The "From Tea Leaves to Heritage - A Cultural Path to Sustainable Development" event took place in Da Lat on 4/7 and 5/7. It was part of the project "Enhancing Local Community Benefits through Strengthened Partnerships to Promote Heritage Preservation and Sustainable Practices." This project is a collaboration between Imexco Vietnam Trading Joint Stock Company and the United Nations Educational, Scientific and Cultural Organization (UNESCO) for the period of 2025-2029. The project aims to enhance the benefits for local communities, especially small businesses, women, and workers, by preserving and promoting cultural values linked to local production chains and national development goals. The program is currently being implemented in Hanoi, Lam Dong, Moc Chau, and areas with UNESCO-recognized heritage sites like Phong Nha - Ke Bang.

The recent "From Tea Leaves to Heritage" event in Da Lat showcased a comprehensive picture of Vietnamese tea, from tea-making art performances and product exhibitions to the introduction of new ecological tea initiatives. In-depth discussion sessions provided a platform for dialogue, connecting artisans, local businesses, researchers, and international organizations.

Head of UNESCO in Vietnam, Jonathan Wallace Baker, Associate Professor Dr. Dang Van Bai, and artisan Hoang Anh Suong at a tea ceremony during the "From Tea Leaves to Heritage" event. Photo: Imexco

Head of UNESCO in Vietnam, Jonathan Wallace Baker, Associate Professor Dr. Dang Van Bai, and artisan Hoang Anh Suong at a tea ceremony during the "From Tea Leaves to Heritage" event. Photo: Imexco

Tea is not just a beverage but a long-standing spiritual symbol in Vietnamese life. It connects communities, preserves regional identities, and safeguards indigenous knowledge. However, facing market pressures, traditional tea villages are at risk of disappearing, taking with them many intangible cultural values.

The "From Tea Leaves to Heritage" event represents a concrete step by UNESCO and Imexco to transform heritage into a development resource. The event also aims to establish "Vietnamese Tea Culture Space" as a candidate for UNESCO's Intangible Cultural Heritage list. According to the organizers, this goal is not just symbolic but a strategic lever to promote Vietnamese tea's value on the global cultural map.

Representatives from UNESCO and Imexco shake hands, demonstrating their commitment to cooperation. Photo: Imexco

Representatives from UNESCO and Imexco shake hands, demonstrating their commitment to cooperation. Photo: Imexco

Acting as a bridge between the community and the market, Imexco Vietnam Trading Joint Stock Company, established in 2009, operates in four main areas: distribution, import-export, R&D (research and development) - consulting and investment. They are a strategic partner of many multinational corporations.

Alongside its goal of becoming a leading multi-industry distribution group in Vietnam, Imexco emphasizes community responsibility and sustainable development. The Maite Tea initiative embodies the company's efforts to enhance local benefits through collaboration with UNESCO, protecting cultural heritage, and promoting responsible production and consumption. With each Maite Tea product sold, a contribution is made to restoring and preserving traditional cultural spaces, folk songs, and endangered crafts, developing green material areas, and organizing community education programs on cultural preservation.

Imexco's President, Tran Manh Hao, stated, "Imexco consistently pursues the aspiration to promote the transition to sustainable production and consumption, while raising consumer awareness of culturally valuable and environmentally friendly products and services".

Tran Manh Hao speaks at the "From Tea Leaves to Heritage" event. Photo: Imexco

Tran Manh Hao speaks at the "From Tea Leaves to Heritage" event. Photo: Imexco

Meanwhile, Jonathan Wallace Baker, Head of UNESCO in Vietnam, emphasized that heritage is not just for preservation but also a foundation for community development. "We are very proud to partner with Imexco to support artisans, women, and young people in Vietnam's tea regions in transforming heritage into a resource for the future," Baker said.

At the event, witnessed by the Head of UNESCO in Vietnam, Imexco Vietnam Trading Joint Stock Company and Saigontourist Travel Service Company Limited signed a memorandum of understanding for the "Tea Tour" project. Both parties aim to ensure that tourism professionals, local product providers, and tourists alike will contribute to building a "Vietnamese Tea Heritage Trail." This trail aims towards sustainable development, rich in human values and reflecting the depth of local culture. The two entities also agreed to leverage their respective strengths to create a sustainable tourism value chain linked to Vietnamese tea heritage, motivating cultural preservation, enhancing local economic value, and promoting responsible consumption.

Signing ceremony of the partnership agreement for the Vietnamese Tea Heritage Trail between Imexco and Saigontourist, witnessed by a UNESCO representative. Photo: Imexco

Signing ceremony of the partnership agreement for the Vietnamese Tea Heritage Trail between Imexco and Saigontourist, witnessed by a UNESCO representative. Photo: Imexco

Diep Chi