Handicrafts all about branding

The Japan External Trade Organization (JETRO), the Vietnam Trade Promotion Department (Vietrade) and the Vietnam Chamber of Commerce and Industry (VCCI) together organized a Vietnam Handicrafts Exhibition on April 14 at the head office of VCCI, within the framework of the Vietnam Expo 2010 International Trade Fair. Vietnam Economic News’ reporter Dinh Lan spoke with Sugi Ryotaro, the Vietnam-Japan Special Friendship Ambassador who initiated the exhibition. You raised an initiative to organize a Vietnamese handicraft exhibition. Why?

I see that there have been regular activities to boost cooperation ties between big-name Vietnamese and Japanese companies. Meanwhile, ties between medium and small-sized businesses are not yet well developed. For this reason, I wanted to do something to contribute to increasing the exchange between them, particularly in handicrafts.

I think that Vietnamese handmade fine-art products have a future in the international market, especially in the Japanese market because they are both price-competitive and attractive. I expect to further expand this market in Japan.

What should Vietnamese producers do to market and sell their handicrafts to Japan?

They must either create a mechanism to make more products for export or make fewer products that are higher-priced and much better quality.

The Japanese have become familiar with Vietnamese handicrafts. So I think that in the near future we will see the establishment of brand names for Vietnamese handicrafts.

What should Vietnamese handicrafts be to satisfy Japanese buyers?

At this time, there are plenty of Chinese handicrafts in Japan. To meet the demands of Japanese consumers, Vietnamese handicrafts must be good, regarding both design and price. If this is accomplished, the products will hopefully see rapid growth in the Japanese market.

The Japanese like high-quality products that clearly have been produced with the love and effort of true artisans. Products like these will sell well in Japan over the long-term. It is normal for a craft village in Japan to make just one type of product. This is why they are renowned for their quality and considered to be produced by the craftsmen’s heart. I think that if Vietnam can adapt to this, its handicrafts will have a bright future in Japan. This means that it is necessary to create Vietnamese brand names for handicrafts that represent reputation and quality.

VEN

Tags: Vietnam Handicraft