Preserving brocade weaving: Improving the quality of life for ethnic minorities

Chieng Chau Brocade Weaving and Tourism Service Cooperative in Hoa Binh Province’s Mai Chau District not only is a place that preserves the essence of the traditional weaving craft of the Thai ethnic group, but also plays a crucial role in improving the quality of life for local people.

Chieng Chau Brocade Weaving and Tourism Service Cooperative preserves the cultural beauty of the Thai ethnic group - photo: T.O

Over the years, Chieng Chau Brocade and Tourism Service Cooperative has built a strong linkage with local artisans while continuously innovating and enhancing product quality, developing its branding from the domestic market to international markets.

In addition to preserving cultural identity, the cooperative focuses on economic development by creating stable jobs for hundreds of ethnic minority workers. Many women, who were once only familiar with traditional looms and farming, now have additional income and improved livelihoods thanks to the weaving profession. However, maintaining and expanding production remains a challenge, particularly in terms of workspace, capital, and market access.

To gain a deeper understanding of the cooperative’s journey, its development process, and the challenges it faces, we spoke with Vi Thi Oanh, Deputy Director of Chieng Chau Brocade and Tourism Service Cooperative, about the support policies from which the cooperative has benefited as well as strategies to boost product consumption, and the desire for greater attention from authorities to enhance production efficiency and help ethnic minorities improve their living standards.

Could you tell us about the cooperative’s establishment and scale?

Chieng Chau Brocade Weaving and Tourism Service Cooperative was founded in 2013 with the goal of reviving and developing the traditional weaving craft of the Thai ethnic group. Initially, we had only a few simple looms, producing on a small scale based on individual orders. However, recognizing the potential of brocade weaving, we expanded our operations, invested in additional equipment, and trained more workers.

Currently, the cooperative operates in a workshop totaling more than 300 square meters in area, equipped with 14 sewing machines and more than 40 weaving looms, providing jobs for over 20 full-time workers and around 100 part-time laborers. Every month, we produce thousands of brocade products, ranging from traditional woven fabrics to items, such as handbags, clothing, pillows, and stuffed animals.

Beyond production, the cooperative is also involved in community-based tourism, allowing visitors to experience brocade weaving firsthand. This not only enhances the value of our products, but also promotes the traditional craft. We have expanded our market reach to major cities, such as Hanoi and Ho Chi Minh City and have even exported products to France and Japan. Notably, the cooperative participated in producing the Sao La mascot for the 31st SEA Games, further elevating the reputation of Chieng Chau brocade.

What kind of support has the cooperative received from the government to improve production efficiency and product sales, and what solutions have been implemented to boost sales?

Over the past time, our cooperative has received significant support from government policies at both the national and local levels. We have been given opportunities to participate in trade fairs and exhibitions to showcase our products, as well as receive technical assistance, vocational training, and access to preferential loan programs. These policies have helped us enhance product designs, improve quality, and expand our distribution channels.

In addition, we have proactively diversified our product offerings to align with customer preferences. Previously, our brocade weaving products mainly consisted of fabric and traditional clothing. However, we have now expanded into more modern items, such as handbags, slippers, scarves, and fashion accessories. The cooperative has also strengthened its online marketing efforts, established connections with major businesses and tourist attractions, and partnered with travel agencies to allow visitors to experience brocade weaving firsthand, thereby stimulating demand.

Vi Thi Oanh (in pink), Deputy Director of Chieng Chau Brocade Weaving and Tourism Service Cooperative, gives cooperative members guidance on weaving techniques - photo: N.H

How has the cooperative created jobs and supported ethnic minority communities in mountainous areas?

Since its establishment, our cooperative has aimed at not only preserving traditional crafts but also providing stable employment for local people. Currently, we offer regular jobs to over 20 ethnic minorities at our workshop and approximately 50 part-time workers. Many women who previously had no stable employment can now earn additional income while still taking care of their families. The average monthly income ranges from VND3.5-5 million per capita, significantly improving their quality of life.

Beyond job creation, we also focus on vocational training for women. We organize free weaving classes, teaching such skills as material selection, fabric weaving, color mixing, and product design. Those without prior experience can learn at the cooperative and later work in the workshop or take materials home for production. This has enabled many women to independently create and sell their own products, further increasing their income.

Additionally, we assist local artisans with product sales. We collaborate with households to purchase woven products, ensuring they have a stable market without worrying about distribution. We also work with local authorities on support programs for ethnic communities, such as providing machinery, raw materials, and training on sustainable economic practices.

What recommendations do you have for local authorities to further enhance the efficiency of brocade production and sales?

Although our cooperative has made positive strides, we still face several challenges, particularly in terms of production space and investment capital. Our current workshop is becoming too small to accommodate production expansion, yet securing land for a new facility remains a significant hurdle. Therefore, we hope that local authorities can support us by allocating land to expand our operations, allowing us to better meet production and market demands.

Additionally, funding remains a major issue for our cooperative. At present, preferential loan programs for small production facilities are quite limited, making it difficult for us to invest in new machinery and raw materials. We hope to gain access to low-interest loan packages that would enable us to develop further.

We also seek more support in workforce training and market promotion. Training programs on design, business management, and market access would help us improve product quality and expand our customer base. Furthermore, we need more opportunities to participate in both domestic and international fairs and exhibitions to promote our products, connect with potential partners, and expand our market reach.

I believe that with timely support from the government and relevant agencies, Chieng Chau Brocade Weaving and Tourism Service Cooperative will continue to thrive. This will not only provide stable income for ethnic minority communities but also help preserve and promote the rich heritage of traditional brocade weaving.