Threads of Change: Huu Hanh Embroidery Revitalises Tradition and Empowers Vietnamese Artisans with Disabilities

Two decades ago, in the temperate highlands of Da Lat – a serene retreat in Southern VietNam’s Lam Dong Province – a small group of artisans came together with a shared mission: to preserve the region’s traditional embroidery art. Over the years, this collective flourished in the “City of Eternal Spring”, eventually evolving into what is now Huu Hanh Embroidery – a women-owned, socially driven enterprise.

Known for its peaceful landscapes of flowers, pine forests, and valleys, Da Lat has long inspired artistic expression. This spirit lives on in Huu Hanh’s exquisite embroidery, where delicate, vibrant threads bring to life rich imagery – from cherry blossoms to graceful cranes woven onto silk with remarkable precision. At Huu Hanh Embroidery, preserving the beauty of traditional craftsmanship goes hand in hand with creating lasting social impact. This mission is led with passion and purpose by Director Ms. Pham Ngo Nhat Thao and her dedicated co-owners.

Maintaining traditional embroidery practices has not been without its challenges. In the early years, Huu Hanh struggled to make ends meet, working tirelessly to generate enough revenue in the domestic market to pay artisans fair wages. As alternative job opportunities in other industries grew, and financial stability in embroidery remained uncertain, it became increasingly difficult to inspire youth people to pursue the craft.

In 2016, Ms. Thao turned to international markets, hoping to share Huu Hanh’s exquisite embroidery with a global audience. Embracing digital sales was a bold and difficult shift, and just as the company began to gain momentum, the COVID-19 brought progress to a sudden halt.  Despite the setbacks, Huu Hanh remained committed to its mission – continuing production where possible to ensure artisans could earn an income during these challenging times.

Emerging from the challenges of the pandemic and determined to move forward, Ms. Thao seized a new opportunity to strengthen Huu Hanh’s future. In July 2023, she proudly represented Huu Hanh Embroidery in an Asian Development Bank’s (ADB) business training program funded by We-Fi. Through the program implemented by the Women’s Initiative for Startups and Entrepreneurship (WISE), Ms. Thao participated in a two-day intensive business training workshop in Lam Dong, a focused group training in Can Tho and a six-month personalized business coaching and  mentorship journey. Along the way, she connected with a vibrant network of entrepreneurs from across Vietnam, including fellow participants in Can Tho and Lao Cai.

The Program’s Impact on Huu Hanh Embroidery Company

Participation in the Business Training Program proved transformative for Huu Hanh Embroidery. For Ms. Thao, the training provided practical tools to overcome long-standing challenges – particularly in e-commerce and digital marketing. By applying these new skills, she successfully turned a previously underutilized online presence into a key engine of growth for the company.

The benefits extended beyond digital sales. In the first half of 2025, Huu Hanh recorded a 30% increase in overall revenue, compared to the same period of the previous year. The company also expanded its product offerings with a more diversified range of artisanal embroidery, helping to attract a broader customer base. This growth has had a meaningful social impact: Huu Hanh has been able to hire four additional artisans, increasing its full-time staff to 40 – 10% of whom are individuals with disabilities.

Huu Hanh’s Next Steps Forward

Building on the success of the ADB-WeFi supported Business Training Program, Ms Thao is now setting her sights on expanding Huu Hanh’s Embroidery’s global reach. Her immediate goals include enhancing the company’s website, strengthening its digital presence and implementing the e-commerce and marketing strategies gained during the training. At the heart of her vision is a continued commitment to social impact. Ms. Thao aims to broaden vocational training opportunities for people with hearing and speech disabilities, establish new workshops to introduce more individuals to the art of embroidery, and grow Huu Hanh’s presence both locally and internationally.

Through the program, Ms. Thao was also able to connect with global buyers eager to own the exquisite, handcrafted work of Vietnamese artisans – an important step in preserving this cultural heritage. Financial management mentoring, another pillar of the training, has helped improve income stability for employees and ensures that the company’s growth directly benefits its artisans.

Huu Hanh Embroidery is a compelling example of how targeted support to small and medium enterprises can create ripple effects across communities. By equipping socially driven businesses with the right tools, the capacity building programs like thisenable vulnerable groups to build meaningful careers and help keep traditional crafts alive for generations to come.