story and photos by Thomas D. Hollowell

French colonial rule in the mid-1920s brought European styles of art to Viet Nam. Among the envisioned streets of Ha Noi, the Ecole des Beaux-Arts d'Indochine taught Vietnamese artists the impressionistic ways of France's most renowned. Ha Noi soon became known as the Paris of Southeast Asia. Less than 10 years later, these same artists began to blend Vietnamese style with silk and lacquer work. Today, with unmatched momentum, the story of Viet Nam has been changing from one of West meeting East to one of the East offering the West its newest variations of cultural, fashionable and economically friendly goods.

While visiting Kauai, Hawaii, the closest American state to Viet Nam, I met with several business owners who are using Viet Nam exports in their dealings with the tourist market. From Hawaiian-esque surfware to woven baskets, one can find any number of quality goods and handicrafts.

"Over half of our products are imported from Viet Nam," said one of the Vietnamese sales clerks working in an outdoor tourist marketplace. "And to be honest, those products sell better than the ones made elsewhere. I think it's a balance of artistic ability, quality and low pricing."

Not all of Viet Nam's modern market and artistic prowess has been easily attained. After a halt in the progressive movement of art during the August Revolution of 1945, and later during the U.S. conflict, artists on all levels weren't able to fully express their individual "vision" in their works. In fact, many forms of art were discouraged, frowned upon, considered profligate or were simply illegal before a movement dubbed The doi moi, or renovation, in the latter-1980s began opening the doors for the public display of art in commercial galleries. As a perfect example, one only needs to look at the works of Bui Xuan Phai, considered Viet Nam's most prolific artist, and others working in abstract fields that are now being promoted. The doi moi movement lessened the government's role in artistic mediums. Since then, artists have had the opportunity to become financially independent as a direct result of their talents.

Even with its modern technological drive in the form of factories amidst a colonial French backdrop, Ha Noi is still booming as Viet Nam's intellectual and artistic capital. A plethora of mostly government-sponsored art galleries align its tourist-filled streets. That might be what makes the Vietnamese market so appealing.

"With this melting pot of outside influence, Viet Nam has opened doors for itself," says Keith Pane, a Chicago-based private investor and economic analyst. "In their works, they are able to appeal to many markets. European, Russian, Chinese, Japanese, African and American tastes all differ, but many Vietnamese artists and designers are looking abroad for inspiration. With the lifting of the embargo, its popular goods and talent, along with its mass production capabilities," he continued, "Viet Nam has developed a unique arena where its art and workforce has contributed directly to its popularity and rise in exports."

If you visit your local Wal-Mart in the next few days, you might want to pay attention to exactly where your products are made. Tags reading "Made in Vietnam" are appearing now more than ever. While China is considered the untouchable exporting giant, Viet Nam's expertise, corporate-responsiveness and low-labor cost approach is catching the attention of businesses on a global scale.

In fact, Nike has been involved in Viet Nam for a number of years with major exports to the United States and Canada. In the forthcoming fiscal year, analysts predict that Nike will represent up to 7 percent of Viet Nam's total exports; that is, over 120 million pairs of shoes. Nike hopes to double this endeavor over the next two to three years.

In 2005, Viet Nam broke its export record-the US $20 billion mark. Its exports of textiles and garments alone grew over 70 percent when compared to a few years back.

"Viet Nam products are getting popular all over," said the Vietnamese sales clerk at the marketplace in Kauai. "We use them, big companies do too; we're all starting to take notice." Viet Nam plans to export well over US $1.4 billion to Oceania and over US $300 million to African nations.