A deep commitment to handicrafts
What struck me most about Tran Tuyet Lan was not just her graceful presence, but her deep devotion to supporting ethnic minority communities. She became part of Craft Link in 1997 when it was still operating as the Research and Development Center for Handicrafts. Originally established in 1996 by eight development cadres from different international organizations in Vietnam, Craft Link aimed to continue supporting artisan communities after short-term development projects ended. Those earlier projects typically lasted one or two years, leaving the communities without ongoing assistance in marketing and adapting to market trends.
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Craft Link's Director Tran Tuyet Lan (Photo: theleader.vn) |
“By the end of 1997, we recognized the need for change,” Lan recalled. “These groups needed to strengthen their internal capacities in order to manage their own development sustainably.” Since 1998, Craft Link shifted its focus toward helping communities build their capacity as part of long-term development efforts.
Over the past 26 years, her team and Lan at Craft Link have implemented 40 projects supporting 60 artisan groups across Vietnam, an average of two to three projects per year. Approximately 6,000 individuals have directly benefited from this work. More significantly, many endangered traditional crafts have been revitalized, preserved, and transformed into reliable sources of income for local communities.
Whether it was fate or simply Lan’s calling, it’s clear her dedication to traditional handicrafts is both genuine and enduring. Over the decade I have known her, I have watched her make countless trips to isolated communities and tirelessly organize craft fairs to help artisans reach wider markets. I have also seen her proudly promote Vietnam’s rich cultural heritage to international audiences.
Promoting Vietnamese handicrafts internationally
During a recent traditional embroidery event featuring the White H’mong community from Y Ty commune, Bat Xat district, Lao Cai province, organized by Craft Link in Hanoi, Lan shared with me that building trust is one of the toughest challenges in helping communities restore their traditional crafts. Words alone aren’t enough, artisans need to see results and earn an income to believe in the process. Expanding market access plays a crucial role in making this happen.
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Tran Tuyet Lan, ethic women and their traditional products (Photo: theleader.vn) |
For this reason, beyond domestic retail and wholesale efforts, Craft Link has been instrumental in taking artisans’ products to international markets. Through participation in the Fair Trade network and global partnerships, the organization has helped export a substantial number of handcrafted items to Europe and the U.S.
Lan explained that exporting these crafts isn’t quick or easy. International trade fairs, for instance, may only last a week, but preparing for them takes three to four months. This includes product design and blending motifs from various ethnic groups to create collections that are both cohesive and culturally distinct. “In a limited display space, we have to highlight the uniqueness of each group’s work while still aligning with global market trends,” she noted.
Besides attending trade shows, Craft Link also actively promotes products online through social media platforms like Instagram and Facebook, as well as through e-commerce sites such as Shopee, Alibaba, and others.
Thanks to these efforts, all 40 of Craft Link’s projects are currently running successfully, and handmade products from Vietnam’s ethnic minorities have found appreciation among international customers.
In 2024, Craft Link hosted exhibitions and public events to raise awareness and appreciation for their work. These large-scale events spotlighted the traditional cultures of specific ethnic groups. At the same time, Craft Link was launching new projects focused on the Tay and Thai ethnic communities in Yen Bai, Mai Chau (Hoa Binh), and Ky Son (Nghe An).
Translated by Anh Ngoc