Hanoi, July 25 -- As Vietnam's cultural industries continue to grow, souvenirs are carving out a bigger role as "cultural ambassadors," spreading the country's image, rich heritage, and momentum in the creative economy.

Every souvenir tells a story

Trinh Ha Mien, founder of handicraft brand Liu Lo Arts & Craft, sees souvenirs as a traveller's first real handshake with a culture.

"Some people discover Vietnam through a small item they take home. That product can tell the story of how we live, who we are, and our heritage without the need for long explanations", she said.

The keepsakes she was talking about have left miniature monuments and flag-printed magnets in the dust. Today's souvenirs capture the rhythm of everyday life: a "banh ...