Market shift: A signal for a quality race
According to data from Customs Department, in January 2026, Vietnam exported 12,390 tonnes of tea, reaching nearly 21 million USD, an increase of 28% in volume and 27% in value compared to the same period in 2025. In context of volatile global agricultural trade, this is a remarkable growth rate, showing that market demand for Vietnamese tea remains positive.
However, average export price only reached US$1,686/tonne, a decrease of 2.29% compared to December 2025 and a slight decrease of 0.45% compared to the same period last year. This reflects familiar reality that growth is still mainly based on expanding production, while added value has not seen a corresponding breakthrough.
Structure of tea export market is also undergoing a significant change. Tea exports to Russia, India and Poland increased sharply; in particular, the Philippines market recorded triple-digit growth, increasing by 544.7% in volume and 312.2% in value compared to the same period in 2025.
Conversely, two major markets, China and Taiwan (China), showed contrasting trends. Export to China were more favorable, while Taiwan (China) market declined. The three highest-value markets in the month were Pakistan, Taiwan (China) and China, accounting for 25.8% of Vietnam's total tea exports.
Export to China reached 1,140 tonnes, valued at US$1.52 million, accounting for 9.2% of volume; Taiwan (China) reached 1,130 tonnes, valued at US$2.2 million, accounting for 9.16%. Notably, Pakistan, which previously accounted for 35.2% of market share in January 2025, decreased to 7.5% in January 2026, with a volume of 930 tonnes, a decrease of over 70% compared to the same period.
These figures show that market structure is increasingly dependent on quality, traceability and ability to meet technical standards. As markets raise their demands for food safety, chemical residue levels, environmental responsibility, product storytelling and certification systems become mandatory "passports," this is the time for the tea industry to shift strongly from a "selling raw materials" mindset to a "selling value" mindset.
Escaping "shadow" of cheap, raw tea, an opportunity to reposition image of Vietnamese tea.
Within this overall picture, production models linked to building brand names in raw material areas are showing a sustainable direction. In Yen Binh commune (Thai Nguyen province), Ban Moc Agricultural Cooperative has chosen to develop Shan Tuyet tea organically, standardizing processes and telling the story of local culture.
Two main products are Shan Tuyet green tea and Shan Tuyet black tea, positioned in segment emphasizing quality and natural value. Raw materials are harvested from ancient tea trees growing naturally in the forest, at an altitude of over 800 meters above sea level.
Speaking with a reporter from Industry and Trade Newspaper, Mr. Ma Van Thong, Director of Ban Moc Agricultural Cooperative, said that at this altitude, climate is cool year-round, with a large diurnal temperature range, thick fog and nutrient-rich soil, allowing tea buds to develop slowly, accumulating distinct flavors and creating characteristic natural white "snow" layer. If production is rushed, it will be difficult to preserve that original flavor.
In a context where many places prioritize yield, cooperative chooses organic farming, minimizing use of chemicals, using manual care and allowing plants to develop according to their natural cycle. Stable quality and long-term reputation are the core foundations for building a brand. The cooperative has been granted PGS organic certification, a crucial factor in building consumer trust.
Current consumer trends also support this approach. Buyers are increasingly interested in origin, production process and health benefits rather than just focusing on packaging. Cooperative's customer base mainly consists of people who prioritize clean, organic products with clear traceability.
Tea lines are categorized according to level of sophistication in processing. Shan Tuyet black tea, with its elaborate process and longer processing time, commands a higher price than traditional green tea. Pricing based on quality and labor value, rather than competing on price, helps position product in a higher segment.
From another perspective, in an interview with Industry and Trade Newspaper, Mr. Ha Duc Thang, Director of V-Shantea Tea Production Cooperative (Phu Yen, Son La), stated that a fact that many tea-growing regions still sell raw tea at very low prices is a cause for concern. Some export tea prices are so low that they almost do not reflect the true value of the raw materials and the labor of the growers.
According to Mr. Thang, if cooperative continues to follow the old path of exporting raw tea, it will be difficult to improve farmers' incomes or create sustainable value for businesses. Only way forward is to innovate production methods, invest in knowledge, technology and branding. “We are building the V-Shantea brand with message ‘San’ stands for Shan Tuyet, ‘Tea’ means tea, and the letter ‘V’ represents Vietnam. Through this, cooperative hopes to change the international market’s perception of Vietnamese tea, showing it not just as low-priced black tea, but as high-value, truly high-quality teas with a unique identity,” Mr. Thang said.
Tea export in January 2026 increased by nearly 30%, a positive sign, but not enough to guarantee long-term market position. In context of increasingly fierce competition, only products that meet high standards, have a clear story and a well-invested brand can increase their value.
Building a Vietnamese tea brand is not just about packaging design or media promotion. It's a synchronized process from raw material areas, production processes, certification systems to telling cultural story associated with the product. When consumers understand and believe in that value, they are willing to pay a higher price.

Source: Vitic/ congthuong.vn