Artisan Vu Le Ha, 54, proprietor of the multi-generational Vu Huy Men lacquerware business, is a highly skilled artisan specializing in high-value artistic lacquerware. As the eldest daughter, Ha has inherited not only her father’s reputation but also the exquisite lacquerware craftsmanship of Ha Thai village, Thuong Tin District, Hanoi, which boasts a 300-year history in this art form. However, she has primarily relied on offline sales, with customers coming to her store through word of mouth. Recognizing the growing importance of e-commerce, Ms. Ha actively participated in Coca-Cola Beverages Vietnam’s EKOART Hanoi project, part of the EKOCENTER initiative aimed at enhancing e-commerce awareness and skills among traditional craftswomen.
‘Through the program’s practical training sessions, I successfully established a Shopee merchant store and applied new skills such as photography, product description writing using ChatGPT, and leveraging social media platforms like Zalo and Facebook. My efforts have already resulted in two major orders via social media and improved customer engagement.’ said Ha.
EKOART Hanoi is the joint ESG program operated by Coca-Cola Beverages Vietnam (CCBV), in partnership with the Women’s Union of Duyen Thai Commune, Hanoi. This project, titled ‘E-commerce Training for Duyen Thai Women in Traditional Lacquerware Products,’ was designed to equip local women artisans with the knowledge and skills needed to navigate e-commerce and leverage technology for market expansion, all while safeguarding the heritage of their traditional craft.
The program featured 3 comprehensive training modules and attracted 351 participants. Topics ranged from the basics of e-commerce to advanced strategies for online sales, providing practical tools to help participants connect with modern marketplaces.
Speaking at the closing ceremony, Mr. Bui Khanh Nguyen – Deputy General Director of Public Affairs, Communications and Sustainable Development, Coca-Cola Vietnam Company stated that this is one of the examplary projects of EKOART Hanoi, promoting sustainable economic development and preserve the cultural heritage of traditional craft villages.
‘89% of participants understood the basic concepts of e-commerce, more than 60% recognized the main benefits of e-commerce, 60% and 67% of participants used Chat GPT and other editing software,’ said Mr Nguyen.
The lessons extended beyond imparting knowledge, creating opportunities for immediate application of skills, such as livestreaming product introductions, building engaging content, and editing videos and photos, etc.
Looking ahead, Coca-Cola plans to continue its support, offering further training on e-commerce practices and to enhance the economic life of artisan women while preserving the traditional lacquer craft in Ha Thai. As Vietnam accelerates its digital transformation, initiatives like EKOART play a vital role in empowering local businesses and women artisans to thrive in the digital economy.
