Coca-Cola Beverages Vietnam has officially launched the “E-commerce Business Training Project for Traditional Conical Hat Products for Women in Ngoc Hoi Commune” at the Vinh Thinh Village Cultural House in Ngoc Hoi Commune, Hanoi. The initiative is part of Coca-Cola Beverages Vietnam’s community development program in Hanoi and reaffirms the company’s long-term commitment to supporting local communities, particularly women and traditional craft villages, in their journey toward digital inclusion and sustainable livelihoods.
The launch event welcomed nearly 200 participants, including representatives from local authorities, the Ngoc Hoi Women's Union, conical hat-making households, local youth, Coca-Cola Beverages Vietnam, and partner training organizations.
Connecting traditional heritage with opportunities in the digital era
This marks the second year the program has been implemented in Vinh Thinh Conical Hat Village, Ngoc Hoi Commune, a nearly 180-year-old craft village recognized as a Traditional Craft Village by the Hanoi People's Committee in 2020. Today, more than 70 per cent of households in the village continue to practice the craft, helping preserve local cultural heritage while providing a stable source of income for residents.
Through the project, Coca-Cola Beverages Vietnam aims to develop a model that combines the preservation of traditional cultural values with e-commerce adoption, enabling local artisans to unlock the economic potential of their distinctive handcrafted products.
Mr. Bui Khanh Nguyen, Vice President of Public Affairs, Communications and Sustainability at Coca-Cola Beverages Vietnam, said: "This is the fourth consecutive year Coca-Cola Beverages Vietnam has implemented this program to support craft village communities in their digital economy journey. After three years focused on raising awareness, this year we are moving toward tangible outcomes through a model that integrates traditional craft preservation, digital skills development, and craft village branding.
"Beyond equipping participants with e-commerce knowledge, the project also helps enhance product value through creative guidance from art and design experts while building a digital presence for Vinh Thinh Conical Hat Village to expand market access and promote experiential tourism. We believe that when tradition is empowered by technology and the creativity of young people, Vietnamese craft villages can gain new momentum to grow sustainably and reach wider markets in the future."
The project will run from June through August 2026 in two phases. Following a selection process that assesses participants' skills, knowledge, and understanding of the craft village, 10 artisans and 10 young pioneers will join a six-week intensive training program led by experts from the Vietnam E-commerce Association (VECOM) and Vietnam National University, Hanoi.
Through a combination of online and in-person training sessions and hands-on practice, participants will gain practical skills in e-commerce, digital marketing, livestream selling, and AI-powered content creation. The program will also support efforts to enhance the aesthetic appeal and commercial value of traditional conical hats. Participating youth will receive financial support, while artisans will be provided with acrylic paint sets to encourage product innovation and creative development.
Enhancing product value and building a digital brand for the craft village
One of the key highlights of this year's program is the involvement of a lecturer from the School of Interdisciplinary Sciences and Arts at Vietnam National University, Hanoi. She will work closely with artisans to explore and apply new decorative techniques aimed at improving the aesthetics, functionality, and market value of traditional conical hats.
In parallel with the training activities, the project will support the creation and operation of the village's official Facebook page, "Làng Nghề Nón Lá Vĩnh Thịnh." The platform will serve as a digital showcase for the centuries-old craft village, helping strengthen the visibility of local OCOP products while sharing stories about the people, culture, and heritage behind the traditional craft. Through this initiative, the project aims to attract more customers and tourists to the village.
Ms. Pham Thi Bich Thuy, Chairwoman of the Ngoc Hoi Commune Women's Union, said: "The project not only provides new knowledge and skills in e-commerce but also creates opportunities for local residents, particularly women and young people, to participate more actively in the digital economy. We highly appreciate Coca-Cola Beverages Vietnam's continued partnership over the years in helping preserve and promote the values of traditional craft villages while supporting sustainable economic development."
The project is expected to conclude in late August 2026 with a closing ceremony and a livestream sales event featuring the 10 young pioneers and influencer "Anh Tay Oi." The event will provide participants with an opportunity to apply their newly acquired skills while introducing Vinh Thinh's traditional conical hats to a broader online audience.
Through this initiative, Coca-Cola Beverages Vietnam continues to reinforce its commitment to sustainable development in the communities where it operates while helping preserve Vietnam's cultural heritage for future generations.
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