Celebrating traditional values in the contemporary era.

With the theme "Ancient Tea Aromas - Traditional Cake Flavors," this event is considered a highlight in promoting tourism in Da Nang and Central Vietnam in the last month of 2025, both summarizing the intermingled values of local and regional culinary cultures and clearly expressing the needs for cultural adaptation and development in contemporary life.

From "enjoying tea and pastries"...

Mr. Doan Van Tuan, Vice President of VCCA, shared that the Vietnamese Tea Culture Festival brought together nearly 20 famous tea brands from various regions and with diverse brand positions.

Many tea brands evoke memories for generations past, reflecting the wartime bombings, the centrally planned economy , and the transition to a market economy. Others, rooted in the history of Vietnam's renowned tea-growing regions, have now become major brands with widespread reach.

Celebrating traditional values amidst the modern era - image 1 — The Vietnamese culinary space, showcased through tea and pastries, is presented at the Vietnamese Tea Festival.

All of this converges on one message: the history of Vietnamese tea is a continuous, diverse, multi-layered, and intact stream of values, cherished and honored, from traditional family customs to the vibrant events and rhythms of contemporary life.

Alongside the tea cups, the event showcased and brought together over 35 types of traditional Vietnamese cakes, mainly from Central Vietnam, mostly ceremonial cakes and sweet pastries, with rustic colors and flavors.

These types of cakes are present in people's lives, from rural market stalls to luxurious banquet tables, and are known and enjoyed by many people of all ages.

All of this reflects a deep-rooted, authentic culinary culture in the lives of the Vietnamese people, a culmination of the wisdom and hard work of generations of laborers and countless families.

These cakes and candies, shaped and crafted, are the culmination of years of living, accumulating knowledge, and brought to life by the skillful, patient, and delicate hands of the women in the family, using very familiar ingredients.

According to Mr. Doan Van Tuan, choosing the theme "Ancient Tea Aromas - Traditional Cake Flavors" was a careful consideration by consultants and culinary experts who wanted to clearly define the necessary values for promoting the culinary culture of Central Vietnam.

Long-standing traditions in Vietnamese families include respect for etiquette and the harmonious coexistence of generations, most notably the relationship between elders and younger generations, the concept of "three generations living together." The elders enjoying tea (tasting fine tea) alongside children sharing pastries (recognizing and appreciating cakes and sweets) is a cherished tradition in both intellectual and traditional Vietnamese families.

Therefore, evoking images and recreating scenes of peaceful and simple life, with fragrant tea and ready-to-eat pastries on the table, is the approach that culinary culture experts hope to achieve, with an event that will further promote cultural tourism activities and programs in Da Nang and Central Vietnam.

Let's move on to the story of the cultural journey.

Mr. Nguyen Duc Quynh, Chairman of the Da Nang Hotel Association, shared his thoughts, noting that for nearly three years, tourism promotion activities in the central Vietnamese tourist city have focused on achieving better standards, providing better value, and evoking lasting emotions and knowledge for tourists.

The Da Nang Hotel Association has spearheaded numerous programs connecting its members with professional organizations, cultural figures, and economic leaders to foster and encourage a spirit of sustainable cooperative development.

Culinary culture is one of the key investment areas for tourism businesses in Da Nang and Central Vietnam, based on the foundation of local culinary culture and the need to define and develop new, in-depth tourism values.

Through this, local tourism, travel, and accommodation establishments have actively connected with specialized organizations and research institutions, such as VCCA and DCCA, to jointly develop cooperation plans and create tourism programs that are in harmony with cultural itineraries.

It is the cultural essence of Central Vietnam, a large, structured, and standardized group of themes, that allows for the formation of further creative ideas about tourism development.

In particular, the story of Central Vietnamese cuisine, with its simple, rustic dishes being elevated to the level of formal banquets on the national and regional tourism map, has been proposed and proactively put forward by the Da Nang Hotel Association and the Da Nang Tourism Association.

The intermingling of these organizations has created a common flow, a seamless cultural journey, linking from traditional past to present-day activities.

The Vietnamese Tea Culture Festival is one of those positive manifestations, both honoring and reviving enduring values in the Vietnamese psyche, while also being creative and flexible, adapting to the rhythm of contemporary life, especially the sensibilities of young people.

"We can see that many young people today still sit and chat over a pot of traditional tea, and during holidays and festivals, on the elegant banquet tables of businessmen, you can still find puffed rice cakes, printed rice cakes, and other traditional pastries..."

This means that our communication culture has never strayed far from the past, always cherishing what our ancestors experienced, while also being very familiar and close to the new life concepts of young people.

"So why don't we preserve, maintain, and honor these parallel values in a program to promote and develop local cultural tourism, bringing fresh yet more appreciative emotions to tourists and friends from afar?" Mr. Doan Van Tuan posed the question.

Therefore, Mr. Nguyen Duc Quynh, along with tourism businesses in Central Vietnam, placed greater joy in the successful campaigning for the Vietnamese Tea Culture Festival.

The story of local cultural tourism in Da Nang and Central Vietnam is therefore opening up new expectations, creating more effective connections, a cultural journey, and a schedule of encounters with tourists.

Source: https://baovanhoa.vn/du-lich/ton-vinh-gia-tri-truyen-thong-giua-duong-dai-187255.html