Maries’ Imprint at the Festival for Conservation and Development of International Craft Villages 2025

Maries’ Imprint at the Festival for Conservation and Development of International Craft Villages 2025

In the crisp November air of Hanoi, the Imperial Citadel of Thăng Long transformed into a radiant and vibrant cultural stage—alive with the spirit of thousands of skilled artisans from more than 30 countries. From November 14–18, the Festival for Conservation and Development of International Craft Villages 2025 unfolded in spectacular color—a landmark cultural event co-organized by the Hanoi People’s Committee and the Ministry of Agriculture and Environment, carrying the theme: “Preservation – Development – International Integration.”

Amid this convergence of traditional values and contemporary expression, Maries brought a tender yet profound piece of Central Vietnam into the heart of the capital, retelling the story of Huế through the soft, soulful language of Lepironia grass—a material rooted in more than 500 years of craft tradition.

🌏 A Festival of International Scale

From November 14 to 18, Thăng Long Imperial Citadel glowed under festival lights, opening like a symphony of heritage, creativity, and aspirations for global integration. The event brought together more than 30 countries, thousands of artisans and creators, all merging into a vibrant cultural space of over 4,000 square meters, where every booth held a story and every product carried a memory waiting to be awakened.

The opening night, themed “Preservation – Development – International Integration,” felt like an invitation for the world to listen to the enduring voices of Vietnamese traditional crafts—where the essence of the past meets the aspirations of the present to shape sustainable values for the future. Display areas—from internationally certified craft villages to heritage spaces such as Yên Thái dó paper, La Khê silk weaving, Kim Hoàng painting, Định Công silverwork, and Bá Dương Nội kites—came together like a living museum, where visitors were not merely observing but touching, listening, and feeling the soul of Vietnamese craftsmanship in every fiber and pattern.

🌿 Maries’ Distinctive Presence at the Festival

Amid the energetic flow of the festival, booth PT86 of Maries stood out as an emotionally rich destination—where Huế’s heritage was retold through a refined and contemporary craft narrative.

Visitors from across Vietnam and around the world were drawn to the booth, not only captivated by the meticulous beauty of each handmade item but also by their fascination upon encountering Lepironia grass for the first time. In a space full of familiar materials such as seagrass, rattan, bamboo, water hyacinth, and synthetic fibers, Lepironia appeared like a refreshing breeze—soft yet resilient, rustic yet elegant, expressive yet still carrying the quiet simplicity of Central Vietnam.

Guests eagerly asked about the material itself—how each fiber is treated, the natural textures, and especially the hand-painted motifs adorning every hat, bag, and charm. They were deeply intrigued by the cultural meanings behind the designs inspired by Vietnamese heritage: the purity of the lotus, the elegance of royal Huế, the intricacy of mosaic art, the graceful lines of the Vietnamese áo dài, the iconic red-and-gold national flag, and the heartfelt phrase “I Love Vietnam.” Each motif carried a distinct cultural story, and as Maries’ artists shared these stories, guests realized that these were not just fashion items but meaningful cultural expressions.

One of the festival’s most captivating artistic highlights was the live hand-painting demonstration. Stroke by stroke, layer by layer, the patterns blossomed under the artists’ hands. Visitors watched in awe—many filming the process, expressing admiration, and sharing the videos instantly. Through these moments, they could truly feel the value, patience, and artistic depth embedded in Huế’s traditional craftmaking.

Many Hanoi customers—who had previously known Maries through social media—came to the festival “to finally see the products in real life.” When they touched each conical hat, bag, or charm meticulously painted by hand, they shared that the authenticity of the craftsmanship and the natural materials immediately earned their trust. Shopping energy stayed high throughout the day, especially during demonstration hours—when items freshly showcased on stage were purchased almost instantly, as if witnessing the artisans’ hands in action had touched something deep within the visitors.

Especially noteworthy was the Lepironia Conical Hat with the “Lý Dynasty Dragon,” which became a standout attraction among young visitors. Many excitedly recognized it as the exact hat famously worn by Korean artist G-Dragon during a music event in Vietnam in June. The wave of pop culture gave this traditional hat an unexpected surge of popularity, driving countless young people to the booth to “see it with their own eyes and touch it for real.”

International visitors were equally impressed by the “54 Ethnic Groups of Vietnam” collection, displayed prominently at the entrance of the booth. They spent long moments admiring each motif, each costume, and each representative color—a visually powerful and artistic way of narrating Vietnamese culture. Many said they had never seen a handcrafted collection that conveyed Vietnam’s cultural identity so deeply, proudly, and beautifully.

Maries’ presence at the Festival was more than a display booth—it was a powerful affirmation of Hue’s craftsmanship in an international gathering of 30 countries. Maries’ team was invited to perform onstage, helping the brand’s image reach a wide audience of tourists and international buyers, creating strong impressions among key markets such as Japan, Korea, the UAE, and Australia.

The event grew even more meaningful as Maries’ delegation was invited to pay respects at President Ho Chi Minh’s Mausoleum and received honorary badges—a rare recognition given to outstanding enterprises and artisans, acknowledging Maries’ long-standing dedication to preserving and celebrating Hue’s heritage.

At the Festival, Maries brought not only its products but also the stories behind them: stories of Hue’s artisans breathing life into every straw; stories of how a traditional Central Vietnamese material is elevated into premium handcrafted goods; and the story of how Hue’s cultural heritage finds its place in the global arena—embodying a spirit that is distinctly Vietnamese: gentle, soulful, yet full of quiet strength.

And it is precisely this spirit that made Maries shine—in its own unmistakable way.