Protecting the "Thai Nguyen Tea" Brand – Elevating Tea Culture and Aiming for a "Billion-Dollar" Crop

Tea garden cultivated following organic standards in Hamlet 5, Song Cau Town, Dong Hy District

Thai Nguyen Tea – Great Potential Amidst Significant Challenges

Thai Nguyen, a midland province, has long been famous for its “Bach Hac Tea”, a product well-known among tea connoisseurs both domestically and internationally. With ideal soil and climate conditions, along with a rich cultural heritage, Thai Nguyen tea is not merely an agricultural product but a symbol of the art of Vietnamese tea appreciation. However, amid increasing global integration and fierce competition, the Thai Nguyen tea brand is facing significant challenges, including counterfeit products and imitation goods being widely sold in various provinces and cities across the country. The question of how to protect the brand, enhance product value, and elevate Thai Nguyen tea to international recognition remains a pressing issue that requires solutions from multiple stakeholders.

According to 2024 agricultural sector statistics, the total tea-growing area in Thai Nguyen province reached over 22.2 thousand hectares, with an output of more than 272.8 thousand tons of fresh tea buds. The total value of tea products amounted to 13.8 trillion VND, making Thai Nguyen the leading province in Vietnam in terms of tea cultivation area, production output, economic value from tea crops, and the highest revenue per hectare of tea-growing land. With exceptional productivity and quality, Thai Nguyen remains the top locality in Vietnam for tea production and processing. The economic value of tea is also remarkably high, with grade 1 dried tea buds priced between 300,000 and 400,000 VND/kg, young tea buds ranging from 500,000 to 1 million VND/kg, and premium tea varieties such as "tra dinh" (top-grade tea buds) and lotus-scented tea fetching prices between 1.5 and 7 million VND/kg.

Beyond its high production capacity, Thai Nguyen tea has also solidified its market position through quality assurance. The province currently boasts 193 OCOP-certified tea products, rated between 3 and 5 stars, including 2 products that meet the national 5-star standard. Additionally, 47 tea production and business establishments have received certification under the safe food supply chain system. These figures highlight the immense growth potential of the Thai Nguyen tea brand.

However, despite these achievements, the brand still faces major obstacles. The proliferation of counterfeit and low-quality tea products falsely labeled as "Thai Nguyen Tea" continues to undermine its reputation. The collective trademark "Thai Nguyen Tea" has not been effectively managed and monitored, allowing many uncertified products of unknown origin to be sold under the Thai Nguyen Tea label. These products are openly marketed across the country, often included in gift sets and Tet holiday presents, which not only misleads consumers but also inflicts significant damage on the brand's credibility.

The Collective Trademark "Thai Nguyen Tea", Tan Cuong Geographical Indication, and Collective Trademarks of Tea from Various Districts and Cities

Due to the lack of a strict control system over the use of the collective trademark "Thai Nguyen Tea", many tea products of unclear origin are being sold under this well-known brand name. Additionally, Thai Nguyen has yet to fully tap into the cultural and tourism potential of its tea industry, whereas countries like Japan and China have successfully turned tea culture into a competitive advantage.

Solutions for Building a Sustainable "Thai Nguyen Tea" Brand

According to tea artisan Hoang Anh Suong, for Thai Nguyen tea to break through, three key factors must be prioritized: product quality, tea culture, and marketing strategy. He emphasized: "Tea is not just a beverage; it is the essence of culture and art. For the 'Thai Nguyen Tea' brand to reach international markets, it is essential not only to enhance quality but also to build a compelling brand story that leaves a lasting impression on consumers".

