Spotlight | Vietnam: Changing Perceptions

Spotlight | Vietnam: Changing Perceptions

From Tea Biz by Dan Bolton

June 26, 2026 · 17 min

About this episode

The episode discusses the evolving perceptions of Vietnamese tea and features an interview with Tri Nguyen, CEO of Tea Cusp.

Vietnam has long been a volume player in tea—but that's changing. As demand shifts toward origin, clarity, and craft, a new generation is redefining what Vietnamese tea can be—and how it's valued. | Today's guest is Tri Nguyen, CEO of Tea Cusp. BIO: Tree Tri represents a new generation of Vietnamese tea makers—one rooted in heritage but intent on redefining how the world understands Vietnam as an origin. | A second-generation producer, he has spent decades in tea alongside his family, building vertically integrated operations that include organic farming and certified production systems.His mission is explicit: change global perceptions of Vietnamese tea while improving farmer livelihoods. Through Canadian-based CUSP, he is blending traditional Vietnamese tea culture with modern processing discipline and market awareness—positioning Vietnam not as a low-cost supplier, but as a producer of expressive, origin-driven teas.| Podlink signup: https://pod.link/1549975153 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

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