Vietnamese Souvenirs Tell Everyday Stories, Drive Creative Economy

Souvenirs in Vietnam are shedding their conventional designs and evolving into more personal and appealing items that reflect the daily lives of contemporary Vietnamese people. Items gaining attention from both tourists and domestic consumers in recent years include "banh mi" (Vietnamese baguette) lapel pins, sketchbooks capturing Hanoi's tangled streets, and illustrations of daily life in Ho Chi Minh City. These products skillfully portray an authentic, approachable, and vibrant Vietnam, capturing people's hearts. This transformation is closely linked to the growth of Vietnam's creative economy. The Vietnamese government is positioning the cultural industry as a new engine for economic growth and is advancing strategic investments. Consequently, creative ideas and designs are becoming sources of economic value. Vietnam's creative economy is projected to reach USD 95 billion by 2030, with the souvenir industry playing a significant role. In addition to traditional handicrafts, souvenirs incorporating modern designs help protect and promote Vietnam's cultural heritage, while also creating new employment opportunities and contributing to the revitalization of the local economy. Initiatives like Hanoi's effort to transform its ancient heritage into a driver for the creative economy and the promotion of cultural industry strategies symbolize this trend. This evolution of souvenirs can be said to play an important role in establishing Vietnam's image not just as a tourist destination, but as a country with rich culture and creativity.