This year, under the auspices of the Hanoi Department of Agriculture and Environment, the Vietnam Pavilion is organized with a strategic vision, focusing on the theme “Vietnam OCOP Products: Converging Values–Spreading Culture”.

Delegates attend the opening of the Vietnam Pavilion at the Artigiano Milan International Handicraft Fair 2025.

The “Hanoi - Vietnam” exhibition area spans over 100 square meters, designed to be open and elegant, reflecting a contemporary Asian aesthetic.

This is not only a space to showcase products but also a cultural bridge, allowing European visitors to directly experience the essence of Vietnamese art and cuisine.

At the fair, 10 reputable businesses from Hanoi and other provinces presented a diverse range of exquisite handicrafts such as ceramics, silk (Handysilk brand), rattan and bamboo products, along with high-quality OCOP agricultural products like tea, coffee, cashews, and dried fruits.

The presence of these products, from the hands of village artisans to local agricultural produce, affirms the message of a fusion between tradition and export standards.

The pavilion's opening ceremony on December 6 was attended by Ms. Nguyen Thu Ha, Chargé d'Affaires of the Vietnamese Embassy in Italy, the Trade Office of the Vietnamese Embassy in Italy, and key partners such as the Secretary-General of the Milan Handicraft Federation, Mr. Enrico Brambilla, the Fair Director, Mr. Gabrielle Alberti, and the President of the Milan Handicraft Association, Ms. Loredana.

Speaking at the ceremony, Mr. Enrico Brambilla expressed appreciation for Vietnam's continuous participation, recognizing the significant potential of items like ceramics, silk, and lacquerware in meeting the high aesthetic demands of the Italian market. He pledged support for Vietnam's participation in the Artigiano Fair 2026, paving the way for long-term collaboration.

Meanwhile, Ms. Nguyen Thu Ha, representing the Vietnamese Embassy, proposed that the organizers enhance international experience sharing, provide extensive information on market trends, and facilitate direct connections with European importers and wholesalers.

Vietnamese handicrafts showcased at the Fair.

From the very first days, the Vietnamese booths have witnessed a large number of visitors, engaging in vibrant connections and shopping.

Mr. Antonio Intiglietta, Chairman and CEO of Gestione Fiere, visited the exhibition area and highly praised the “uniqueness, distinctiveness, and vibrancy” of Vietnamese products.

This demonstrates that the cultural values embedded in each product have created an irresistible appeal to international consumers.

Through interactions and exchanges with Italian partners, both sides have deeply analyzed consumer trends, global aesthetic trends, and agreed on the importance of long-term cooperation for sustainable development in the handicraft industry.

The common goal is to build action programs to promote the cultural values and craftsmanship of Vietnamese villages, ensuring that Vietnam's OCOP products are not just commodities but cultural ambassadors in the international market.

The Artigiano Milan 2025 Fair once again affirms itself as an effective platform, enhancing the national brand image and opening trade doors for Vietnamese products in Italy's largest economic and cultural center.

The largest gathering of global handicraft businesses, held annually since 1996, is an ideal venue for artisans worldwide to showcase their products and the unique features of their countries.

The Vietnamese booths have witnessed a large number of visitors, engaging in vibrant connections and shopping.

Vietnamese enterprises have participated in the fair since the 2000s to showcase Vietnam's strong products to international friends. Continuing the success of previous fairs, especially the highlight in 2024, Vietnam remains a focal point at this year's Fair on its journey to conquer the European market.