Vietnamese Tea: From Tea Plant to Teacup and the Journey of Preserving Heritage
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On October 17, 2025, Ho Chi Minh City University of Culture (HCMUC), in collaboration with UNESCO in Viet Nam and IMEXCO Vietnam Trading Joint Stock Company, represented by its Maite tea brand, organized the program “Vietnamese Tea – From Tea Plant to Teacup.” The event brought together academic perspectives, cultural practice and hands-on experiences to explore how the values associated with Vietnamese tea can be preserved and carried forward in contemporary life.
Alongside discussions on heritage and tea appreciation, the program also marked a new stage in cooperation between academia and business through an agreement signed by HCMUC and IMEXCO Vietnam.
HCMUC and IMEXCO Vietnam Strengthen Cooperation on Vietnamese Tea Culture
A key milestone of the program was the signing of a cooperation agreement between Ho Chi Minh City University of Culture and IMEXCO Vietnam Trading Joint Stock Company.
The partnership is intended to strengthen connections between academic expertise and business practice in research, education and initiatives related to the promotion of Vietnamese tea culture. It also creates a foundation for future activities that can provide students with more direct access to cultural heritage while bringing traditional knowledge closer to the wider community.
Connecting an academic institution specializing in culture with a business operating in the tea sector offers practical opportunities for heritage knowledge to move beyond research and become part of educational programs, cultural experiences and everyday practice.
Maite Experience Space Brings the Tea Journey to Life
As part of the program, Maite introduced a dedicated Vietnamese tea exhibition and experience space that presented the journey from tea plant to finished cup.
Through its presentation of tea products, preparation methods and tasting activities, the space allowed participants to better understand the relationship between tea-growing regions, processing knowledge, brewing techniques and traditions of tea appreciation.
This approach placed tea within a broader cultural context rather than presenting it solely as a beverage. Each cup reflects a combination of natural conditions, the knowledge of tea makers, community practices and the relationship Vietnamese people have developed with nature over generations.
For Maite, the experience space also provided a practical expression of its mission to share the essence of Vietnamese tea by connecting inherited values with forms of engagement relevant to contemporary audiences.
Exploring Vietnamese Tea Through the Perspective of Intangible Cultural Heritage
The talk show “Vietnamese Tea – Perspectives on Intangible Cultural Heritage” brought together specialists, researchers, UNESCO representatives and students to discuss the cultural values embedded in Vietnamese tea traditions.
The discussion focused on identifying, safeguarding and promoting the knowledge, customs and cultural practices surrounding tea as Vietnamese society continues to evolve. Participants also considered, from a professional and research perspective, the potential for further study of Vietnamese tea-related practices within the framework of intangible cultural heritage.
Student participation added an important dimension to the dialogue. By engaging directly with researchers and cultural specialists, younger generations were encouraged to view tea culture not simply as a subject of the past, but as a living practice that can continue to be understood, practiced and developed.
Experiencing Tea Culture Through Brewing and Appreciation
Complementing the academic discussions, the “Art of Tea Brewing and Appreciation” workshop organized by Maite offered participants a more direct way to experience Vietnamese tea culture.
Participants explored the preparation, brewing and appreciation of tea while learning about the cultural meanings associated with different stages of the process. The practical experience highlighted the relationship between people, tea leaves, the surrounding environment and respect for nature.
The workshop also demonstrated that cultural preservation does not take place through documentation and research alone. Traditional knowledge remains relevant when it continues to be practiced, shared and passed from one generation to another.
Carrying Vietnamese Tea Values into Contemporary Life
“Vietnamese Tea – From Tea Plant to Teacup” created a meeting point for academic knowledge, business participation and cultural experience. From the cooperation agreement and specialist discussion to hands-on tea practice, each activity addressed a common objective: enabling values accumulated across generations to remain meaningful in modern society.
The collaboration among Ho Chi Minh City University of Culture, UNESCO in Viet Nam and IMEXCO Vietnam illustrates the importance of involving multiple stakeholders in cultural preservation, including researchers, educational institutions, businesses, communities and younger generations.
Through Maite, IMEXCO Vietnam continues to connect its business activities with the cultural story of Vietnamese tea, bringing its values closer to contemporary audiences through practical, thoughtful and culturally grounded experiences.
