Handicraft products are one of Vietnam's potential export items, with annual export turnover exceeding US$3 billion. The government has implemented many positive solutions to promote production development and enhance competitiveness to achieve US$6 billion in export turnover by 2030, as outlined in Decision 801/QD-TTg approving the Program for the Preservation and Development of Vietnamese Traditional Craft Villages for the period 2021-2030. Among these, supporting businesses in improving production conditions to meet international standards, especially sustainable production standards, is a prioritized solution.
In the context of global economic instability and increasing negative impacts from climate change, consumers worldwide – especially those in developed countries that import a large portion of Vietnamese handicrafts, such as the US, Europe, and Japan – are increasingly interested in sustainably produced products. According to a 2025 GlobeScan survey, 49% of US consumers reported having purchased at least one “eco-friendly” product in the past month – up from 43% in the previous survey in August 2024. Nielsen research indicates that 81% of consumers in Europe choose sustainable products and are willing to pay a higher price for them. According to a survey by the Japan Market Research Institute, approximately 67% of Japanese consumers stated that they are interested in purchasing sustainable and environmentally responsible products.
In response to the reshaping of consumer behavior towards greater environmental awareness, within the framework of the Innovation and Competitiveness Support Program under the Vietnam Trade Policy and Export Promotion Project funded by the Swiss Government, the Vietnam Handicraft Export Association has implemented numerous activities to develop green and sustainable products for Vietnam's handicraft industry. These activities range from raising business awareness about the use of sustainable materials, sustainable production, sustainable distribution, sustainable consumption, and sustainable product disposal after the end of their lifespan, to developing sustainable designs and expanding the market for sustainable products through digital transformation. To date, over 100 businesses have participated in activities related to green production, and hundreds of new environmentally friendly products have been developed. The project's green products were showcased and introduced to international customers at the Lifestyle Vietnam international trade fair held in Ho Chi Minh City, with direct participation from designers. These products originate from Sweden and are highly regarded by international customers. They truly represent innovative and creative approaches to creating differentiated value in the handicraft industry and expanding markets – an approach to developing green handicraft products for export market expansion.
