Tra Viet

Tra Viet has spent two decades building a case for Vietnamese tea as a category worth taking as seriously as China's or Japan's, curated under tea master Mộng Kiều, winner of the Champion of Tea Master Cup. Rather than centering on a single regional style, the house's range spans jasmine tea, Ha Giang black tea from Vietnam's far northern highlands, Thai Nguyen top-bud green tea from the country's best-known tea province, pu-erh, and lotus tea — a format distinctly associated with Vietnamese tea culture, where tea leaves are scented inside the closed petals of lotus flowers.

The company runs three physical locations across Vietnam's main cities — two shops in Ho Chi Minh City's District 1 and Phu Nhuan, one in Hanoi's Ba Dinh district, and one in Da Nang's Lotte building — alongside a corporate arm supplying custom-branded gift packaging and hospitality tea service to businesses. Its retail side runs a Tea Show Experience, a paid tasting format built to walk visitors through Vietnamese tea styles rather than simply sell them a bag to take home.

For a country whose tea culture is often overshadowed regionally by its neighbors, Tra Viet has built a twenty-year retail and hospitality business specifically around making that culture legible to outsiders.