Distinctive craftsmanship builds a strong brand
Fine woodcarving has been part of life in Thiet Ung for generations. In the past, products were made mainly to meet the daily needs of local residents. Thanks to their exceptional skills, many artisans from the village were selected to work at the royal court, contributing to the construction, crafting and decoration of palaces. Over hundreds of years, the people of Thiet Ung have steadfastly preserved the finest traditions of their craft.
Thiet Ung wooden statues come in a wide variety of types and designs, each distinguished by its refinement and individual character. The village specialises in fine woodcraft, particularly feng shui statues, worship statues and decorative sculptures. Completing a work of art requires patience and years of accumulated experience.
For artisans in Thiet Ung, one essential skill is the ability to “read the wood” — to recognise the characteristics of a raw timber blank, from its grain and texture to its natural shape, and select suitable material for the intended design. With every chisel stroke and carved line, craftspeople must carefully judge the direction and force of their tools to bring out the form while minimising the risk of cracking, breaking or damaging the wood grain.
For statues of Buddha, Maitreya, the Three Immortals and feng shui creatures, the highest level of craftsmanship is reflected in the treatment of facial features, eyes and expressions. Drawing on their skills and understanding of the material, artisans transform rough timber blanks through successive stages of chiselling, shaping and carving into works with balanced forms, graceful lines and lifelike details.
The Thiet Ung Craft Village Association currently has 28 artisans, five of whom have been awarded the title of Meritorious Artisan. Hundreds of skilled craftspeople in the village continue the woodcarving techniques passed down by their forebears. Many local products have received three-star or four-star OCOP certification, affirming their quality, aesthetic value and distinctive identity.
Meritorious Artisan Do Van Cuong, chairman of the Thiet Ung Fine Woodcarving Craft Village Association, said the village had a rich history, with generations of artisans refining and passing down their experience and techniques. The tradition of passing the craft from parents to children had kept it alive through the generations.
“We do not mass-produce items based on standardised designs. Each household and artisan has their own product lines and style, expressed through intricate carving,” he said.
Expanding markets in the digital environment
Thiet Ung craft village has introduced computer numerical control (CNC) technology into some stages of production, helping to shorten manufacturing times. Whereas a craftsperson previously needed more than a week to complete a product by hand, the process can now take around 12 hours.
Although machinery has increased productivity, intricate carving and fine details still depend on artisans’ skilled hands, aesthetic judgement and experience. Craftspeople in Thiet Ung therefore place considerable emphasis on combining modern technology with traditional hand-carving techniques, improving production efficiency while preserving the essence of their craft.
Amid modern life, many workshops in Thiet Ung have proactively adopted new promotional methods and used digital platforms to reach customers. Digital technology is helping the village’s fine woodcarving products reach a much wider market. Previously, sales depended largely on walk-in customers, regular buyers and intermediaries. Social media now enables woodcraft businesses to reach customers in many provinces and cities.
Through Facebook, TikTok and YouTube, artisans post photographs and videos showcasing their products and livestream the production process, from selecting timber blanks and shaping the wood to chiselling, carving and finishing. Customers can view designs, learn about product features, communicate with sellers and receive advice before placing orders.
Some workshops have also divided responsibilities according to individual strengths. Artisans concentrate on crafting, while younger family members create content, manage social media channels and engage with customers. This combination of traditional expertise and the younger generation’s digital skills is helping Thiet Ung woodcarving products reach broader markets.
However, adopting digital technology remains a challenge for some older artisans. Accustomed to chiselling, carving and dealing with customers in person, many are not yet proficient in posting photographs, filming videos, providing online consultations or selling through digital channels. Cooperation between generations within families and workshops can therefore help combine experienced craftspeople’s technical skills with younger people’s digital capabilities to promote local products more effectively.
According to Meritorious Artisan Do Van Cuong, young people in the village are actively promoting its image and showcasing products on digital platforms. Support from local authorities and specialised agencies has also provided further impetus. Through training programmes, guidance and encouragement for online promotion, local officials and production establishments are gradually becoming familiar with new communication methods. Artisans who previously had little exposure to technology are also learning to use digital tools to promote their products.
In the coming period, the village plans to accelerate digital adoption, expand online product promotion and combine these efforts with trade promotion activities to reach more customers and broaden its markets.
