Expanded market, increased orders thanks to FTAs
According to the latest statistics from Customs Department (Ministry of Finance), in the first 8 months of 2025, export turnover of rattan, bamboo, sedge and carpet products reached 574 million USD, an increase of 5.4% over the same period last year.
The handicraft export market is increasingly expanding, with key markets being the US (accounting for 35% of annual export turnover), Japan and Europe. In addition to traditional markets, Vietnamese handicraft products are also gradually conquering new markets such as Russia, Korea, Australia and Taiwan (China). To date, Vietnamese handicraft products are present in 163 countries and territories around the world.
International consumption trends have clearly shifted to environmentally friendly products, with cultural and indigenous elements, meeting social responsibility standards. Many orders in the form of orders have increased sharply, but the requirements are increasingly high in terms of design, quality, delivery ability and transparency of origin. Products that meet export standards mostly come from famous traditional craft villages such as Bat Trang (ceramics), Van Phuc (silk), Phu Vinh (bamboo and rattan weaving), Dong Ky (wooden handicrafts)...
Mr. Nguyen Minh Tien, Director of the Agricultural Trade Promotion Center (Ministry of Agriculture and Environment), said that the process of opening up and integrating into the international economy, especially the signing and implementation of new-generation free trade agreements (FTAs) such as CPTPP and EVFTA, has created important conditions for Vietnamese handicrafts to consolidate traditional markets and expand to potential markets.
Talking to reporters of the Industry and Trade Newspaper, Ms. Ha Thi Vinh, Chairwoman of Hanoi Handicraft and Craft Villages Association, affirmed: "FTAs that Vietnam has signed are 'golden opportunities' for enterprises producing and exporting handicrafts to reach the global market." In particular, EVFTA is assessed to have a “double” impact on craft village enterprises, both opening up a large market space and creating conditions for access to resources in technology, capital and modern management.
Seizing opportunities, overcoming technical barriers and green standards
In addition to great opportunities, bringing traditional craft products to the international market also poses many challenges, especially meeting the strict criteria of FTAs. Difficult markets such as the EU have strict requirements on rules of origin, quality standards, social responsibility, sustainable development, etc. This forces Hanoi businesses to innovate business strategies, improve management capacity and proactively integrate.
“Participating in FTAs means that businesses must overcome a series of technical barriers, especially regarding the environment, noise, and living conditions of workers. There must be 'clean' products to qualify for export,” Ms. Ha Thi Vinh emphasized.
Speaking to a reporter from the Industry and Trade Newspaper, Mr. Le Ba Ngoc, Vice President of Vietnam Handicraft Export Association, said that currently, Hanoi has businesses exporting nearly 80 million USD per year, with the rattan and bamboo industry alone accounting for about 78 million USD. However, if they cannot prove that their input materials are clean and that they are produced in a way that reduces emissions, in line with the goal of net zero emissions by 2050, it will be very difficult for businesses to maintain their market share.
International customers now require businesses to prove that their emissions are gradually decreasing over time. For example, if they emit 50 tonnes of carbon at the beginning of the year, they must reduce it to a lower level by the end of the year. To achieve this, businesses must control the entire production chain, from cultivation, transportation, fuel consumption to electricity use.
Therefore, the issue of raw materials is not just whether there are growing areas or not, but building a sustainable and transparent production ecosystem at all stages, meeting global standards.
According to Hanoi Department of Industry and Trade, in the coming time, the implementation of FTAs will enter a phase of implementing stronger commitments. Therefore, the city will continue to focus on programs to support businesses to make good use of tariff incentives, market information and rules of origin. At the same time, closely monitor the situation of businesses to promptly remove difficulties and provide support within its authority.
In addition, there are activities to design creative product models, recognize typical products, support the application of science and technology to improve productivity, quality and protect the environment. In particular, the City will focus on trade promotion, trademark registration, support for communication, exhibitions and fairs and develop e-commerce platforms for handicrafts.
To effectively exploit the EU market, businesses and craft villages need to proactively learn about technical barriers, constantly innovate, improve internal technological capacity to overcome strict standards. Ms. Ha Thi Vinh said that the Association will step up trade promotion, focusing on potential markets where Vietnamese products have much room for development.
The Association also recommended that the city increase resources to support foreign trade promotion delegations, especially participating in leading international handicraft fairs in Germany, Hong Kong (China), France, etc. and major domestic fairs such as Hanoi Gift Show, Lifestyle Vietnam. This is an important "gateway" to bring Vietnamese products to international customers. However, promotion activities need to have a clear strategy, focusing on "leading" enterprises with potential to create a spillover effect. At the same time, it is necessary to strengthen technical support services, update market information, build and protect geographical indications.
Industry experts also said that FTAs in general, and the EVFTA in particular, are expected to create a major turning point for the Vietnamese handicraft industry in general and Hanoi in particular. To take advantage of this opportunity, businesses must change their production mindset to market approach, strengthen links to form strong enough supply chains. Only by building a force of professional export enterprises can the Vietnamese handicraft industry increase its value, expand its market and contribute sustainably to the country's foreign currency.

Source: Vitic/ congthuong.vn