This is Vietnam’s heritage craft reimagined, handcrafted elegance that’s bold but understated, and décor that does more than decorate

I’ve been to Vietnam twice, and I must say, the artisanal scene there is next-level. The lacquer industry, in particular, stands out. After all, Vietnam isn’t just good at lacquer; it’s a global industry leader, sitting at number two for raw lacquer sap production and turning it into seriously next-level artistry. The lacquer—on bowls, trays, little boxes—is glossy, deep, hypnotic. You can see the patience and passion layered into each piece, quite literally.

But even after all that, nothing prepared me for Hanoia. This is lacquer, yes, but somehow it’s been elevated—like, “stop what you’re doing and admire this” elevated. And now, it’s here in Manila, at Rustan’s, no less (because, where else but the country’s leading luxury retailer, really?).

Hanoia works with about 200 artisans from Hạ Thái Lacquer Village, near Hanoi, a place where skills have been passed down for generations. The brand takes centuries-old techniques and gives them a modern spin—pieces that are infused with flair, finery, and the foundations of lacquer finesse. Honestly, it’s quite the rarity, to come by brands that honor tradition but aren’t stuck in it.

Manila says: “Hello, Hanoia!”

I spent an afternoon at Rustan’s Makati for Hanoia’s Philippine debut, and yes—I geeked out a little (and I gawked a lot). The launch was made even more special by the presence of Hanoia’s CEO, Christian de Ruty, who shared in the excitement of seeing the lauded brand make its debut in Manila.

This is lacquer as an art form, and must be appreciated as such. Walking through the Hanoia section, I kept catching myself staring. Vases, trays, accents—all done with this insane care, patience, and thought. And the colors grab your attention without ever feeling loud. I especially loved the fresh and fanciful color palettes, juxtaposed alongside the more customary darker tones and color combinations.

And yes, I even tried my hand at making a little lacquer charm from a blind box. Sounds easy, right? Wrong. You’ve got to sand it evenly, keep the pressure just right, pick the correct sandpaper grade—in all, not as easy I thought it would be. I walked away with a newfound respect for the artisans responsible for every finished Hanoia piece.

At the launch, I chatted with Ms. Vi, Hanoia’s Director of Commercial and Collections. She told me that each item is roughly 90% handcrafted, takes anywhere from 1–3 months to make, and goes through 15–30 layers of lacquer. The painting alone can take 25 hours. Because it’s handmade, no two pieces are exactly alike—but every single one meets the same exacting brand standard.

The painstaking process behind every piece

Hanoia’s dedication to craft is astonishing. Every creation undergoes multiple stages: lining, water sanding, coloring, polishing, and sometimes eggshell inlay, engraving, hand painting, or gold and silver leaf gilding. It’s repetitive, painstaking work, but that’s what gives each piece its depth. As the brand puts it, “If the design is the hallmark of the artist alone, lacquer is the collective work of many artisans.” That’s why you can feel the layers—literally and figuratively—when you touch a piece. Every layer builds depth and individuality, and this is why Hanoia’s pieces feel alive, almost; they accumulate countless small acts of meticulous care.

Each piece embodies centuries of Eastern cultural values, reinterpreted for contemporary living. Sculptural vases, bold centerpieces, refined accents—none overwhelm a room. Instead, they subtly transform a space, lending it sophistication, warmth, deeply-rooted legacy, and a sense of hyper-intentional design.

Tradition meets contemporary living

Hanoia’s genius lies in balancing heritage with modernity. Founded in 1997, the brand was born out of deep respect for tradition but has since evolved into a globally recognized name for its to-the minute aesthetic, married with time-honored practice. Collaborations with artists and designers across mediums like ceramics, metalwork, embroidery, and mixed media keep the collections relevant, showing that ancient skills can thrive in modern homes.

Rustan’s debut display featured curated vignettes by Filipino talents, including IDr. Grace Reyes-Serapio in collaboration with Arch. Nathaniel Langreo, and stylist IDr. Grace Tan. Reyes, known for contemporary classic interiors, and Tan, celebrated for quietly dramatic luxury styling, showcased Hanoia pieces in thoughtfully arranged spaces that feel at once regal and inviting. These vignettes demonstrated how lacquer can seamlessly inhabit everyday life, turning rooms into showcases of artistry without feeling staged.

Bringing art into everyday spaces

Let’s get one thing straight, though: Hanoia isn’t just about making pretty objects to stare at. But fair warning, you can easily spend minutes, on end, simply admiring the sheer gorgeousness of each piece, as I did. These items of beauty are also designed to live and evolve with you. A tray carries your morning coffee. A vase holds your flowers. A lacquer box becomes a daily ritual. A chess or tic-tac-toe set helps you while away the time. Every piece manages to be stunning and undeniably useful, all at once—proof that beauty and function can coexist effortlessly.

But don’t just take my word for it. Not this time. Because Seeing Hanoia in person changes everything. You realize, firsthand, that décor can do more than fill space—it can give a room personality, depth, and a kind of slow-burning “wow!” factor. Rustan’s knows this, luxury lifestyle experts that they are. That’s why the brand’s debut felt less like a typical launch, and more like a gracious invitation to rethink how we integrate art into our homes.

Now available through Rustan’s curated home selection, Hanoia challenges Manila to experience lacquer differently: not just as décor, but as living art. Crafted with care, shaped by history, and designed for modern homes. With an aesthetic that’s kind of addictive.

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