The UNESCO-AHPADA Seal of Excellence for Handicraft Products in South East Asia was jointly established by UNESCO and AHPADA in order to establish standards of quality and to enhance international market awareness of handicrafts from the 10 South East Asian countries: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Việt Nam. Awarded jointly by UNESCO and AHPADA on an annual basis, the Seal aims to enhance international awareness of ASEAN handicrafts and to serve as a quality control mechanism and marketing device for the promotion of hand-made traditional or innovative craft products from the region which conform to rigorous standard of cultural, environmental and production excellence. The Seal is awarded annually to specific craft products and product lines, not to individuals, nor to production techniques. Individual craft producers, community groups, co-operative groups and/or agencies that produce commercial product lines can apply for the Seal; applicants must reside permanently or be registered in one of the 10 ASEAN countries.The Seal shall be awarded only to handicraft items produced from one or a combination of the natural materials indigenous to or grown/mined/produced/manufactured in one or more of the ASEAN countries, including ceramics, natural fibres, stones, wood, textiles or metals. The Seal is awarded in one or more of the following categories: house wares and home decoration; ornaments and jewellery; garments; giftware; accessories; and toys. All products awarded the Seal must (i) demonstrate excellence and standard-setting high quality in craftsmanship; (ii) represent a creative and successful alliance of traditional skills and innovation in material, form and/or design; (iii) express cultural identity and traditional aesthetic value; (iv) respect the environment in its material and production techniques; and (v) posess potential marketability.