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| Mr. Nguyen Van Loc put the finishing touches on unicorn heads for export orders |
Adapting designs
With nearly 30 years in the unicorn head-making craft, Mr. Nguyen Van Loc, owner of Bach Lien Duong unicorn head workshop in Phu Xuan Ward, noticed that customer demand was becoming increasingly diverse, and began looking for ways to refresh his product designs.
“Whichever unicorn head design wins top prizes in competitions tends to become the trend, and customers order accordingly. Thus, artisans have to keep up to date, but the techniques and materials stay the same. We only change the unicorn’s expression and face,” said Mr. Loc.
From building the frame and layering the paper to painting, coloring, and fur stitching, each step demands meticulous work. According to Mr. Loc, the colors of unicorn heads made for export are usually matched to the fur colors requested by customers. Artisans may add accent colors such as green or orange to make the product stand out and give it a distinctive look.
Each year, the workshop supplies around 150 unicorn heads to overseas markets, accounting for approximately 70 - 80% of its total output. Each product is sold for about VND 6 - 8 million, depending on the customer’s aesthetic requirements. Popular designs include Luu Phu Chi (the old-man unicorn), modern-style unicorn heads, and traditional styles with a modern twist.
At the workshop of Mr. Vo Duc Trong Anh, also in Phu Xuan Ward, around 700 - 800 unicorn heads are produced annually. Most orders are shipped to Malaysia and Singapore, with each shipment typically containing 5 - 20 products.
Some customers place orders directly, while others purchase through intermediaries. Popular designs include round-mouth unicorns, slender-mouth unicorns, and Phat hac unicorns. Depending on the design and quality, prices range from VND 6 - 8 million per product, while some products are priced even higher, at VND10 - 15 million.
From mini unicorn heads to international orders
Not every product that reaches overseas markets starts with a large order. During the COVID-19 pandemic, when unicorn dances and competitions were restricted, Bach Lien Duong shifted its focus to mini unicorn heads. Their compact size and suitability for display and appeal as gifts helped the product reach new groups of customers.
Some overseas customers discovered Bach Lien Duong through these products before learning more about the workshop, and placing orders for unicorn heads intended for performances.
One such customer is Adrian Chia, from Singapore. He discovered Mr. Loc and Bach Lien Duong on Facebook through the unicorn heads showcased online.
“I was impressed by the handcrafted workmanship, the designs and colors of the products. I then started placing orders, and have purchased unicorn heads from Bach Lien Duong several times. I particularly like the full-body mini unicorn design,” said Mr. Adrian Chia.
Last year, Mr. Nguyen Van Loc personally brought 6 unicorn heads to Singapore to deliver to customers, including one full-body mini unicorn. Delivering the products in person also gave him an opportunity to meet customers and discuss designs, tastes, and new requirements.
Showcasing mini unicorn head online has helped the workshop reach more potential customers overseas. Social media has also become a channel for artisans to introduce new designs and connect with people abroad who are interested in Vietnamese unicorns.
At Bach Lien Duong, depending on the orders, products are sent via shipping companies, by air or sea, or hand-carried, depending on the size and weight. Large products drive up shipping costs, so delivery method must also be carefully considered.
At Mr. Trong Anh’s workshop, finished products are wrapped in plastic and packed in cardboard boxes. Some customers come to Vietnam to collect their orders in person, while other orders are sent to Ho Chi Minh City, and forwarded to Singapore through partners or acquaintances.
Beyond shipping arrangements, overseas orders also require artisans to meet delivery schedules and quality. Each unicorn head passes through numerous handcrafted stages, from building the frame to finishing. Frames are bent and woven with rattan section by section, and those that fail to meet the required standards must be remade. Paper layering, painting, and fur stitching also depend heavily on the artisans’ skills and aesthetic judgment.
Bach Lien Duong currently has 5 artisans. According to Mr. Loc, if one artisan handles every stage, a single unicorn head can take about half a month; with an assembly-line setup, the processing time can be reduced to approximately one week.
Overseas orders therefore not only open up new markets for the products, but also require artisans to adapt in their designs, quality, schedules, and the way they approach customers.