When Gen Z makes tea

In the minds of most, Gen Z (those born between 1997 and 2009) is often associated with modern urban life, technology, and trendy professions. However, many young Gen Z individuals choose to stay in their hometowns, continuing traditional crafts with a fresh perspective. Nguyen Thi Thu Huyen (born in 2002, in Soi Vang hamlet, Tan Cuong commune) is one of them.

With the dynamism of youth, Nguyen Thi Thu   Huyen has been developing her family's tea brand day by day by combining her ancestors' expertise with a modern marketing approach.

One early autumn morning, dew still clung to the leaves, and the first rays of sunlight cast a shimmering golden hue over the traditional tea plantations of Tan Cuong. Amidst the tea bushes in full bloom, Huyen bent down, meticulously picking each tender tea bud, her movements skillful as if she had dedicated her life to this work. Speaking of tea plants, Huyen spoke with enthusiasm: "The scent of early morning tea is the most familiar scent from my childhood."

Born into a family with a tradition of tea cultivation, Huyen quickly understood the value of each tea bud from her hometown. Her years studying at the University of Agriculture and Forestry ( Thai Nguyen University) provided her with extensive knowledge of geology and the soil factors that directly affect crop quality.

Huyen understands that to produce fragrant and delicious tea leaves, in addition to experience in cultivation and processing, it also requires an understanding of each soil type, water source, and climate – seemingly simple factors that determine the distinctive flavor of Tan Cuong tea.

Even while still in university, Huyen helped her parents take photos and sell their products on social media. Her first posts on Facebook, Zalo, and TikTok were simple pictures: sun-tanned arms lifting green tea buds, the sound of tea roasting echoing in a small kitchen... At the time, Huyen simply thought of introducing the products to friends, but gradually realized the power of telling the story of the tea-making profession in a relatable and authentic way.

In 2024, after graduating from university, Huyen officially took over her family's Hung Anh Safe Tea Production Facility. On her family's 2,000m² tea plantation, which adheres to VietGAP standards, Huyen also collaborates with many local households to procure high-quality raw materials.

Thanks to this, the facility maintains a stable production output, consuming an average of about 100 kg of dried tea leaves per day. During Tet (Lunar New Year), this number skyrockets, reaching 7-8 tons per month. Huyen has further diversified her product lines with packaging such as paper boxes, bamboo boxes, lacquer boxes, tea towers, etc. Prices also vary, from 500-600 thousand VND/kg to high-end teas worth 3-5 million VND/kg, catering to a wide range of consumers.

As a Gen Z, Huyen brings a different mindset to the tea industry. From proactively investing in sophisticated and modern packaging design to striving to preserve traditional elements through colors and imagery, she creates unique content. On TikTok, Facebook, and Zalo, Huyen posts videos showcasing the production process, shares tea brewing tips, and livestreams to interact with customers.

Huyen shared: "I believe that selling tea is not just about selling a product, but about telling the story of the land, the people, and the cultural values ​​embedded in each tea bud."

Huyen's daily work begins at dawn. She and the workers go to the hills to pick tea leaves, sort the buds, and bring them back to the facility for processing and drying. In her free time, she takes photos, edits videos, and writes product descriptions. In the evenings, after packing orders, Huyen usually spends time researching new marketing trends, learning how to run online advertising campaigns, or exploring potential markets.

"I want the tea from my hometown to be available not only in provinces and cities across the country but also internationally, so that friends from all over the world know about Tan Cang tea as a part of our rich and distinctive culture," Huyen shared.

Tea harvesting activities at Hung Anh Safe Tea Production Facility, Soi Vang hamlet, Tan Cuong commune.

Of course, the path to developing the traditional tea business is not easy. Many nights, Huyen stays up late answering customer messages, redesigning packaging, or considering appropriate pricing strategies. It is this combination of tradition and modernity that creates the unique character of Hung Anh Tea, a brand that both preserves the essence of its homeland and embodies a youthful, creative spirit. Social media pages named "Hung Anh Tea" are gaining more and more followers, and orders are steadily increasing.

Despite achieving some notable results, Huyen still has many plans for the future. She wants to participate in more courses on business management and international quality standards, and explore opportunities to export her tea products. At the same time, Huyen aims to continue developing creative marketing campaigns to bring her tea products closer to consumers both domestically and internationally.

Mr. Nguyen Cong Viet, Chairman of the Tan Cuong Commune People's Committee, assessed: "The younger generation, like Huyen, is revitalizing the traditional tea-making craft by combining advanced production techniques with a modern market approach. This is a positive sign, contributing to preserving the value of the craft village while opening up a sustainable development direction for Tan Cuong tea."

In the tea-growing region of Tan Cuong, the story of a young woman dedicated to the traditional craft but with an innovative mindset is inspiring many of her peers. When Gen Z enters the tea industry, they not only continue the work of their ancestors but also breathe new life into it, allowing the traditional flavors of their homeland to reach further, proving that agriculture can also be a path to success for young people who dare to think and dare to act.

Source: https://baothainguyen.vn/kinh-te/202508/khi-gen-z-lam-che-aaa0437/