TEA CONNECT – A Symbol of Soft Diplomacy, Connecting Vietnam with International Friends

TEA CONNECT – A Symbol of Soft Diplomacy, Connecting Vietnam with International Friends

The art of tea is becoming a hallmark of soft diplomacy, where meetings open up opportunities for dialogue and big ideas take shape in a spirit of openness and warmth – key ingredients for cooperation and connection

CEO 500 – TEA CONNECT, themed “Ho Chi Minh City – Towards an International Megacity in the Digital Era”, is not only a high-level economic forum but also a symbol of deep, sincere and lasting connection. It is one of the highlight activities of the Autumn Economic Forum 2025 in Ho Chi Minh City, taking place from 25 to 27 November.

The Fragrance of Tea Among Kindred Spirits – Warm Bonds of Cooperation

In the formal setting of CEO 500 – TEA CONNECT, the event opened with the art performance “Vietnamese Tea – The Fragrance of the Earth, the Colors of the Sky and the Soul of the Vietnamese People”, co-produced by the DOIDEP tea brand. The tea-presenting and tea-offering rituals, performed with great elegance by tea artisans, created a moment of quiet reflection.

The performance “Vietnamese Tea – The Fragrance of the Earth, the Colors of the Sky and the Soul of the Vietnamese People” by the Doidep brand welcomes the distinguished delegates

It was the moment when Vietnamese culture touched the hearts of more than 500 delegates – leaders, CEOs and experts from many countries – with its refinement, purity and sincerity.

An upgraded version of CEO 100 – TEA CONNECT, launched in 2023, this year’s program has been significantly elevated, becoming a “global roundtable” for the State, businesses and international experts. Here, tea culture serves as a gentle catalyst, paving the way for strategic dialogues on digital transformation, the international financial center, green transition, strategic infrastructure and AI workforce development.

In that distinctly Vietnamese space, sincerity became the bridge, and the cup of tea became the anchor from which big conversations could begin naturally, gently and yet profoundly.

The international tea-offering ritual

The 95-minute dialogue session chaired by Prime Minister Pham Minh Chinh featured more than 20 presentations from leading corporations such as Qualcomm, Siemens, Amazon, Sunwah Innovations… along with many outstanding Vietnamese enterprises. The cooperation commitments and memoranda of understanding signed at the event not only affirmed the appeal of Ho Chi Minh City – a destination for innovation, technology and next-generation infrastructure – but also demonstrated Vietnam’s spirit of sincere and sustainable connection on the international stage.

Further out, in the outdoor spaces, areas were set aside where domestic and international delegates could drink and savor tea alongside their conversations and exchanges, and many delegates, including foreign businesspeople and experts, were clearly delighted and excited by the cups of hot, full-flavored tea…

From CEO 100 to CEO 500, TEA CONNECT has come a long way, becoming a symbol of Vietnam’s soft diplomacy – where traditional culture and a vision for development converge in a refined ritual: offering tea to open up connections.

World T.E.A Fest 2025 – When Culture Meets the Nation’s Development Vision

Building on the foundation of Tea Connect, Vietnam continues to expand its cultural diplomacy footprint with World T.E.A Fest 2025, scheduled to take place in Lam Dong in early December 2025.

The festival will be designed as a global meeting space, preserving the refinement of Vietnamese tea culture while carrying a strong, modern spirit of international integration.

World T.E.A Fest 2025 is built on five pillars. Festival: where quintessential values from around the world meet, breathing life into the poetic land of Lam Dong.

Culture and Heritage: respect – preserve – spread, connecting past, present and future through the pure fragrance of tea.

Diplomacy: the spirit of “Vietnamese bamboo diplomacy” is expressed through the purity, simplicity and goodwill of a cup of Vietnamese tea, carrying a message of peace and friendship to friends across the five continents.

Trade: opening a network of connections between Vietnam’s tea industry and tea culture centers around the world, where dialogues and cooperation agreements can raise the value of Vietnamese products.

Tourism: telling the story of Lam Dong through the fragrance of tea, through serenity and through cultural experiences that help visitors find peace and connection.

A series of signature activities such as Tea Summit, Tea Expo, Tea Carnival and Tea Connect promises a vibrant, creative festival rich in identity. One of the highlights expected to set a world record is a mass tea performance, symbolizing the resilient spirit and traditional beauty of the Vietnamese people.

World T.E.A Fest 2025 is not only a cultural event but also a testament to Vietnam’s aspiration: to spread the values of Culture – Self-reliance – Creativity – Cooperation, contributing to peace, friendship and sustainable development.

The tea-offering performance “Vu Khuc Tam Thanh” by the Doidep brand

On every journey, tea is always the starting point of connection.

A cup of tea opens a story.

A ritual begins a connection.

An event shapes the future.

Events such as TEA CONNECT, and on a larger scale World T.E.A Fest, not only honor Vietnamese tea culture but also support the aspiration to make Vietnam’s image more approachable, humane and creative in the eyes of international friends.

Source: DOIDEP