak size due to stagnant domestic demand and decreased interest among younger generations.
International market competitiveness is also a challenge. While Japanese traditional crafts are highly valued for their quality and technique, strengthening marketing strategies is necessary to expand market share.
Future Expectations for the Craft Markets of Japan and Vietnam
There is much to learn from Vietnam’s success story, and Japan’s traditional craft market can aim for sustainable growth by strengthening government support and collaboration with the tourism industry. In particular, it is necessary to nurture young generations of craft artists, expand sales channels using digital technology, and promote in international markets.
Strengthening Government Support
Like Vietnam, government support for protecting traditional techniques and developing the craft market is essential. Legal frameworks aimed at protecting the craft market and promoting traditional culture are required. Support measures for younger generations and creating an environment where craft artists can sustainably produce works are indispensable.
Integration of Digitalization and Tourism
Moreover, expanding online sales through the use of digital technology and promoting crafts in conjunction with the tourism industry are important. Introducing craft village and workshop tours, and experiential events as done in Vietnam, could be effective means of regional revitalization in Japan as well.
Conclusion
Vietnam’s traditional craft market has recovered from decline and grown into a market of about $400 million annually, thanks to active government support and increased international demand. While Japan’s traditional craft market is shrinking, it can learn from overseas success stories like Vietnam’s, and new growth is expected through government support, digital technology, and collaboration with the tourism industry.
