Vietnam Highlights OCOP and Handicraft Excellence at Artigiano Milan 2025

10:00:41 PM | 12/8/2025

Building on its strong presence at previous editions of the International Handicraft Fair Artigiano - especially the successes of 2023 and 2024- Vietnam continues to stand out at the 29th annual event (AF L'ARTIGIANO 2025), held from December 6 to 14, 2025, at the Milan Exhibition Centre. This year, under the leadership of the Hanoi Department of Agriculture and Environment, the national pavilion is organized with a strategic vision and a central theme: “Vietnam’s OCOP Products: Converging Values - Spreading Culture.”

Opening of the Hanoi, Vietnam pavilion at the fair

The “Hanoi – Vietnam” area spans over 100m² and features an open, elegant design infused with contemporary Asian aesthetics. Beyond a space to showcase products, it serves as a cultural bridge, enabling European visitors to experience the artistry and culinary traditions of Vietnam firsthand. Ten reputable enterprises from Hanoi and other provinces present a diverse selection of refined handicrafts, including ceramics, silk (Handysilk brand), bamboo and rattan products, as well as high-quality OCOP agricultural goods such as tea, coffee, cashews, and dried fruits. These offerings, rooted in traditional craftsmanship and local agriculture, highlight the harmony between heritage and export standards.

The pavilion’s opening ceremony on December 6, 2025 welcomed the participation of Ms. Nguyễn Thị Thu Hà, Chargé d’Affaires of the Vietnamese Embassy in Italy, representatives of the Vietnam Trade Office in Italy, and notable partners such as Mr. Enrico Brambilla (Secretary General of Milan’s Handicraft Federation), Mr. Gabrielle Alberti (Fair Director), Mrs. Loredana (President of the Milan Handicraft Association), along with the Hanoi Department of Agriculture and Environment and Hanoi-based businesses. In his remarks, Mr. Brambilla expressed appreciation for Hanoi and Vietnam’s consistent involvement, noting the strong potential of Vietnamese ceramics, silk, and lacquerware to appeal to the sophisticated Italian and European markets. He pledged continued support for Vietnam’s participation in Artigiano 2026, paving the way for long-term cooperation.

Mr. Antonio Intiglietta, President and CEO of Gestione Fiere, visited the exhibition area and praised the “unique, distinctive, and colorful” qualities of Hanoi, Vietnam’s products.

Representatives from the Vietnamese Embassy encouraged the organizers to enhance international knowledge-sharing, deepen market insights, and strengthen direct connections with European importers and wholesalers. From the very first days, the Hanoi, Vietnam booths attracted large numbers of visitors, sparking vibrant interactions and purchases. Mr. Antonio Intiglietta, President and CEO of Gestione Fiere, visited the pavilion and praised the “unique, distinctive, and colorful” qualities of Hanoi’s products, affirming their cultural depth and strong appeal to international consumers.

Through discussions with Italian partners, both sides conducted in-depth analyses of global consumption and aesthetic trends, agreeing on the importance of long-term collaboration for the sustainable development of the handicraft sector. Their shared goal is to develop joint action programs to promote the cultural value and artisanal excellence of Hanoi and Vietnam, ensuring that Vietnamese OCOP products serve not only as commodities but also as cultural ambassadors in the international market.

Artigiano Milan 2025 once again proves to be a powerful platform, elevating Vietnam’s national brand image and expanding trade opportunities for Vietnamese products in Italy’s leading cultural and economic hub.

Some photos from the event.