Online Discussion on Tea Culture on the Provincial Government Portal with the Participation of Tea Artisan Hoang Anh Suong

One of the key solutions for developing the Thai Nguyen tea industry is the modernization and standardization of tea production. Tea growers and enterprises must expand cultivation areas following VietGAP and GlobalGAP standards to ensure product quality and food safety. Developing organic raw material zones will enhance product value, aiming at the high-end tea segment. Additionally, registering for international trademark protection and geographical indication certification will help solidify Thai Nguyen tea’s position in the global market. Another essential measure is the establishment of a cooperative union to consolidate and enhance the efficiency and scale of tea production. Strengthening collaborations between enterprises, cooperatives, and tea-growing households will allow for better utilization of land, labor, capital, production expertise, and management capabilities. This approach will foster the production of high-quality tea in large quantities, creating momentum for tea exports, increasing product value, and ensuring sustainable development.

In the digital transformation era, the application of technology in tea production and business operations has become an inevitable trend. Thai Nguyen tea enterprises should take advantage of e-commerce platforms such as Shopee, Tiki, Lazada, and Amazon to expand market reach. At the same time, promotion through social media platforms like YouTube, Facebook, and TikTok will enable Thai Nguyen tea to access more international consumers. Moreover, QR code-based traceability technology should be widely implemented to increase consumer trust. Additionally, a digitalized system for managing packaging under the collective trademark "Thai Nguyen Tea" should be developed, ensuring strict supervision through cooperatives and enterprises. Strengthening product promotion and brand awareness campaigns will help consumers better recognize and trust Thai Nguyen tea products.

Another crucial direction is the development of tea tourism, leveraging the multi-faceted value of the tea industry by integrating tea cultivation with culture, history, tourism, services, and environmental conservation. Thai Nguyen is home to many long-standing tea villages, such as Tan Cuong, La Bang, and Trai Cai, which hold great potential for combining tea production with experiential tourism. Establishing tea tourism routes, organizing tea festivals, and promoting tea culture will not only enhance brand value but also contribute to local economic development. Thai Nguyen has been actively expanding distribution channels while ensuring strict quality control of its tea products across provinces and cities nationwide. The province has collaborated with Vietnam Railways Corporation to promote tea culture and introduce Thai Nguyen as a travel destination along the Hanoi – Thai Nguyen railway line. Additionally, efforts have been made to promote and facilitate the sale of Thai Nguyen tea products along railway routes across the country.

San Diu Ethnic People in Tuc Tranh, Phu Luong Harvesting Spring Tea

Aiming to Make Thai Nguyen Tea a "Billion-Dollar" Industry

In the Thematic Resolution of the Provincial Party Executive Committee on the Development of the Thai Nguyen Tea Industry for the 2025–2030 Period, Thai Nguyen province has set ambitious targets for 2030: expanding the tea cultivation area to 2,450 hectares, increasing fresh tea bud output to over 300,000 tons, and striving for a total tea product value of 25 trillion VND. The province also aims to have at least 250 OCOP-certified tea products rated from 3 to 5 stars, including a minimum of 6 products meeting the national 5-star OCOP standard. Additionally, 100% of tea products and tea-derived goods will be available for e-commerce on digital platforms. The ultimate goal is to turn tea into a billion-dollar industry, making a significant contribution to the economy.

Protecting and developing the Thai Nguyen Tea brand, elevating it into a true “Tea Culture”, is a fundamental and long-term strategy. This responsibility does not lie solely with tea farmers or businesses—it is a shared mission of the entire political system and the community. Only through strong collaboration between the government, enterprises, and farmers can Thai Nguyen tea break through, establish its global presence, and become a national symbol of Vietnam.

Mr. Dinh Huy Chien, Chairman of the Board and General Director of Chien Cong Industrial and Transport Cooperative, shared his vision with great enthusiasm: "Thai Nguyen has been blessed by nature with an exceptional terror, unmatched by any other province or city in Vietnam. Thai Nguyen needs a Tea Academy, to be named the 'Vietnam Tea Academy.' From this institution, skilled tea growers, tea processors, tea culture experts, and tea sommeliers will receive professional and systematic training. At the same time, we must focus on expanding sales through international e-commerce platforms”.

It is now time for Thai Nguyen Tea to go beyond being Vietnam’s “No.1 Famous Tea” and become a cultural icon of Vietnamese tea, conquering the global market and securing its place on the world tea map.