Matcha-flavored lattes and sweets are increasingly common in Vietnam, but not every product labeled "Vietnamese matcha" is necessarily matcha in the Japanese sense — stone-ground tencha. Green tea powder, sweetened latte mixes, and colored confectionery ingredients also exist, so it is important not to judge quality by origin names or the word "ceremonial" alone.
This article introduces the Bảo Lộc tea-growing region and producers such as Doi Dep, while distinguishing between facts verifiable through official sources and claims made by sellers. Before buying, check the ingredients, production method, harvest and manufacturing date, storage instructions, and whether sugar has been added.
The Bottom Line First: Choose Souvenirs by the Label
- Whether it is "100% tea" or a mix containing sugar, flavorings, or dairy
- Whether the tea leaf origin and producer are clearly stated
- Whether there is an explanation of the matcha production method, or whether it is simply green tea powder
- Whether it comes in light-blocking, sealed packaging and can be stored in a cool, dark place or refrigerated after opening
The fast-growing Vietnamese matcha market and its background
Matcha drew sudden widespread attention in Vietnam from the 2020s onward. Private research firms forecast growth in the matcha market, but the market size figures vary greatly depending on how "matcha" is defined as a product category. The numbers are reference values reflecting a trend, not official statistics. Within Vietnam, sales of matcha latte powder on TikTok Shop and Shopee have surged, and the product is now widely distributed across cafés, supermarkets, and convenience stores.
Three elements are driving the boom. The first is the evolution of café culture. Major chains such as Highlands Coffee and The Coffee House have added matcha drinks to their menus, and more than 10 matcha specialty cafés have opened within Ho Chi Minh City. The second is rising health consciousness. The younger generation has taken note of catechins and theanine, creating a flow of choosing matcha as an alternative to coffee. The third is the Japanese-food boom. Following sushi and ramen, matcha is being chosen as a “distinctly Japanese experience.”
Chances to encounter matcha while café-hopping or choosing souvenirs are rising sharply, making it a presence you can’t ignore as a theme for a Vietnam trip.
Vietnam’s main matcha production area: Bao Loc, Lam Dong Province
Indispensable to any discussion of Vietnamese-grown matcha is Bao Loc in Lam Dong Province. About four hours by car northeast of Ho Chi Minh City, this town sits in highland terrain at around 800 meters elevation and has long been called “Vietnam’s tea capital.” Tea cultivation began in the French colonial era, and some of the country’s largest tea fields still spread out here.
Tea leaves nurtured by 800-meter highlands and mist
Three conditions make Bảo Lộc well suited to tea cultivation: a cool climate with an average annual temperature of around 22°C, mist that occurs throughout the year, and fine-grained basaltic soil. While mist and a cool climate are characteristics of tea cultivation, mist and the Japanese shading technique used for tencha are not the same thing. Claims about theanine content or similarity to Uji or Nishio teas cannot be stated definitively without cultivation and analysis data specific to each product.
Adoption of Japanese-style shade cultivation
From the latter half of the 2010s, Japanese-style shade-cultivation (shading) techniques were adopted in earnest in Bao Loc’s tea gardens. Covering the tea leaves with black shade nets for about 20 days raises theanine content and suppresses catechins, the bitter component—this technique is the core of high-grade Japanese matcha. In Bao Loc, several factories operate that, in addition to this method, carry out the process all the way to grinding the leaves with a dedicated stone mill.
VietGAP and organic certification
Tea gardens with an eye on exports to Europe and North America are increasingly obtaining international certifications such as Organic JAS and USDA Organic, on top of VietGAP, Vietnam’s own good agricultural practices. Meeting the demands of advanced markets with strict residual-pesticide standards has led to a quality lift across the whole production area.
Doi Dep—a premium matcha brand from Bao Loc
The name that comes up as the front-runner of Vietnamese matcha is Doi Dep, based in Bao Loc. By combining vast in-house tea gardens with Japanese-style equipment, it has pioneered Vietnam’s domestic premium matcha market, and among matcha lovers it has become an object of surprise: “can Vietnamese-grown matcha really be finished to this level?”
The origin of the brand name: “a pair of sandals”
“Doi Dep” is a Vietnamese phrase meaning “a pair of sandals.” Because sandals only function once they form a pair, the name is held up as a brand concept symbolizing “the inseverable relationship between people, between land and people, and between nature and people.” The philosophy of valuing the ties among tea garden, artisan, and consumer also has something in common with the Japanese culture of hospitality.
