FROM IDENTITY TO COMPETITIVENESS
On Sunday evening, August 16, 2026, the story of Truc Lam Handmade was featured on the 6:30 PM News broadcast of Hanoi Television. The program acknowledged Truc Lam's efforts in bringing cultural values, traditional crafts, and the essence of Vietnamese culture closer to contemporary life, while simultaneously creating valuable and competitive products in the market.
In the context of Vietnam gradually developing its cultural industry into a new driving force for the creative economy, the story of how to preserve and pass on cultural values while generating competitiveness is becoming increasingly noteworthy. Under the theme "Law on Cultural Industry Development – A Boost for the Creative Economy", the talk show raised questions on how to transform Vietnam's rich cultural resources into commensurate economic values. Within this context, Truc Lam's story, "From identity to competitiveness" offers a practical perspective on the journey of integrating traditional cultural values into contemporary life.
More than just a story about handcrafted products, the program opens up a broader perspective on how cultural identity can become a resource to create valuable, competitive products that gradually reach the international market. For Truc Lam, the journey of developing handicraft products does not stop at preserving existing values, but is also a way for those values to maintain their presence in modern life. It is a process of researching, designing, and perfecting products to meet contemporary needs without losing their inherent identity. Therefore, quality, aesthetics, and market responsiveness have become crucial factors for the sustainable development of traditional crafts. We firmly believe that when identity is preserved with respect and carried forward with an innovative and creative mindset, Vietnam's handicrafts can absolutely become highly competitive products in both domestic and international markets.
Furthermore, the growing attention from the Party and the State towards the preservation, conservation, and promotion of traditional cultural values has been creating additional motivation for enterprises in this field. This provides them with more opportunities to pursue long-term directions: sustaining the craft, practicing the craft, and advancing the craft.
Truc Lam would like to express our deepest gratitude to the artisans, craftspeople, partners, and customers who have accompanied us on the journey of preserving, promoting, and spreading Vietnamese cultural values to domestic and international audiences.
From identity comes value, and from value comes competitiveness!
Readers can rewatch the program via the link below: https://www.youtube.com/live/ubTQAjO2oS0