Following the strong impression made in previous editions of the international Artigiano craft fair, especially in 2023 and 2024, Vietnam again serves as a focal point of the 29th event.
Under the leadership of the Hanoi Department of Agriculture and Environment, the national pavilion is organized with a strategic vision and centers on the theme "Vietnam OCOP Products: Converging Value, Spreading Culture."
Overview of the event.
The Hanoi-Vietnam showcase spans more than 100 square meters and features an open and elegant design inspired by contemporary Asian aesthetics. It serves not only as a space for product exhibition but also as a cultural bridge that allows European visitors to experience the artistry and culinary heritage of Vietnam.
Ten reputable enterprises from Hanoi and other provinces present a diverse selection of refined handicrafts including ceramics, silk by Handysilk, bamboo and rattan products, as well as high quality OCOP agricultural items such as tea, coffee, cashews and dried fruits. Their presence reflects the blend of traditional craftsmanship and export standards.
The opening ceremony on December 6 2025 welcomed Ms. Nguyen Thi Thu Ha from the Embassy of Vietnam in Italy, representatives of the Vietnam Trade Office in Italy and several key partners including Mr. Enrico Brambilla, Secretary General of the Milan Handicraft Federation, Mr. Gabrielle Alberti, Director of the fair, Ms. Loredana, President of the Milan Handicraft Association, the Hanoi Department of Agriculture and Environment and participating Hanoi businesses.
Speaking at the ceremony, Mr. Enrico Brambilla expressed his appreciation for Hanoi's continued participation and noted the strong market potential of ceramics, silk and lacquerware among Italian and European consumers.
He affirmed his commitment to supporting Hanoi and Vietnam at Artigiano 2026 as a pathway toward long term cooperation.
Representatives of the Vietnamese Embassy proposed that the organizers enhance international knowledge sharing, provide deeper insights into market trends and facilitate direct connections with European importers and wholesalers.
Visitors at the event.
From the first days of the fair, the Hanoi Vietnam booths attracted large crowds of visitors, buyers and partners. Mr. Antonio Intiglietta, Chairman and CEO of Gestione Fiere, visited the pavilion and praised the unique and colorful character of the products. He noted that their cultural depth creates a strong appeal for international consumers.
Through discussions with Italian partners, both sides analyzed global aesthetic and consumption trends and agreed on the importance of long term collaboration for the sustainable development of the handicraft sector.
The shared goal is to design programs that promote the cultural value and craftsmanship of Hanoi and Vietnam, ensuring that OCOP products serve not only as commercial goods but also as cultural ambassadors in international markets.
Artigiano Milan 2025 once again proves to be an effective platform that elevates Vietnam's national brand and opens new trade opportunities for Vietnamese products at Italy's leading economic and cultural center.