Developing Traditional Craft Villages through E-Commerce and Tourism

In Phuong Duc Commune, craft village residents are applying science and technology, embracing digital transformation to enhance cultural value and boost business profits. Each week, Phuong Duc regularly organizes livestream sales training sessions for craft households, with the support of well-known by KOCs, KODs, and CEOs.

Phuong Duc commune helps craft village producers shift from traditional trade to e-commerce

Authorities supporting residents

Through digital channels, particularly social media platforms such as Facebook, TikTok, Zalo, and e-commerce sites like Shopee, Lazada, and Sendo, producers and buyers can now connect more easily. “In the past, villagers producing incense, bamboo, and rattan products often sold only locally, transported goods to other provinces, or exported to a few countries. However, with the development of e-commerce, households have proactively built online pages, linked with digital platforms and e-commerce sites to promote and sell products. As a result, my family’s income has increased, and sales are much higher than before,” said Dinh Thi Tuyen, Head of Thuong Village.

On a sweltering summer noon, Tuyen started her livestream sales session. The light from the camera reflected off her sweat-dampened face, yet the steady stream of orders kept her energized. Unlike usual, she chose the midday time slot instead of the evening, offering attractive promotions for buyers. Her flexible and humorous presentation style made viewers feel close and familiar. Few would have guessed that just six months earlier, Tuyen had been hesitant and confused during her first livestream, unsure where to start or what to say. “We’ve only been selling online for about five to six months. At first, many people were doubtful, asking whether the incense was genuine and how much it cost, so orders mainly came from neighbors. But now we have customers from far away. We just confirm orders, pack, and ship directly, which is very convenient,” Tuyen confidently shared, her eyes lighting up with excitement.

That confidence comes from weekly digital training in the commune, where villagers learn to sell online, create videos, and even use AI tools to promote traditional products in new ways.

Not only the younger generation but even those with decades of experience are eager to learn. Nguyen Thi Luong, nearly 60, Director of Hien Luong Export Bamboo and Rattan Company, shared: “In over 30 years in this trade, I never imagined that one day I would be in front of a camera, holding a phone to livestream sales. At first, I was shy and less skilled than the youth. But after learning, practicing, and enjoying the process, I kept improving. Now I am much more confident. From filming and photographing products to editing videos and posting on social media, I can do it all myself.”

Beyond reaching domestic buyers, many Phuong Duc craft products now have opportunities for export thanks to e-commerce. Videos showcasing handicrafts, traditional sweets, garments, or mechanical items have brought the craft village brand closer to international customers.

What makes Phuong Duc special is the close involvement of local authorities. Village heads readily join livestreams with residents; the commune secretary even serves as an admin of online sales groups to support and connect people. This closeness and solidarity have made digital transformation no longer something distant but a part of daily life. People feel supported and encouraged to boldly change and master technology.

Children and visitors show keen interest in local products

A driving force for the craft village economy

Digital transformation in Phuong Duc has become a new economic driver, helping traditional crafts reach global markets while preserving their essence. From leaders to residents, the commune is united in building a new chapter of growth in the digital age.

According to Nguyen Trong Vinh, Chairman of the People’s Committee of Phuong Duc Commune, training goes beyond basic classes and is gradually expanded into advanced programs tailored to real needs. “We combine foundational training with advanced courses. When residents practice effectively, achieve stable sales, and demonstrate results, the commune provides deeper training - covering image building, scriptwriting, and even using data analysis tools to optimize sales,” he explained. This tiered approach ensures residents not only know how to livestream or post products but also can create appealing content and build long-term branding. This step is essential for traditional products to sell domestically and expand into international markets. Phuong Duc’s goal is for every resident to become a “digital ambassador” of local products, helping the craft village reach farther while preserving its identity.

As one of the commune’s pioneering leaders in this effort, Le Van Binh, Secretary of the Phuong Duc Commune Party Committee, emphasized that the goal is not merely to help residents learn how to livestream and sell online but to gradually build the commune into a model of digital transformation in new rural development. “We orient digital transformation to go hand in hand with sustainable development. People must not only produce goods but also know how to preserve the cultural values of their craft villages, contributing to building modern, civilized new rural areas rich in identity,” Binh stressed.

By Bao Dan, Vietnam Business Forum