Vietnamese Tea Culture Honored In The Strategic Partnership Event Series By IMEXCO And UNESCO

On July 5, 2025, in Da Lat city, the event series “From Leaf to Legacy: Cultural Pathways to Sustainability” officially took place, marking a significant milestone in the cooperative framework between IMEXCO Vietnam Trading Joint Stock Company and the United Nations Educational, Scientific and Cultural Organization (UNESCO). The 2025-2029 phase of this project focuses on honoring and awakening the core values of Vietnamese tea culture. The initiative aims not only to preserve heritage but also to lay the groundwork for community empowerment and promote sustainable consumption habits.

The Event Series Initiates the Journey of Aligning Tea Culture with Sustainable Development

The event series, themed “From Leaf to Legacy: Cultural Pathways to Sustainability,” was formally held in Da Lat, opening a multilateral networking platform. This is a key activity within the strategic partnership between IMEXCO and UNESCO.

The project is designed with a clear implementation roadmap from 2025 to 2029, spanning across multiple localities with a long-standing tradition of tea cultivation. Through a series of symposiums, exhibitions, and practical activities, the program is expected to generate positive and profound impacts. This event series acts as the commencement of a long-term collaboration aimed at leveraging the value of Vietnamese tea culture within the broader context of sustainable socio-economic development.

Tea Cultural Heritage Becomes a Vital Resource for Local Communities

Tea is not merely a familiar beverage; it represents a profound cultural value system deeply intertwined with the spiritual life of the Vietnamese people across generations. However, rapid urbanization and shifting consumer behaviors pose significant challenges in preserving ancient tea regions and traditional cultivation methods.

Recognizing this urgency, the project envisions establishing a “Tea Cultural Space,” progressively compiling dossiers towards the UNESCO Intangible Cultural Heritage designation. Furthermore, this initiative focuses directly on supporting local communities, small and medium enterprises (SMEs), women, and agricultural workers in raw material areas. By closely linking conservation efforts with the local value chain, heritage is not only safeguarded but also leveraged as an enduring resource for economic development.

IMEXCO and UNESCO Promote a Collaborative Model for Sustainability

In the context of global integration, IMEXCO positions itself as a pioneering enterprise, bridging the gap between local community products and the broader market. With a multi-sectoral development strategy intrinsically linked to corporate social responsibility (CSR), IMEXCO has materialized its commitment through the Maite Tea initiative—a testament to its efforts in elevating Vietnamese agricultural products.

Speaking at the event, Mr. Tran Manh Hao, Chairman of IMEXCO, emphasized: “IMEXCO has always been committed to advancing the transition toward sustainable production and consumption while raising consumer awareness of products and services that embody cultural values and are environmentally friendly.”

Echoing this perspective, the UNESCO Representative to Viet Nam expressed strong appreciation for the multi-stakeholder collaboration model. He stated: “At UNESCO, we believe that heritage is not only something to be preserved, but also a foundation for community development. We are proud to partner with IMEXCO in supporting artisans, women, and young people in Vietnam’s tea-growing regions, helping transform cultural heritage into a resource for the future.”

IMEXCO and Saigontourist Sign Agreement to Develop the Tea Tour

One of the most prominent highlights of the event was the signing ceremony of a strategic Memorandum of Understanding (MOU) between IMEXCO and Saigontourist Travel Service Company Limited. The solemn ceremony was witnessed by UNESCO representatives and local authorities.

The core objective of this agreement is to jointly establish and develop the “Tea Tour” model-an experiential tourism journey centered around tea culture. The project will directly connect tourism professionals, local communities, and travelers, thereby forging a new tourism value chain imbued with heritage marks. The Tea Tour is expected to be a practical implementation step, swiftly bringing the values of Vietnamese tea culture closer to the public and international visitors.

The Event Series Spreads the Spirit of Collaboration and Companionship

The atmosphere of the event was warm yet highly professional, providing an open space for networking and knowledge exchange. The program attracted a large gathering of high-level delegates, organizers, corporate partners, and, notably, voices from the local communities directly engaged in tea cultivation.

Throughout the program, meaningful commemorative moments were captured, serving as a testament to the strong bonds formed. The event series vividly demonstrated the companionship of multiple stakeholders in a long-term journey to protect, enhance culture, and foster sustainable development.

The event series in Da Lat concluded with resounding success, affirming its status as a critical milestone within the strategic cooperation framework between IMEXCO and UNESCO. Through this project, IMEXCO once again reiterates its long-term commitment to acting as the core connector among businesses, communities, and multi-sectoral partners to collectively propagate the values of Vietnamese cultural heritage. The achievements from this event will pave a strong developmental path for new initiatives associated with heritage, experiential tourism, and sustainable consumption in the coming years.

Discover more about the Vietnamese Tea Culture Celebration and the collaborative journey between IMEXCO and UNESCO through coverage by leading media outlets:

• Vietnamnet: https://vietnamnet.vn/imexco-dong-hanh-unesco-ton-vinh-tra-viet-thuc-day-tieu-dung-ben-vung-2420316.html
• VnExpress: https://vnexpress.net/unesco-dong-hanh-imexco-ton-vinh-gia-tri-van-hoa-tra-viet-4912862.html
• Dân trí: https://dantri.com.vn/kinh-doanh/van-hoa-tra-viet-duoc-ton-vinh-trong-chuoi-su-kien-hop-tac-giua-imexco-va-unesco-20250710135852269.htm