When visiting someone’s home, there is often a piece that catches your attention. You start to wonder what it is—something colorful, well-crafted, and with meaning behind it. Hanoia, in partnership with Rustan’s, brings its Vietnamese craftsmanship and modern design to Makati, offering pieces that add character to the home.

The brand presents handcrafted lacquer pieces made through a detailed process that can take days to months. Each piece is built layer by layer through lining, water sanding, coloring, and polishing. Some designs incorporate techniques such as eggshell inlay, engraving, hand painting, and gold or silver leaf gilding.

Manila Bulletin Property & Living spoke with Christian De Ruty, CEO of Hanoia, about how the brand came to the Philippines and how its pieces bring new life to every home they enter.

De Ruty shared that the decision to enter the Philippines stems from a shared strength in craftsmanship. After years of bringing European brands into Vietnam, the company refocused on its core purpose, supporting artisans and sustaining their work. Expanding beyond Vietnam became a natural next step, and within Asia, the Philippines stood out for its strong culture in craft, design, and artistry. With a community of skilled artisans and globally recognized designers, the country offers a natural fit for Hanoia’s approach. The brand sees the Philippines not just as a new market but as a place where Vietnamese and Filipino craftsmanship can come together and grow through collaboration.

Hanoia also sees a strong connection with Filipinos in the way stories shape how people value what they own, valuing each piece more than just an object. “Filipinos, as I understand, have a strong appetite for stories, and that’s something we can offer. Every product comes with its own story—each piece has meaning behind it. So when you buy from Hanoia, you’re not just buying an object; you’re also understanding the story and craftsmanship behind it,” said De Ruty.

This approach is grounded in collaboration, where designers and artisans work together to shape each piece. What sets it apart is its handcrafted nature, allowing Vietnamese lacquer to hold its value in a market dominated by mass-produced goods. “When you're in a world of fast fashion, fast manufacturing, and quick profits, it’s easy to forget that behind these big companies are people. And people have emotions—they still feel things, even when they are offered something that is everywhere, the same, and totally uniform,” he emphasized.

Beyond aesthetics, De Ruty sees its pieces as part of everyday living, objects that add character while inviting conversation. “I think there are two things. One, we would like to bring a new element of decor that is very specific to our brand, something seen nowhere else, and that can complement the distinct taste of Filipino homes. The second is that we would like to encourage Filipinos to tell stories when they showcase a product or display pieces in their homes, allowing them to explain what the product is about, its inspiration, and how many hours went into making it. We’d like to bring a new language of passion into the world, very modestly and with great humility, simply as a starting point.”