Tiếng Việt
As companies increasingly prioritize sustainable branding strategies, corporate gifts are no longer viewed as symbolic or purely ceremonial items. Today, a partner gift is expected to carry meaning, convey values, and reflect a company’s identity and long-term vision. In this context, the decision by Heineken to select a custom hand-painted Cỏ Bàng hat by Maries as a corporate gift for international artist Alan Walker during its year-end Countdown event in Vietnam stands as a clear illustration of this shift—where local cultural heritage is thoughtfully positioned within a global, contemporary setting.
Beyond this milestone, Maries has also collaborated on branded gifting initiatives alongside VinFast VF9, witnessed moments where Vietnamese handicraft unexpectedly intersected with global pop culture figures, and earned the 2025 City-Level Certification for Outstanding Rural Industrial Products. These developments collectively reinforce the growing relevance of Vietnamese handcrafted products in high-profile branding and corporate gifting contexts.
A Lepironia Conical hat—crafted from a material deeply rooted in rural Vietnamese life—appearing alongside one of the world’s leading electronic music artists is more than a symbolic pairing. It reflects how international brands are approaching Vietnam with increasing respect for local culture and craftsmanship. Maries’ a Lepironia Conical hat are made from natural grass harvested in Huế and produced through a meticulous, multi-stage manual process that includes drying, fiber treatment, hand weaving, structural stitching, surface finishing, and custom hand-painting tailored to each brand’s identity. Each piece represents the cumulative effort of skilled artisans, closely tied to the livelihoods of rural women and the preservation of long-standing craft villages.
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Within modern corporate gifting strategies—particularly for premium partner gifts—the power of storytelling has become decisive. Rather than opting for mass-produced items, many businesses now seek gifts capable of communicating brand values, social responsibility, and a commitment to sustainable development. Heineken’s choice of a custom-designed Lepironia Conical hat demonstrates not only refined taste but also a strategic intention to align with local craftsmanship and cultural values, allowing Vietnamese identity to appear organically within an international event framework.
Alan Walker’s performance in Vietnam during Heineken’s year-end Countdown was a major cultural and entertainment highlight, drawing attention from both domestic and international audiences. In this setting, the gift presented transcended personal significance and became a powerful media symbol. The image of a Vietnamese handcrafted hat accompanying a global artist underscores the idea that local artisanal products can confidently share the global stage with internationally recognized brands—provided they are presented in the right context and communicated through a contemporary narrative.
From a broader perspective, this story reflects an evolving mindset around corporate partner gifts in Vietnam. Gifts are no longer selected simply to fulfill protocol; they are increasingly integrated into brand-building strategies. A handcrafted, eco-friendly product with a clear cultural identity can create a strong emotional connection with partners, clients, and the public. This shift explains why search terms such as “sustainable corporate gifts,” “premium partner gifts,” and “Vietnamese handicraft gifts” continue to gain traction on Google, mirroring real market demand.
For Maries, being chosen for an event of international scale represents more than product recognition—it affirms the brand’s long-term direction. That direction is defined by bringing craft heritage beyond its traditional boundaries, connecting it with contemporary lifestyles and global markets. When a Cỏ Bàng hat appears at a modern music event, heritage is no longer confined to the past; it evolves, adapts, and continues to resonate with younger generations.
The Heineken – Alan Walker – Maries story demonstrates that when thoughtfully executed, corporate partner gifts can become meaningful brand touchpoints. They are moments where Vietnamese heritage does not remain static, but moves, intersects, and spreads. As Vietnam continues its deep integration into the global economy, culturally rooted, custom-designed gifts—told through a modern, internationally fluent lens—will remain a preferred choice for companies seeking distinction and long-term brand value in both domestic and global markets.
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