Developing Bien Hoa pottery brand: Bringing tradition into modern life

Mai Thanh Xin, Director of Bien Hoa Ceramic Co., Ltd.

Dong Nai Newspaper and Radio, Television spoke with Mai Thanh Xin, Director of Bien Hoa Ceramic Co., Ltd. in Tran Bien ward, about his journey of preserving the traditional craft and his aspiration to take Bien Hoa pottery to a wider audience. The company bears the name "Bien Hoa Pottery" as part of its mission to help preserve and promote the renowned ceramic brand.

Preserving Bien Hoa pottery tradition while building a stronger brand

What inspired you to devote so much effort to developing the Bien Hoa pottery brand at a time when the fine art ceramics market remains subdued?

To me, Bien Hoa pottery is much more than a handicraft product. It is part of Dong Nai's history. More than a century ago, the Bien Hoa School of Applied Arts gave rise to a distinctive ceramic style characterised by incised decorative patterns, sophisticated glazing techniques and a unique artistic language. These are qualities unique to Bien Hoa pottery and impossible to replicate in their entirety.

Our goal is to bring Bien Hoa pottery back into everyday life through products that reflect contemporary lifestyles while preserving the spirit of the traditional craft.

For us, this is about more than doing business. It is also about preserving one of Dong Nai's cultural values.

We are gradually building our brand identity across digital platforms to connect with customers, not only by selling products but also by telling the story of Bien Hoa pottery, its history, artistic value and craftsmanship. We also use technology to develop concepts and create digital prototypes before production. However, shaping, carving, glazing and firing each piece still depend on the hands, experience and artistic sensibility of skilled artisans.

Mai Thanh Xin, Director of Bien Hoa Ceramic Co., Ltd.

What is the biggest challenge in preserving traditional values while meeting the demands of today's market?

The greatest challenge is finding the right balance between preservation and innovation. If we simply reproduce old designs, the products will struggle to appeal to younger customers. On the other hand, if we chase trends at the expense of our identity, Bien Hoa pottery will no longer be true to itself.

That is why we have chosen to preserve the core values of the craft, traditional techniques, materials, glaze colours, craftsmanship and artistic language, while innovating in product functionality, design and the way each piece tells its story.

Every ceramic piece is more than a decorative object. It embodies the story of clay, fire, the hands of artisans and the history of Bien Hoa. That is the distinctive value we strive to preserve.

Dong Nai is promoting cultural industries and experiential tourism. How can Bien Hoa pottery contribute to this development?

Bien Hoa pottery has the potential to become one of Dong Nai's signature cultural products. Around the world, many renowned ceramic brands offer not only products but also experiences, stories and local identity.

Dong Nai possesses all the conditions necessary to pursue this development direction: a centuries-old pottery tradition, skilled artisans, cultural spaces and compelling stories. By connecting museums, traditional craft villages, experiential spaces, heritage education and tourism, Bien Hoa pottery can generate not only economic value but also help promote Dong Nai to domestic and international visitors. I believe that is the most sustainable path forward.

Bien Hoa Ceramic Co., Ltd. is organizing pottery-making experience programmes to foster people's love for pottery.

Inspiring a love of pottery within the community

In your view, what is the key factor in ensuring the sustainable development of a traditional pottery brand?

Above all, it is people. A company may invest in machinery and production facilities, but without dedicated artisans it is impossible to preserve the soul of the craft.

What concerns me most is that the number of veteran artisans is steadily declining, while younger generations have yet to develop a strong interest in the profession. Pottery demands patience, meticulous craftsmanship and years of accumulated experience. It is not something that can be mastered in just a few months.

We hope to see more training and apprenticeship programmes, along with stronger cooperation with universities and fine arts schools, to attract young talent. When young people see viable career prospects, creative opportunities and sustainable livelihoods, the legacy of Bien Hoa pottery will continue to thrive.

At the same time, it is essential to build a comprehensive ecosystem for the industry, covering design, production, exhibition, tourism and exports. When these elements are effectively connected, the value of Bien Hoa pottery will be significantly enhanced.

What should Dong Nai do to establish Bien Hoa pottery as a strong cultural brand comparable to other renowned ceramic traditions in the region?

First and foremost, Bien Hoa pottery should be recognised as one of Dong Nai's cultural assets. Once this is acknowledged as such, preserving and promoting its value must become a shared responsibility involving the cultural, tourism and education sectors, businesses and the wider community.

More professional exhibition spaces, festivals, exhibitions, hands-on experiences for visitors and the integration of Bien Hoa pottery into Dong Nai's tourism products would greatly enhance its visibility and appeal.

As Dong Nai moves towards developing its cultural industries, I hope Bien Hoa pottery will occupy a prominent place in that strategy. This is not simply about preserving a traditional craft; it is also an opportunity to create economic value from the province's unique cultural heritage.

Businesses themselves must continue investing in creativity, improving product quality and expanding cooperation with designers, artists as well as domestic and international partners so that Bien Hoa pottery can reach wider markets and further strengthen its position.

Your company has organised pottery-making experience programmes that have attracted large numbers of students and local residents. Why are you so committed to these activities?

I have always believed that preserving a pottery tradition is not simply about preserving old pieces or creating beautiful products. More importantly, it is about passing on a love for pottery to younger generations. If students learn about Bien Hoa pottery only through textbooks, they can hardly appreciate the true value of the craft. But when they have the chance to shape a piece of clay with their own hands, watch artisans at work and hear the story of a pottery tradition spanning more than a century, the experience becomes much more meaningful.

That is why we have partnered with the Dong Nai Museum to organise these experiential programmes. I see them primarily as heritage education rather than product promotion. Every programme aims to spark curiosity, inspire enthusiasm and foster pride in one of Dong Nai's cultural treasures.

I am delighted that after each programme, the participants take home not only the ceramic pieces they have created themselves but also the stories of Bien Hoa pottery, which they eagerly share with their families and friends. Some have returned for more activities, while others have expressed a desire to learn the craft more deeply. Those are encouraging signs that the seeds of appreciation for Bien Hoa pottery have been planted.

Going forward, we hope to expand these programmes and collaborate with more schools and cultural institutions so that more students can experience Bien Hoa pottery firsthand. When young people understand and appreciate this heritage, they will become its best ambassadors. That, I believe, is the strongest foundation for preserving and developing Bien Hoa pottery for generations to come.