Expanding Lao creativity to global markets through enhanced design, strategic Japan collaboration, and stronger packaging standards.
Executive Summary
Held from March 11–14, 2025 in Vientiane, the Second Lao Good Design Award (L Mark) marked a significant step forward in positioning Lao creative industries for international trade and collaboration. With over 100 applications and 12 awardees, this year’s event introduced new categories such as digital and architectural design. Organized by the Department of Trade Promotion, Ministry of Industry and Commerce, and supported by the ASEAN-Japan Centre and Japan Institute of Design Promotion, the award demonstrated how quality design can improve product competitiveness, increase market value, and facilitate trade and collaboration.
Background
The Lao Good Design Award (L Mark) is a national platform to elevate design quality, enhance product value, and promote Lao-made goods in domestic and international markets. Supported by the ASEAN-Japan Centre (AJC) as part of its programme on inclusive trade, the initiative builds on successful models from across ASEAN.
Objectives and Goals
- Raise awareness on the role of design in trade and national branding
- Encourage businesses to apply better design practices in product development
- Build capacity in packaging, digital tools, and storytelling
- Foster collaboration with Japanese experts and open pathways to Japan markets
Activities and Highlights
- Over 100 product entries received; 31 shortlisted; 12 awarded
- Final screening conducted with 13 jury members, including a Japanese expert from the Japan Good Design Award
- Capacity building workshops in July 2024 attracted 75 participants, with 100% satisfaction and 70% intent to attend the award
- Award ceremony held at Parkson Laos with participation of the Vice Minister of Industry and Commerce, and business associations
- Ms. Ricca Tezuchi, lead designer for Muji and G Mark judge, expressed intent to source Lao textile materials for future collaboration
Outcomes and Impact
- Significant growth from 2023: applicant numbers more than tripled
- New categories added (digital design, architecture) for broader inclusion
- Enhanced product packaging and storytelling seen in entries
- Raised visibility for Lao MSMEs among Japanese stakeholders
- JDP praised the organization and quality of entries, endorsing deeper cooperation with Japan Good Design Award
Awardees include
- Home Textile & Decoration: Butterfly cotton pillows, Asa no Kinu (Silk of Hemp), Sustainable Coasters
- Handmade Accessories: Eco-friendly upcycled bags, Market Piet Bags
- Digital Design: Online Ticketing and Mobile Ordering Systems
Key Takeaways
- Good design is a strategic tool for product competitiveness
- National awards can accelerate international recognition and trade readiness
- Cross-sector collaboration (designers, businesses, government) is essential for impact
- Japanese experts and institutions are willing partners for sourcing and market access
- Further awareness, outreach, and post-award support needed to scale impact
Way Forward and Engagement
Preparation will begin in mid-2026 for the next L Mark in early 2027. AJC and partners will continue building capacity, enhancing outreach, and promoting Lao products in Japan. Lao awardees will also join the Japan Good Design Award screening in August 2025.
Interested in collaborating or learning more? Contact the ASEAN-Japan Centre or follow our updates at asean.or.jp.
