Tra Viet Tu: Elevating the “Green Gold of the Coastal Land”
Earning a place in the Top 5 of Startup Wheel – one of the region’s leading and prestigious startup competitions – Tra Viet Tu has established itself as a premium tea brand built around the philosophy of “Exquisite Vietnamese Tea.” The project pioneers the elevation of Vietnamese tea from a traditional agricultural product into a cultural value system, a lifestyle ecosystem, and a sustainable economic foundation in the digital era.
Viet Tu – From Coastal Tea Hills to a Premium Tea Brand
The predecessor of Tra Viet Tu was Thuan Quynh Co., Ltd., established in 2004 by artisan Ha Ngoc Quynh. After more than 30 years dedicated to tea, Ms. Quynh transformed 15 hectares of tea hills in Quang Long Commune, Hai Ha District, Quang Ninh Province – home to Vietnam’s only Duong Hoa tea-growing region located right by the sea – into a priceless source of “green gold.”
Nestled between mountains and the sea, exposed to salty sea winds and naturally supplied by rainfall, these tea hills possess a distinctive and rich flavor profile.
In September 2021, the next generation, Thanh Huong and her husband Duong Tu Cuong, officially restructured the business, upgraded its closed-loop production process, and founded the Tra Viet Tu brand. The project inherited the artisan’s technical foundation, decades of experience, and unique raw materials to enter the premium tea segment.
Speaking about the challenges facing Vietnam’s domestic tea industry and the key motivation behind continuing this journey, Thanh Huong – Founder of Tra Viet Tu, shared:
“Vietnam is one of the five largest tea-producing countries in the world. Yet much of Vietnamese tea travels far without carrying its own name. Somewhere along the way, it appears merely as an ingredient in the brand of another country.”
Tra Viet Tu operates a closed-loop value chain model, “from tea hills to tea cups.” The entire cultivation process is strictly controlled following organic-oriented practices, without chemical fertilizers or pesticides, combined with a modern production facility and direct supervision by the artisan.
Tra Viet Tu’s ecosystem and key product lines include:
- The Four Signature Teas of Duong Hoa: A breakthrough creation from the Ngoc Thuy Oolong tea variety, developed to move beyond conventional raw tea production. The collection includes Duong Hoa Bai Mu Dan, Duong Hoa Bi Lo Chun, Duong Hoa My Nhan, and Duong Hoa Hong Mat.
- Original tea lines: Duong Hoa Oolong, Duong Hoa Green Tea, and Duong Hoa Black Tea, featuring rich layers of aroma ranging from fresh young rice and ripe fruits to naturally sweet herbal notes.
- Experiential spaces: The opening of the Coastal Tea Showroom and Viet Tu Tea House in Hanoi, bringing tea into cuisine, beverages, corporate gifts, and cultural spaces.
- Certifications & Achievements: Six products have achieved 5-star OCOP certification, alongside numerous prestigious awards in Vietnam and internationally.
Target Market and Development Direction
Tra Viet Tu focuses on two main customer groups. The first is individual consumers, including tea connoisseurs, young people pursuing green and healthy lifestyles, and those who appreciate Vietnamese culture. The second is B2B customers, including organizations and corporations seeking partner gifts that embody cultural heritage and national identity.
From a business and international integration perspective, Thanh Huong identified a key challenge that Vietnamese businesses need to overcome:
“What we lack is a strong brand and the ability to reach international customers and markets.”
Viet Tu introduces its products to visitors at InnoEx 2026
During 2024–2025, the brand expanded its presence in major cities such as Hanoi and Ho Chi Minh City through its tea house network and heritage-focused communication channels. Looking toward 2026–2028, Tra Viet Tu plans to expand its ecosystem of tea-based products and applications, including healthcare, cosmetics, and food, while pursuing official exports to premium international markets.
Top 5 at Startup Wheel: Bringing Vietnamese Tea to the World
The gap between abundant raw material potential and the branding challenges facing Vietnamese agricultural products has remained a key motivation for the founding team. Achieving a place in the Top 5 of Startup Wheel not only demonstrates the viability of its business model but also validates its ability to standardize processes and its potential to attract investment and expand into new markets.
The project’s passion and strategic direction were succinctly captured by Thanh Huong during the competition:
“Viet Tu was born to bring Vietnamese specialties from local sources to tea tables around the world.”
Reaching the Top 5 of Startup Wheel marks an important milestone in Tra Viet Tu’s journey as a pioneering Impact Startup. Going beyond being a processed agricultural product, Tra Viet Tu demonstrates the potential to commercialize cultural heritage, attract international investment resources, and gradually realize its ambition of putting Vietnamese tea on the global consumer map.
Tra Viet Tu is more than a tea brand. It is a story of generational succession, heritage preservation, and the elevation of Vietnamese agricultural value. By combining the unique coastal terroir, artisan craftsmanship, and modern management thinking, Tra Viet Tu is establishing itself as a pioneer in the premium tea landscape.
