The event is directed by the People’s Committee of Hue City and jointly organized by the municipal Tourism Department, the Hue Monuments Conservation Centre and related agencies, with the support of the Vietnam Tea Association (VITAS) and the ASEAN Tea Organisation (ATO).

Making its debut in Hue, the festival is an international cultural and tourism event held to honour Vietnamese tea culture while enhancing dialogue among tea artisans and professionals from Vietnam and abroad. It also aims to invigorate the tea sector by promoting both traditional and innovative tea products.

Additionally, the event seeks to create a cultural tourism and wellness space in Vietnamese identity, blending Zen spirit with a slow-living lifestyle. It is expected to contribute to developing new tourism products under the Tea & Wellness model and broadening the reach of Hue’s tourism to a wider visitor base.

Vietnamese tea culture introduced in Canada

Vietnamese tea culture, known for its simplicity yet sophistication through each meticulously orchestrated tea ceremony, is finding new life abroad as artisan Nguyen Ngoc Tuan recently introduced his “Song Hi Tea” brand to Canada, hoping to establish a Vietnamese "tea map" in the Northern American country.