Spotlight | Vietnam: Changing Perceptions

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

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