This event not only commemorates World Tea Day (May 21) but also marks the grand opening of the Hacoocha tea experience space – a brand with a grand vision to bring the essence of Vietnamese tea to the international arena.
The event space was designed in a quintessentially Oriental style, combining traditional tea-blending artistry with modern lighting, offering a refined and emotionally-charged experience.
The event was graced by Mr. Hoang Vinh Long, Chairman of the Vietnam Tea Association; Mr. Tony Gebely, International Tea Expert and Co-founder of the American Specialty Tea Alliance; Mr. Luu Duc Thanh, Senior Advisor on IP for Concetti Company and former Director of the Center for Appraisal of Geographical Indications and Trademarks – National Office of Intellectual Property; and Shark Pham Thanh Hung, as an investor. The event also witnessed the presence of hundreds of guests, including artisans, experts, manufacturers, and tea enthusiasts from both within and outside the country.
The highlight of the event was a tea talk titled “Ha Giang Tea: From High Mountain Peaks to Global Heights,” where stories behind the cups of ancient Shan Snow tea were passionately narrated with strategic foresight.
Shark Pham Thanh Hung, co-founder of Hacoocha, shared, “We want Vietnamese tea to not only be known but also admired globally. Hacoocha is born to make that happen.”
CEO Nguyen Thu Trang, co-founder of Hacoocha, also shared the story of the journey to define Vietnamese tea and accompany the local people of Ha Giang: from preserving centuries-old tea trees, adopting sustainable production practices, to designing internationally-compliant packaging. She emphasized that every cup of Hacoocha tea tells a cultural story – a confluence of nature, humanity, and aspirations for reaching farther.
International tea expert Tony Gebely opined, “The ancient Shan Snow tea from Ha Giang possesses a unique character. However, to make a global mark, we need to constantly innovate in processing techniques – from plucking and withering to oxidation. This way, Ha Giang will not only be a tea-producing region but also the cradle that shapes Vietnam’s distinct tea style.”
Mr. Hoang Vinh Long, Chairman of the Vietnam Tea Association, shared his insights on the potential and development opportunities for Ha Giang’s Shan Snow tea in the context of globalization.
Going beyond the discussion of quality, Mr. Long argued that for sustainable development, Ha Giang needs to be positioned as a key tea-producing region of the nation. “We are committed to accompanying brands like Hacoocha to ensure that Shan Snow tea becomes not just a cultural heritage but also a symbol of national pride,” he asserted.
A highlight of the event was the introduction of the geographical indication protection certificate for Ha Giang’s Shan Snow tea (No. 00069, issued on August 16, 2018) by Mr. Luu Duc Thanh, Senior IP Advisor from Concetti Company. This is considered a significant step in the journey to build a well-established and sustainable local brand.
The tea talk also offered unique experiences: from artist Pham The Duyet’s artistic lotus tea blending performance and an exhibition of paintings depicting the tea region of Ha Giang, to the traditional activity of pan-frying tea. Each activity transported the attendees back to the highland villages, where century-old tea leaves still thrive amidst the clouds of Tay Con Linh.
Parallel to the tea talk was the grand opening of the Hacoocha Tea Shop in the main lobby of the Pan Pacific Hotel. This space will be an ideal destination for domestic and international guests who wish to indulge in ancient Shan Snow tea in a luxurious and refined ambiance.
Mr. David Duffy, representing Pan Pacific, shared, “We are proud to collaborate with Hacoocha to offer a tea experience steeped in Vietnamese identity while propagating the message of sustainability. Every cup of tea here not only delivers a unique flavor but also encapsulates passion and social responsibility.”
The success of the tea talk lies not only in its scale or the number of attendees but also in the cultural values it celebrated. From the treacherous mountain ranges of Ha Giang to the elegant lobby of one of the capital’s most luxurious hotels, Hacoocha has proven that when nurtured with care, Vietnamese essence can conquer the world.
Hacoocha, with its strategic moves, grand aspirations, and sustainability commitments, is continuing to write the story of Shan Snow tea’s global reach. And this story begins on a May afternoon, in the heart of Hanoi, where tea is not just for drinking but for experiencing – with all the senses.
About Hacoocha
Hacoocha is a brand focused on the ancient Shan Snow tea line, sourced from centuries-old tea trees growing at thousands of meters above sea level in Tay Con Linh, Ha Giang, and Ta Xua, Dien Bien. Hacoocha’s tea products are currently available in several countries, including Germany, the Czech Republic, France, and Australia, receiving high acclaim for their rarity and unique processing methods.
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