Held in Da Lat by IMEXCO in collaboration with UNESCO, the event series aimed to honor Vietnamese tea culture, spread the message of heritage preservation, and promote sustainable consumption in Vietnam.
The Cultural Heritage of Vietnamese Tea on the Path to Sustainable Development
On July 4–5, the event series titled “From leaf to legacy: Cultural Pathways to Sustainability” took place in Da Lat City, marking the start of activities under the project “Enhancing Community Benefits through Strengthened Partnerships to Promote Heritage Conservation and Sustainable Practices.” The project is being implemented from 2025 to 2029 by Imexco Vietnam in collaboration with the United Nations Educational, Scientific and Cultural Organization (UNESCO).
The project aims to enhance the benefits of local communities—especially small businesses, women, and workers—by preserving and promoting cultural values in close linkage with local production chains and national development orientations. Currently, the program is being implemented in Hanoi, Lam Dong, Moc Chau, and areas with UNESCO-recognized heritage sites such as Phong Nha – Ke Bang.
As one of the longstanding cultural symbols in Vietnamese life, tea serves as a medium that connects collective memory, preserves regional identities, and safeguards indigenous knowledge. However, under market pressure, traditional tea villages are facing the risk of decline, along with the gradual loss of intangible cultural values.
The “From leaf to legacy” event series represents a concrete step toward transforming heritage into a driving force for development. It also aims to establish a Tea Cultural Space as a potential candidate for inscription on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. This goal is not only symbolic but also a strategic leverage point to elevate the cultural value of Vietnamese tea globally.
IMEXCO and UNESCO Join Hands to Promote Vietnamese Cultural Values
“From leaf to legacy” serves as the opening initiative in a multi-dimensional cooperation model, where businesses act as bridges between communities and the market. Founded in 2009, Imexco Vietnam operates in four main areas: distribution, import-export, research and development, and investment consulting. It is a strategic partner of numerous multinational corporations.
In parallel with its vision to become a leading multi-sector distributor in Vietnam, IMEXCO places special emphasis on community responsibility and sustainable development. The Maite Tea Initiative stands out as a breakthrough effort to enhance local benefits through cooperation with UNESCO in protecting cultural heritage and promoting responsible production and consumption.
Speaking at the event, IMEXCO Chairman Mr. Tran Manh Hao shared:
“IMEXCO is committed to driving the transition toward sustainable production and consumption, while raising consumer awareness about culturally valuable and environmentally friendly products and services.”
Meanwhile, Mr. Jonathan Wallace Baker – UNESCO Representative to Vietnam – emphasized:
“For UNESCO, heritage is not only for preservation but also a foundation for community development. We are proud to accompany IMEXCO in supporting artisans, women, and youth in Vietnamese tea regions to transform heritage into a resource for the future.”
As part of the event series, under the witness of UNESCO’s Representative to Vietnam, IMEXCO and Saigontourist Travel Service Company signed a cooperation agreement to launch the “Tea Tour” project. The initiative seeks to foster responsible partnerships among tourism operators, local producers, and visitors, collaboratively building a cultural journey toward sustainable, human-centered development deeply rooted in local heritage.
The two parties also agreed to leverage their respective strengths to build a sustainable tourism value chain connected to Vietnamese tea heritage, thereby helping to preserve cultural identity, enhance local economic value, and promote responsible consumption.
Learn more about this Vietnamese tea culture event at:
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
