Can Traditional Craft Villages Thrive on TikTok? The Surprising Answer
Take on New Challenges with Confidence: Promoting Traditional Craft Village Products on TikTok
Actor Hung Thuan, who participated in the 6th episode of the program ‘Main Occupation’, was given the task of promoting the image of the traditional craft village and helping creators update online sales trends on TikTok Shop. As soon as he received the task, actor Hung Thuan asserted: “This is what Thuan does every day with his friends. Closed!”
Immediately, Hung Thuan formed a perfect team including himself, Le Anh Nuoi (@le_anh_nuoi), Doctor Cung (@bacsicungungbuou), Miss Le Hoang Phuong (@hoangphuongofficial) and runner-up Hoang Nhung (@ahauhoangnhung). Although they are all in a specific field, they all decided to pursue a long-term live streaming career. The whole group was divided into two groups and went in two directions to visit the home of lantern artisan Nguyen Trong Binh and the artisan’s processing workshop in the city of Ho Chi Minh City.
Binh’s family has a tradition of making lanterns for 50 generations, with more than 3 years of experience. In 1990, many new and more attractive toys for children appeared on the market. So after a while, he moved to another job to make a living. After that, Binh got married and his mother got sick again, so he had some time to stay home and then returned to work. At the same time, Binh met cultural researcher Trinh Bach and the two decided to combine old lantern models to create new ones.
Currently, Mr. Bin’s lantern workshop has eight family members who continue the family tradition. The workshop, together with the workers, makes about 100 to 200 simple lanterns every day. For more advanced and elaborate lanterns, the production time can last up to 10 days or even 2 weeks because everything is made by hand.
Nguyen Trong Binh, a craftsman, said that traditional lanterns using candles always bring emotion and express the unforgettable cultural beauty of the Vietnamese people. Therefore, traditional lanterns are always popular items not only for children but also for those who are interested in cultural and artistic values. However, to make a traditional lantern, the craftsman has to go through many steps, from selecting bamboo, drying it, splitting it into a frame, to painting it, drawing patterns, marking it, and forming it into interesting shapes.
Binh also said that many of his products have been shipped to many provinces and cities across the country, as well as overseas. “Recently, friendly countries, especially schools with many international students, often set up beautiful lanterns to celebrate the Mid-Autumn Festival. Secondly, there are many foreign shops coming here to order decorations. Some countries that can be mentioned are Canada, Australia, Malaysia, Indonesia, etc.” – Binh said.
Artist Nguyen Trong Binh proudly said: “To this day, I am very proud that the lamp holders I made with my own hands have reached the world.”
After hearing Master Nguyen Trong Binh share his lantern-making skills, Mr. Le Hoang Phuong was very pleased and expressed his respect for the artist.“To keep the fire going so far, it takes more than material values to have love, understanding, and the courage to keep this profession.”
The First Live Streaming Session on Handmade Products
During the research, the craftsman Nguyen Trong Binh guided the group to try making lanterns. Facing an unexpected situation, actor Hung Thuan accidentally damaged the lantern. He expressed his regret and sorrow for the hard work of the worker. Immediately after, Mr. Binh quickly reassured the group and gave instructions on how to solve the problem. This practical experience opened new perspectives for both the creator and the audience, allowing everyone to better understand the meticulousness, consideration, and heart of the craftsman who creates traditional handicrafts.
Actor Hung Thuan discussed with artisan Nguyen Trong Binh the possibility of putting lanterns and other handicrafts on the online market instead of selling them in traditional markets, suggesting ways to bring more joy to consumers by producing product components that children can assemble themselves.
But when the group met to discuss a topic assigned by the organizing committee, Hung Thuan wondered: Is it possible to bring the products of artisan Nguyen Trong Binh online and sell them through livestreaming?
Le Anh Nuoi believes that many things are difficult. First, artist Binh is new to the TikTok Shop platform. Second, the lanterns are made of bamboo and tied with iron bars, which makes them difficult to transport and easily dented and damaged. In addition, the lanterns are handmade products, so it takes time to repair them and return them to customers. “If you sell a product for a small profit, but then have to pay it back, it’s easy to lose money.” – Le Anh Nuoi said.
Dr. Cung also opposed it because it would require not only the difficulty of the product, but also the artisans to learn how to become familiar with digital technologies, platforms, and live streaming policies. “From an old person’s perspective, the problem is simply impossible.”
Actor Hung Thuan also said that this product is “very difficult to sell”!
At the end of Episode 6, many difficult questions are raised. What surprising problems will actors Hung Thuan, Doctor Cung, Le Anh Nuremberg, Miss Hoang Phuong and runner-up Hoang Nhung face in the process of bringing traditional products to TikTok Shop? The solutions will be gradually revealed in Episode 7 of ‘Core Jobs’.