Xuan Que Huong 2026: "A Cup of Tea Connecting Overseas Vietnamese, Joining Hands to Build an Era of Vietnam's Rise"

As part of the Xuan Que Huong (Homeland Spring) 2026 programme, three partners – the Doi Dep brand, Nam A Bank and World T.E.A Connect – left a deep impression through the "Ngu Thuc Dai" tea culture experience space. More than a highlight rich in cultural value, Doi Dep's presence also helped spread a message of connecting overseas Vietnamese, awakening national pride and the spirit of joining hands to build a Vietnam rising strongly in the new era.

The Xuan Que Huong 2026 programme, themed "Vietnam's Aspiration: Peace and Prosperity", took place from 6 to 9 February 2026 in Hanoi and Ninh Binh. It was a cultural and diplomatic event of deep political and social significance, held immediately after the 14th National Congress of the Party. With the participation of more than 1,000 distinguished overseas Vietnamese from around the world, the programme reflected a strategic vision of consolidating great national unity and harnessing the intellectual resources, strength and aspiration to contribute of the Vietnamese community abroad for the country's sustainable development.

Within the overall flow of the programme, the "Ngu Thuc Dai" space created by the Doi Dep brand, Nam A Bank and World T.E.A Connect became a contemplative stop between cultural memory and the spirit of the times. Built as a "Tea Island" with deep symbolism, Ngu Thuc Dai not only introduced Vietnamese tea culture but also told a story of roots, of togetherness and of the Vietnamese nation's aspiration to rise in the era of integration.

Here, overseas Vietnamese had the chance to savour fine cups of tea painstakingly researched and prepared by the artisans and tea maidens of the Doi Dep brand, in the warm atmosphere of the days leading up to the traditional Lunar New Year. For the Vietnamese, tea is not merely a drink but a "national beverage" closely tied to spiritual life throughout thousands of years of history. From the royal court to ordinary homes, from elegant tea conversations to simple moments of receiving guests on the porch, tea is associated with serenity and with the way Vietnamese people treat one another and themselves. At Ngu Thuc Dai, these values were recreated with refinement in every detail, from the choice of tea and the way it is brewed to a tea-enjoyment space imbued with the traditional spirit yet open to dialogue with contemporary life.

Through the Ngu Thuc Dai space, the Doi Dep Tea brand and Nam A Bank skilfully spread the message "A Cup of Tea Connecting Overseas Vietnamese – Joining Hands to Build an Era of Vietnam's Rise". In this message, tea is not only a heritage but also clearly reflects the development philosophy pursued by Doi Dep and Nam A Bank: taking culture as the foundation, people as the centre and sustainability as the long-term direction. It is a gentle yet profound cultural approach, in which tradition is not framed within nostalgia but placed in the flow of contemporary life.

With pride in Vietnamese cultural identity, the Doi Dep brand has also continuously researched, preserved and promoted the value of tea culture, step by step bringing Vietnamese tea to many important cultural, economic and diplomatic events at home and abroad. A highlight was its series of activities at the recent International Tea Festival – World T.E.A Fest 2025.

Accompanying Nam A Commercial Joint Stock Bank and World T.E.A Connect at Xuan Que Huong 2026, the Doi Dep Tea brand continues to affirm its role as a cultural storyteller, telling the story of tea, of the Vietnamese people and of the nation's aspiration to rise in a language that is simple yet rich in depth. From the warm cups of tea at Ngu Thuc Dai, the spirit of turning towards one's roots spreads, helping to nurture a Vietnam that develops sustainably, is rich in identity and integrates confidently with the world.

Source: Doi Dep FMCG