Now in its third consecutive year, this initiative is part of Coca-Cola Beverages Vietnam’s EKOCENTER program – a community development model designed to empower local communities through partnership and capacity building. Following recent administrative adjustments, the project has expanded its reach from Duyen Thai Commune (Thuong Tin District) to Ngoc Hoi and Hong Van Communes, continuing its mission to support local women artisans in adapting to the digital economy while preserving the cultural heritage of traditional craft villages.
This is the third consecutive year this initiative is implemented to empower women in handicraft villages, as part of the company’s EKOCENTER program.
The event was attended by representatives of local authorities, the Vietnam Fatherland Front, and the Women’s Union of Ngoc Hoi and Hong Van communes, along with more than 180 women participants, including artisans and household business owners in traditional crafts such as Ha Thai lacquerware, Vinh Thinh conical hats, tailoring, and handmade fashion.
A survey conducted in mid-October 2024 by Pioneer, a project partner, on the current application of e-commerce in Ha Thai craft village revealed that most household businesses and enterprises are aware of and can articulate the benefits of adopting e-commerce for their operations. Among the perceived advantages, 67% of respondents cited broader market access as the most significant benefit. Other recognized advantages included enhanced competitiveness, reduced operating costs, easier data collection and analysis, and optimized sales processes. However, fewer than 10% of these businesses currently sell their products through e-commerce platforms, while the majority still rely on traditional sales channels such as trade fairs, exhibitions, or wholesale markets. Notably, 93% of surveyed businesses have never participated in any training programs on digital transformation or e-commerce.
The project aims to enhance digital literacy and e-commerce capabilities among women, enabling them to apply digital tools in developing their craft businesses, expanding their market reach, improving income, and ultimately enhancing the quality of life in local communities. Now in its third year, the program has been expanded to cover a broader range of handicraft sectors, featuring signature local products such as Ha Thai lacquerware and Vinh Thinh conical hats. Through in-depth learning and practice, the participants are guided to explore new markets, new customer segments, and innovative business models, including combining e-commerce with cultural and experiential tourism.
The training sessions are led by experts and members of the Executive Committee of the Vietnam E-commerce Association
By helping preserve and promote the cultural heritage embedded in traditional handicraft products, the initiative contributes to the sustainable development of Hanoi’s craft villages. It also reaffirms Coca-Cola Beverages Vietnam’s long-term commitment to community empowerment, and the preservation of Vietnam’s cultural identity.
Speaking at the event, Ms. Nguyen Lan Huong, Strategic Engagement Director at Coca-Cola Beverages Vietnam, shared: "We believe that when women are given the opportunity to access knowledge and technology, they can not only strengthen their own economic independence but also help preserve and promote the cultural heritage of their communities. And Coca-Cola Beverages Vietnam is proud to continue our journey of creating lasting value in the places we call home."
Ms. Nguyen Lan Huong, Strategic Engagement Director at Coca-Cola Beverages Vietnam, spoke at the event
The training sessions are led by experts and members of the Executive Committee of the Vietnam E-commerce Association (VECOM). The curriculum is designed for practical application, covering: an overview of B2B and B2C e-commerce models in domestic and international markets; personal branding and the use of AI in marketing handicraft products; hands-on guidance on setting up and operating online stores on e-commerce platforms and social media; online selling techniques such as livestreaming, product photography, and content editing. In addition to classroom sessions, the project includes baseline surveys, practical workshops, and field exercises, enabling participants to immediately apply what they learn to their actual business operations.
Echoing this sentiment, Ms. Pham Thi Bich Thuy – Party Committee Member, Standing Vice Chairwoman of the Vietnam Fatherland Front, and Chairwoman of the Women’s Union of Ngoc Hoi Commune, added: "We deeply appreciate Coca-Cola Beverages Vietnam’s continued support. This program not only provides essential knowledge and skills but also inspires women’s confidence, creativity, and entrepreneurial spirit. For Ngoc Hoi, where many small household producers and traditional craft workshops operate, the training brings great value, helping local products reach wider audiences and opening new directions by combining traditional craftsmanship with modern technology."
