Roots Journey a unique agricultural and cultural tourism initiative that showcases the authentic beauty of Vietnam’s countryside. Founded and operated by BrandU Co., Ltd , our mission is to connect people with nature, local communities, and the timeless values of Vietnamese culture through meaningful, hands-on experiences in rural Vietnam.
01
Vision
To be the leading pioneer in Vietnam’s agricultural and cultural tourism sector by developing a sustainable, community-driven model that creates lasting value for local people and visitors alike. We are committed to:
- Building an eco-friendly educational tourism ecosystem that fosters meaningful connections with local communities.
- Expanding a nationwide network of authentic agricultural and cultural experiences across Vietnam’s countryside.
02
Mission
We create meaningful journeys where every step is more than just exploration—it is an opportunity to connect with nature, people, and culture. At Roots Journey, our mission is to:
- Inspire young generations and communities in Vietnam and around the world through sustainable agriculture, hands-on agricultural education, and the rich heritage of Vietnamese rural culture.
- Preserve and promote Vietnam’s indigenous values through sustainable agricultural and cultural tourism.
- Create sustainable livelihoods for local farmers by developing community-based tourism models that generate stable income and long-term opportunities.
03
Core Value
- Authenticity: We deliver genuine experiences—from the land and crops to the everyday stories of local farmers.
- Origin: We celebrate local culture and indigenous knowledge, with experiences created and led by the communities themselves.
- Sustainability: We promote tourism that supports environmental conservation, sustainable agriculture, and stable livelihoods for local farmers.
- Connection: We bring travelers and farmers together. Our farmers are not just guides—they are storytellers, mentors, and ambassadors of Vietnam’s rural heritage.
What Sets Roots Journey Apart
- Trải nghiệm có chiều sâu: More than just a tour, every activity is a hands-on learning journey that connects visitors with Vietnam’s land, people, and culture.
- A Well-Designed Agricultural Tourism Ecosystem: Carefully tailored experiences for families, schools, businesses, and B2B partners, combining education, culture, and authentic rural experiences.
- Professional Local Experts: Every participating farmer is professionally trained and certified in agricultural techniques, food safety, and cooperative management, ensuring safe, meaningful, and high-quality experiences.
- A Sustainable Community Tourism Model: Currently operating in Giang Biên (Việt Hưng, Hanoi) in partnership with nearly 50 local farming households, with plans to expand to 100 households over the next five years, creating long-term benefits for both local communities and visitors.
Social Impacts
Roots Journey is built on the principles of sustainable development, where social impact is valued as highly as the travel experience itself. Every activity is thoughtfully designed to create meaningful experiences for our guests while delivering lasting, tangible benefits to local communities.
- Supporting Sustainable Livelihoods for Local Farmers: 100% of revenue from agricultural products—including fresh vegetables, fruits, and traditional local specialties—is paid directly to local farmers, with no intermediaries involved. In addition, 55% of all revenue generated from agricultural tourism activities—including guided experiences, dining services, and traditional craft workshops—is shared with the farming households who help deliver these experiences.
- Growing a Stronger Farming Community: Roots Journey currently partners with 50 local farming households in Giang Biên and aims to expand to 100 households over the next five years. Beyond creating new income opportunities, we invest in our partners through professional training in agricultural techniques, food safety, hospitality, customer service, and cooperative management—helping local farmers build skills, confidence, and sustainable livelihoods for the future.
- Empowering Rural Women: Roots Journey prioritizes the inclusion of rural women in key roles throughout our operations, from production to leading visitor experiences. This approach helps enhance their skills, strengthen their role within the community, and promote greater economic independence.
- Preserving Traditional Heritage Through Sustainable Commercialization: Time-honored traditions—including making bánh đúc, preparing chè lam, and weaving traditional hammocks—are more than cultural heritage; they have been thoughtfully transformed into authentic tourism experiences that create tangible economic opportunities. This practical approach helps preserve Vietnam’s living traditions by making them economically sustainable and relevant to the needs of today’s society.
- Connecting Education with Real-Life Learning: Roots Journey’s experiential programs are designed as immersive learning platforms for children, students, and young adults. Here, lessons in agriculture, environmental sustainability, and Vietnamese cultural heritage come to life through hands-on experiences that inspire curiosity, deepen understanding, and build practical skills.
- Developing a Scalable Model for Sustainable Community Tourism: Roots Journey is not simply a destination; it is a proven model for community-based agricultural tourism designed to be replicated in rural communities across Vietnam. Guided by practical experience, standardized operating systems, and measurable social impact, our model enables sustainable expansion while maintaining high-quality visitor experiences and preserving local cultural heritage.
The Story of Giang Bien – Our First Destination
Amid the bustling city of Hanoi, Giang Bien is the “soul of the countryside in the city”—a place where Vietnam’s traditional agricultural heritage has been carefully preserved along the peaceful Đuống River. Here, you can:
- Harvest seasonal fruits and vegetables with your own hands.
- Join farmer-led workshops and outdoor STEM activities for children.
- Learn traditional crafts such as making Vietnamese cakes and weaving hammocks.
- Experience our “Farm-to-Table” cooking class with local farmers.
- Meet local farmers who have devoted nearly 50 years to the land, and hear their stories told with genuine passion and pride.
More than a trip
To us, every guest at Roots Journey is more than a visitor—they are a valued partner in preserving and promoting the enduring values of Vietnam. We believe that authentic, immersive experiences are the most powerful way to inspire a lifelong appreciation for the land, its people, and the roots of Vietnamese culture.
📍 Location: Giang Bien, Viet Hung, Hanoi
📞 Hotline: 0868.73.94.89 / 0981.80.51.33
📧 Email: rootsjourney.vn@gmail.com
