One such activity combines product promotion with Vietnamese tea culture events led by artisan Nguyen Ngoc Tuan and his tea appreciation club. Through tea spaces and cultural exchanges, Vietnamese products are introduced to the community and international friends in an accessible and experiential way.

Trade Counsellor of the Embassy of Vietnam Tran Thu Quynh said this approach aligns with the spirit of Directive 11, which highlights the role of overseas Vietnamese as consumers and as direct participants in introducing products, expanding distribution channels and building the reputation of Vietnamese goods in host markets.

The directive comes at a time when the Vietnamese community in Canada is growing in both size and economic capacity, while networks for connecting and promoting Vietnamese goods remain fragmented. In this context, encouraging greater participation of overseas Vietnamese in product promotion is seen as a practical way to strengthen links between domestic enterprises, importers, distribution systems and consumers in Canada.

When members of the Vietnamese community directly share, introduce and provide feedback on Vietnamese products at the local level, trust and credibility are built more effectively than through conventional promotion methods. This also offers a way for Vietnamese goods to gradually enter the Canadian market through community networks, particularly for agricultural products, processed foods and items associated with Vietnam’s cultural identity.

Artisan Nguyen Ngoc Tuan said his club is a space for tea enthusiasts and a place that brings together people who appreciate cultural values associated with tea. Monthly tea gatherings go beyond tea appreciation, providing opportunities for participants to meet, listen to inspiring stories and share their own experiences in a welcoming setting.

With tea as a bridge, the initiative creates opportunities to introduce Vietnamese culture and signature products more broadly. Vietnamese entrepreneurs bringing traditional goods to Canada are seen as inspiring figures within the community, while also helping participants better understand the journey of Vietnamese products entering international markets.

Participants at these gatherings include not only Vietnamese but also international friends living in Canada. Through tea experiences, many develop a deeper interest in Vietnamese tea, tea culture and related products. This approach is natural and effective, as cultural exchange enables participants to better understand Vietnam, its people and its products.

According to Nguyen Ngoc Tuan, many international participants show interest and curiosity when experiencing Vietnamese tea and products in this cultural setting. Conversations, comparisons with other tea cultures and curiosity about product origins and usage turn promotion into a process of experience and retention, rather than simple introduction.

Rather than relying solely on conventional promotion methods, linking products with community activities, cultural elements and the active participation of overseas Vietnamese helps improve awareness, trust and the spread of Vietnamese goods in the host market. In this setting, each participant, whether Vietnamese or international, can act as a bridge in promoting Vietnamese tea, culture and goods in Canada.

As Canada remains a market with huge  potential for Vietnamese products, the combination of Directive 11, the coordinating role of trade offices and the proactive engagement of community organizations such as tea clubs shows a suitable approach. Alongside trade promotion, this helps bring Vietnamese goods closer to local consumers through cultural experience, community connection and trust built through direct interaction.

Vietnamese cuisine-a cultural bridge connecting Vietnam with international friends

VOV.VN - Bánh mì (Vietnamese baguette), Nem (spring rolls), and Cà phê (coffee)- signature dishes deeply rooted in Vietnamese culinary culture drew large crowds at the 2025 ASEAN-China Bazaar held on November 1 at Francisco Miranda Park in Caracas, Venezuela.