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| Harvesting fresh tea leaves in Truoi |
Reviving an old tea garden
For generations, Hue residents have begun their day with a pot of golden-green tea. That simple fragrance has become a memory, a warmth of home that lingers no matter how far one travels. Wishing to preserve that memory, a group of young entrepreneurs from Hue set out to revive and elevate the value of Truoi tea along a new path. They are Nguyen Duc May, Nguyen Van Thien Vu, and their colleagues at Kinh Do Specialty Products JSC, initiators of the project “Preserving Indigenous Resources and Enhancing Sustainable Livelihoods from Hue Tea”, with their start-up product branded HUESTEA - Fresh Tea Extract.
Truoi tea, grown in Loc An Commune (formerly Loc An and Loc Hoa communes), once faced the risk of decline. Due to low income, many farmers shifted to other crops, and some even uprooted century-old tea trees to sell as ornamental plants. Recalling the early days of the venture, Nguyen Van Thien Vu shared: “We visited each garden to persuade residents to keep their tea trees. We wanted to create a new direction so that Truoi tea could thrive and growers could secure more sustainable livelihoods”.
The group then leased a 2,500-square-meter garden along the Truoi River as a pilot cultivation model. There, members worked with local farmers to apply proper techniques: using organic fertilizers, pruning appropriately, harvesting older leaves to nurture the trees, and maintaining productivity. This “model-first, replication-later” approach quickly became an effective method for reviving tea cultivation in the Truoi area. To establish a stable raw material zone, the group expanded partnerships with local households, committing to long-term product purchasing.
The project follows a principle of moderate exploitation and sustainable conservation, preserving the vitality of tea trees. As a result, previously neglected gardens, some on the verge of disappearance, have gradually been restored, with new generations of tea trees planted to create stable incomes for local residents.
“Hue people drink tea all year-round. But tea trees are seasonal by nature, so we wanted tea lovers to enjoy a pot of fresh tea anytime,” said Thien Vu. From this everyday demand, HUESTEA Fresh Tea Extract was born - a crystallization of modern technology and indigenous Hue tea leaves. The initiative represents a cooperative partnership between Hue Viet Organic Co., Ltd. and Kinh Do Specialty Products JSC, with support from the Institute for Research and Product Development of the University of Sciences - Hue University, enriching the specialty product ecosystem of Hue.
The production process for fresh tea extract operates on a modern, high-technology line designed to preserve maximum nutrients and the characteristic aroma of Hue tea. Nguyen Thi Hue, Director of Hue Viet Organic Co., Ltd. and a member of Kinh Do Specialty Products JSC, shared: With the “preserving authenticity - enhancing value” spirit, the company aims to bring Hue tea closer to domestic and international consumers through a convenient, safe product rich in cultural value. Though launched only in early 2025, customers who have tried it, whether for daily use or as gifts, have highly appreciated its gentle sweetness and the distinctive flavor of Truoi tea.
Bringing the flavor of Hue farther
What sets HUESTEA apart is its freeze-drying technology, which preserves nutrients, the mild astringency, and the lingering sweetness of fresh tea leaves. Raw materials are selected from mature leaves of at least 10 years old tea trees, harvested on favorable weather days to ensure quality. The leaves undergo preliminary processing and extraction under strictly controlled conditions before being concentrated, cooled, filled, and freeze-dried into a pure, golden, aromatic powder that dissolves completely in water. On average, 30 - 35 kilograms of fresh tea leaves produce about 1 kilogram of standardized extract. With just 1 gram of tea extract, a small amount of fresh ginger, and 1 litter of boiling water, users can brew a pot of fragrant green tea within 30 seconds as if the leaves were freshly picked from the garden.
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| A small pinch of fresh tea extract is enough to brew a pot of rich Truoi green tea |
Not stopping at tea extract, the start-up team has collaborated with a Hue-based chocolate artisan to create Green Tea Extract Chocolate, a unique blend of cacao and Truoi tea flavor. Compact and convenient, the product is suitable as a gift and easy to transport. During its trial phase, HUESTEA products have generated approximately VND 100 million in annual revenue. The company is preparing market expansion strategies, aiming toward export markets given the product’s compact form, safety, and easy preservation.
Though still young, HUESTEA made a significant mark in 2025 by winning a Gold Award at Monde Selection for its Green Tea Extract Chocolate and First Prize at the Hue City Innovative Start-up Competition for the project on preserving indigenous tea resources and promoting sustainable livelihoods. According to Nguyen Xuan Son, Director of the Department of Science and Technology and Head of the Competition Organizing Committee, the fresh tea extract project fully meet the criteria for innovation, commercialization, and community contribution. Its notable strength lies in combining modern technology with Hue’s traditional values in a highly practical product with strong widespread potential.
Nguyen Duc May, Operations Director of Kinh Do Specialty Products JSC, shared: “We want each product to carry not only flavor but also the culture of Hue. Opening a packet of fresh tea extract, users can sense the aroma of Bach Ma Mountain, breathe in the soil of Truoi, and touch the rustic, pure spirit of the land of the former imperial capital”.