Linkages drive cultural industries

To create attractive and internationally competitive products, Ha Noi has actively formed linkages with provinces and cities in the region, focusing on four key pillars: cultural tourism, handicrafts, cuisine, and performing arts. However, more attractive cultural industry products require even closer coordination and cooperation.

Elevating uniqueness

The Vietnamese Craft Village Essence Centre in Bat Trang Commune, Gia Lam District, Ha Noi, does more than present the history and culture of Bat Trang Pottery Village. It also showcases the aesthetics of contemporary products. Among these is a high-end product line marked not only by crafting processes, shaping techniques, and firing methods, but also by its cultural story. This includes the “Huong Sa”, meaning "silt of the Huong River", pottery line. The river holds a special place in the spiritual and cultural life of Hue people.

Wishing to create a culturally profound, inimitable line of fine pottery, Nguyen Trung Thanh, CEO of Gia Toc Viet Ceramics Group, collaborated with Vo Van Quan, founder of the XQ Vietnam embroidery brand. Their creation is a product that captures the spirit of Hue and embodies the aesthetics of Hue's royal culture through the artistry and technique of Bat Trang craftsmen. Thus, the Huong Sa ceramic line was born.

Huong Sa ceramics are just one among the many cultural industry products born from linkages between Ha Noi and other provinces and cities nationwide. In the field of handicrafts, numerous other linkages have been established, such as those between silverware shops on Hang Bac Street (Hoan Kiem District, Ha Noi) and traditional craft villages like Dong Xam (Thai Binh) and Chau Khe (Hai Duong); between silk, embroidery, and lace shops in Ha Noi’s Old Quarter and craft villages such as those for Nha Xa silk (Ha Nam) and Van Lam embroidery (Ninh Binh); and between bronzeware shops on Hang Dong Street and workshops in Y Yen (Nam Dinh) and Dai Bai (Bac Ninh).

Within these partnerships, Ha Noi typically handles product design, marketing, and sales, while the surrounding provinces focus on production to order. This model helps diversify Ha Noi’s handicraft market, especially in tourism, while simultaneously driving local manufacturing.

Tourism linkages have been even more dynamic. Numerous cultural tourism tours and routes have been launched and are now in operation. One such tour is “Connecting the ancient capitals of Viet Nam”, which guides tourists through ancient capitals from the Hung Kings era to Thang Long and then to Hoa Lu.

Many tours begin at Ha Noi’s heritage sites and proceed to destinations such as Keo Pagoda (Thai Binh), Tam Chuc Pagoda (Ha Nam), and Bai Dinh Pagoda (Ninh Binh). Most recently, a tour exploring Kinh Bac heritage has linked Ha Noi’s heritage with a “chain” of heritage sites in Bac Ninh Province, including But Thap Pagoda, Dau Pagoda, Dong Ho Painting Village, and Phu Lang Pottery Village.

A particularly unique set of tours developed in recent years are the river tours connecting Ha Noi with Hung Yen, Bac Ninh, and Ha Nam. The most popular of these begins at Chuong Duong Do Wharf (Hoan Kiem District) and stops at destinations such as Bat Trang Pottery Village, Dam Temple (Ha Noi), and Da Hoa Temple (dedicated to Saint Chu Dong Tu in Van Giang District, Hung Yen).

Beyond handicrafts and cultural tourism, linkage activities are also prevalent in the performing arts. Recently, several major shows have involved close coordination between local authorities, organisers, and artists from Ha Noi and neighbouring provinces. In festivals, tourism weeks, and cultural exhibitions, Ha Noi regularly plays a leading role in showcasing cultural industry products for other provinces and cities.

Assoc. Prof. Bui Hoai Son, Standing Member of the National Assembly’s Committee for Culture and Education, commented: “Linkages provide the opportunity to build an effective regional network, fostering the development of cross-sector and inter-provincial cultural-creative value chains. These linkages connect all stages, from creation and production to distribution and consumption, across multiple localities, allowing for mutual advantages and increased overall value.

“With its role as a major hub for creativity, training, and consumption, Ha Noi can act as the engine driving the formation of these industry-wide linkages. Meanwhile, neighbouring provinces such as Bac Ninh, Nam Dinh, Ninh Binh, Thai Binh, and Hai Duong boast abundant cultural resources, thriving craft villages, and skilled labour forces — essential links in traditional material supply, manufacturing, and processing chains.”

Promoting effective, meaningful linkages

Despite its vast potential, the development of cultural industry linkages remains largely spontaneous among individuals, organisations, and enterprises. The role of public authorities has yet to be clearly defined, resulting in a scarcity of standout, well-branded products that exemplify the linkage process.

Assoc. Prof. Dr. Vu Thi Phuong Hau, Director of the Institute of Culture and Development (Ho Chi Minh National Academy of Politics), proposed: “Among the possible solutions, institutional and policy solutions are key. For instance, Ha Noi and neighbouring localities should collaborate to develop a cultural industry linkage project for the capital region for 2025–2035, clearly defining the role of each province or city in the collective development network. A regional-level, cross-sectoral coordinating mechanism should also be established, along with regular cultural industry forums in the capital region to foster policy dialogue and consensus.”

She added that infrastructure and technology development must also consider inter-provincial and inter-regional integration. For example, each locality could develop a digital database of its heritage sites, festivals, and craft villages, which could then be integrated into a shared interactive digital map for the Red River Delta region.

On this policy foundation, Ha Noi and other localities can deploy specific actions. Assoc. Prof. Tran Thi Ngoc Quyen, Deputy Director of the Institute for Creative Studies (Foreign Trade University, Ha Noi), suggested: “Tourism and gift-oriented handicrafts should be priority sectors. For these sectors, we must encourage investment in creative products, promoting culture-specific items that reflect local identities while aligning with the broader regional values.

For example, in a linkage between Ha Noi and Hai Duong, the Chu Dau pottery line could be revived, with Hai Duong providing the products and Ha Noi handling exhibitions, brand design, and international trade promotion. Meanwhile, a Ha Noi–Ninh Binh partnership could develop heritage tours with an educational focus, whereby Ninh Binh offers destination experiences and Ha Noi creates cultural education programmes, develops school materials, and organises themed tours for students.”

Assoc. Prof. Dr. Dang Hoai Giang (Viet Nam National University, Ha Noi) also suggested developing experiential tours connecting Ha Noi’s craft streets with their origin villages in Hai Duong, Nam Dinh, and Thai Binh. This would greatly enhance the tourist experience.

Many experts agree that linkage is not only an opportunity but also a necessary, long-term strategy to enhance the competitiveness of cultural industry products, especially in a globalised context. Therefore, Ha Noi must take a more proactive role in forming linkages to build strong, competitive cultural industry brands that are capable of holding their own in regional and international markets.

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