Hanoia Expands to the Philippines, Launches at Rustan’s

Vietnamese lacquerware brand Hanoia remains confident in the Philippine market as it debuts at Rustan's.

Vietnamese lacquerware brand Hanoia feels confident in its expansion to the Philippine market despite the geopolitical and economic environment in the country, CEO Christian De Ruty told The Business Manual in a March 24 interview.

Hanoia found the entry to the Philippines a natural step for expansion, citing the country's shared appreciation with Vietnam for craftsmanship and artistry.

“We can go to Europe. We can go to Dubai. We can go to America," the CEO said, "but you go first to your neighbouring countries."

The company wants to go slow, he said.

"We want to understand what works here, what doesn’t work, so that we can reciprocate this in other countries and duplicate them.”

Hanoia’s entry into the Philippine market began when SSI Group, Inc. CEO Anton Tantoco Huang bought items from the 29-year-old brand during a business trip in Hanoi.

“He called me and said, ‘My wife loved it,’” De Ruty recalled. “He said, ‘I think her friends would love it as well. Is it possible that we open Hanoia in Rustan’s?’”

The lacquerware brand seeks to open a mall store within two or three years should the market entry prove to be successful, De Ruty said.