Adoption of Japanese-style techniques and inviting experts
The official Doi Dep website confirms their Bảo Lộc tea, gift, and resort businesses. However, claims about inviting Japanese specialists, stone-grinding, and theanine levels approaching those of Japanese-grown tea could not be verified on the official pages reviewed for this article. When purchasing, prioritize the label on the back of the product and any explanation of the production method.
Running a Tea Resort
What sets Doi Dep apart from other brands is that it runs a luxury “Tea Resort” integrated with the tea gardens. With villas overlooking the tea fields, a matcha-whisking experience program, and even meals in a tea-kaiseki style, visitors can not just “drink tea” but “stay in tea culture.” It is increasingly introduced as a highlight of Bao Loc tourism and is taking root as a weekend getaway from Ho Chi Minh City and Da Lat.
Product lineup
Doi Dep’s matcha products fall broadly into three grades: a ceremonial grade for the tea ceremony, a premium grade for cafés and lattes, and a cooking grade for sweets and cooking. Besides specialty shops, they have come to be seen at some upscale supermarkets in Ho Chi Minh City and at airport souvenir shops.
Differences between Japanese-grown and Vietnamese-grown matcha
What surprises many Japanese people drinking Vietnamese-grown matcha for the first time is that the flavor is lighter than they imagined. Organizing the differences from Japanese-grown matcha from a resident’s point of view looks like this.
| Item | Japanese-grown matcha (Uji, Nishio) | Vietnamese-grown matcha (Bao Loc) |
|---|---|---|
| Color | Deep, rich green | Bright yellow-green |
| Aroma | Umami-driven, like nori seaweed | Grassy, like fresh greenery |
| Flavor | Rich umami and sweetness | Light and refreshing, with a faint acidity |
| Price range (30g) | 1,500–5,000 yen | 500–1,500 yen |
| Best ways to drink | Koicha and usucha (straight) | Lattes, sweets, and cooking |
Japanese-grown is designed with an emphasis on umami, on the premise of “whisking and drinking.” Vietnamese-grown, by contrast, has restrained umami due to the difference in climate, and shows its true worth in latte and sweet uses paired with milk or sweetness. The right way to see it is not as a substitute for Japanese-grown, but as an option in a different category.
A recommendation to try a taste comparison
If you have a chance to compare the two during your Vietnam trip, we recommend giving it a try. For instance, a “two-cup” approach—whisking and drinking Japanese-grown matcha in the morning and enjoying a Vietnamese-grown latte in the evening—lets you feel each one’s character clearly.
Local cafés where you can experience Vietnamese matcha
The matcha specialty cafés increasing in each city let you try Vietnamese matcha easily, one cup at a time. We have carefully selected recommended shops from a resident’s perspective.
MIYAEN (Da Lat, Bao Loc)
A specialty café that puts Bao Loc–grown Vietnamese matcha center stage. A rare place where you can enjoy locally grown matcha in a Japanese-style space, with the appeal of freshness shipped straight from the source. For details, seethe complete MIYAEN guide.
Atelier Matcha (Ho Chi Minh City)
A matcha brand from Uji, Kyoto, opened its first overseas store in 2025. You can experience the quality of Japanese-grown matcha in Vietnam. Local-only items like the coconut-milk MATCHA latte are also worth checking. For details, seethe complete Atelier Matcha guide.
Nagocha Matcha (central Ho Chi Minh City)
Vietnam’s first Japanese-style matcha specialty chain. It uses ceremonial-grade matcha from across Japan—Kyoto, Uji, Kagoshima, Fukuoka, Shizuoka, and more. For details, head tothe Nagocha Matcha guide.
Yakishime (Can Tho)
A Japanese-style matcha café in Can Tho, the central city of the Mekong Delta, that embodies the Japanese aesthetic of wabi-sabi. For details, seethe complete Yakishime guide.
How to buy Vietnamese matcha as a souvenir
Once you think you’d like to “take home” a flavor you liked at a café or “give it to family or friends,” it pays to know where you can buy it as a souvenir. Being able to get a premium grade at a more reasonable price than Japanese-grown is an appeal unique to Vietnam.
Upscale supermarkets
Retail-packaged Vietnamese matcha is available at Annam Gourmet Market in Ho Chi Minh City, Intimex in Hanoi, and nationwide chains such as Co.opMart and WinMart. Prices vary by store, ingredients, and volume, so check the VND price and net weight. Products from major brands including Doi Dep are becoming available at a growing number of stockists.
Brand-direct and tea specialty shops
You can buy authentic Vietnamese matcha mainly at Doi Dep’s direct shop inside the Tea Resort, as well as at tea specialty shops such as Trà Việt (a Vietnamese-tea specialty store). The price is a little higher, but the appeal is the reassurance of having the origin and even the production date clearly stated.
Airport duty-free shops
Souvenir shops in the departure areas of Tan Son Nhat International Airport (Ho Chi Minh City) and Noi Bai International Airport (Hanoi) also carry Vietnamese-grown matcha. Keep it in mind as a last chance if you forget to buy any right before flying home.
Online (before and after your trip)
You can also buy matcha from major brands like Doi Dep on platforms such as Shopee Vietnam, TikTok Shop, and Lazada. It is handy if you want to try before your trip or place a reorder after returning home. More shops now support international shipping to Japan as well.
Recommended Vietnamese matcha souvenirs by recipient
The best way to choose changes depending on “who you’re giving it to.” Here are recommendations organized into four patterns from a resident’s point of view.
For a matcha-loving friend
"Ceremonial" is not an internationally standardized official grade. It works well as a "comparison gift" that lets the recipient enjoy tasting it alongside Japanese matcha. Choosing a product with a clear origin and brand, such as Doi Dep, gives you more to talk about.
For tea lovers and the parents’ generation
A set with Vietnamese green tea or lotus tea is recommended. It lets them experience the whole world of Vietnamese tea.A roundup of Vietnamese tea souvenirsandA feature on lotus teais also worth referring to.
For the health-conscious or as office handouts
Café-use powder or tea-bag types (10–20 bags, 500–800 yen) are convenient. They make a highly practical souvenir that people can enjoy by making lattes at the office.
For yourself or a cooking lover
Cooking grade (100g, 700–1,200 yen) is a good deal since you can use plenty in sweets and dishes. With wide uses—Japanese and Western confections, matcha lattes, matcha salt—it’s easy to work into everyday cooking.
Frequently asked questions
Here is a roundup of questions frequently asked before buying Vietnamese matcha souvenirs.
Q. Can I bring Vietnamese-grown matcha back to Japan?
A. For processed powdered matcha, there are no special restrictions on bringing it into Japan. However, since separate rules apply to bringing in large quantities for commercial use, please enjoy it within the scope of personal souvenirs.
Q. How long does it keep?
A. As a guide, about 1 to 1.5 years from production while unopened. After opening, refrigerating it and finishing it within a month is recommended.
Q. Can I whisk it the same way as Japanese matcha?
A. You can whisk it with the same chasen, but since Vietnamese-grown has a lighter flavor, it is better suited to lattes and sweets. If you do whisk it, the trick is to adjust it on the thin side, with more hot water for a small amount.
Q. Can I visit Doi Dep’s Tea Resort as a tourist?
A. Yes, you can. Bao Loc is about four hours by car from Ho Chi Minh City and about two hours from Da Lat. It accommodates everything from a day trip combining a tea-garden tour and a matcha experience to an overnight stay.
Q. Is there Vietnamese matcha with organic certification?
A. Some premium brands have products certified by Organic JAS or USDA. Check the certification mark on the package when choosing.
A summary of choosing Vietnamese matcha souvenirs
Vietnamese-grown matcha is growing fast as “another Vietnamese-grown indulgence” next to coffee. Led by Doi Dep from Bao Loc, a distinctive matcha culture fusing Japanese-style techniques with the local climate has blossomed all at once over the past few years. Not as a substitute for Japanese-grown matcha but as a new option for lattes, sweets, and cooking, it offers a worthwhile choice for both souvenirs and yourself.
For related local café information and Vietnamese tea souvenirs in general, please also refer to the articles below.
- [Latest] Crowd-pleasing Vietnamese tea souvenirs | A roundup of recommended brands and where to buy
- The complete MIYAEN guide
- The complete Atelier Matcha guide
- The complete Nagocha Matcha guide
- The complete lotus tea guide
In Summary: Look at the Ingredients and Production Method, Not Just the Word "Matcha"
Bảo Lộc is known as a tea-growing region, and Doi Dep can be confirmed as a local tea brand through official sources. However, green tea powder, Japanese-style matcha, and latte mixes are different products. Before being drawn in by health claims or grade names, compare the ingredients, origin, production method, sugar content, and packaging.
If you plan to drink it straight, try a small amount first; if you intend to use it for lattes or baking, choose a powder suited to that purpose. In Vietnam's hot and humid climate, keeping it in a light-blocking, sealed container after purchase and consuming it promptly after returning home also affects quality.
