Portraits of the founders shaping Vietnam’s coffee “empire”

His entrepreneurial path was far from smooth. Following initial success with Au Lac Coffee, he was forced to start anew when an investor pulled out. Observing that local coffee companies were focused solely on exports while neglecting the domestic market, Thai saw an untapped opportunity. In 1997, he became the first overseas Vietnamese to receive a business licence in Hanoi. By 2002, he had founded Viet Thai International (VTI) and launched Highlands Coffee. Beginning with just two small shops in Hanoi and Ho Chi Minh City, Thai transformed the brand into Vietnam’s leading coffee chain, expanding it nationwide and beyond.

More than a skilled businessman, Thai is a strategist with a clear vision. In 2011, he made the bold move to sell nearly half of Viet Thai International’s stake to the Jollibee Group (Philippines), ushering in a new era for Highlands Coffee. This partnership provided the financial strength to scale the business, enhance service quality, and propel the brand onto the global stage.

“This transformation aims to make Highlands Coffee an inviting destination for modern consumers at accessible prices. Our stores are designed to preserve traditional cultural values while fostering a sense of community,” shared founder David Thai.

A graduate of Ho Chi Minh City University of Technology, Nguyen Hai Ninh began his career at PepsiCo but always harboured a desire to create something of lasting value. In 2011, alongside his friend Dinh Nhat Nam, he co-founded Urban Station, a takeaway coffee chain that quickly gained popularity among young people. Yet, this was not the end of his vision. Ninh aspired to create a true “coffee house”, a place where people could connect and share experiences.

“I opened a coffee shop because I loved serving, not because I loved drinking coffee. Seeing customers coming and going each day brought me happiness. My goal at the time was simple: whatever business I pursued, it had to create value for people. After learning from the failures and experiences of Urban Station, I wanted to continue building something I had not yet achieved,” Ninh reflected.

Determined to bring this vision to life, he left Urban Station in 2014 and established The Coffee House, a chain that embodied his dream of a coffee brand with a strong Vietnamese identity. Constantly innovating, he focused on crafting products and services that met customers’ evolving needs. For Ninh, the foundation of a successful coffee shop rests on three pillars: atmosphere, service, and convenience. Placing the well-being of both customers and employees at the heart of his business, he fostered a welcoming and professional work environment.

“For me, happiness is a simple concept: bringing joy to others, whether they are customers or employees. I want to create beautiful spaces where people feel a sense of belonging the moment they walk in. I also encourage staff to build genuine connections with customers, remembering their names, treating them as close friends. Imagine walking in and hearing, ‘The usual today? We’ve got something new, would you like to try it?’ That’s the experience I want to offer.”

Prioritising people over profit, The Coffee House has become known for its distinctive approach to business. In one instance, the company raised salaries for nearly 100 employees by 20% despite facing financial losses. On another occasion, a customer unknowingly presented an expired voucher, yet was still offered the promotion. These small yet meaningful gestures reflect a philosophy that has helped The Coffee House grow into one of Vietnam’s most widely recognised coffee chains.

Ninh’s success has firmly established him as a leading figure in Vietnam’s start-up community. He was named in Vietnam’s Top 30 Under 30 (2016) and Forbes 30 Under 30 Asia (2017), cementing his reputation as a pioneer in the country’s coffee industry.

In 2007, in the heart of Hanoi on Trieu Viet Vuong Street, Linh Dung began writing the story of Cong Caphe, a nostalgic tribute to the subsidy era, where old values were reimagined with creativity and subtlety. At a time when most Hanoi cafés paid little attention to interior design, she was determined that Cong would be different.

“Cong needed its own story,” she recalled. And with boundless passion for Hanoi and its cultural heritage, she set out to tell it.

Memories of the subsidy era filled every corner of Cong Caphe, from its old-fashioned tables and chairs to the carefully curated decorative pieces. For Linh Dung, this was a way to bring the simplicity and romanticism of her childhood into the café’s identity.

Pioneering the Vietnam Vintage aesthetic in coffee culture, Cong Caphe offers an experience that goes beyond drinks and food. Every detail—from the layout of the space to the arrangement of tables and chairs, transports customers to a different emotional landscape, evoking nostalgia for a bygone era with a witty and refreshing twist.

Beyond Vietnam, Linh Dung has taken Cong Caphe global, winning over coffee lovers in Korea, Canada, Malaysia, and Taiwan. With nearly 100 locations worldwide, the brand has become a symbol of Vietnamese coffee culture, an unmissable destination for those seeking a distinctive and emotive experience.

“More, More, Forever” is the slogan encapsulating the passion that drives Linh Dung and her team as they continuously strive to perfect the customer experience.

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Lam Boi Minh, the man who transformed a humble tea cart into a multi-million-dollar F&B empire, is a testament to the power of resilience and an enduring passion for Vietnamese tea and coffee.

Born into a family steeped in the tea trade, Minh developed an early fascination with the lush green tea leaves and the rich aroma of roasted coffee beans. In 1968, at just 16 years old, he started his career as a delivery worker at a bus station. Yet his love for tea and coffee drove him to set up a small cart selling tea leaves and roasted coffee. By 1975, he had opened a second shop on Le Van Sy Street in Ho Chi Minh City, introducing customers to his signature filter coffee. In those early years, he handled every aspect of the business himself—from sourcing ingredients to roasting, grinding, and delivery. Under Saigon’s sweltering sun, he cycled for miles each day to make deliveries, saving every penny to build his capital.

In 1980, Minh reached a turning point when he opened the first machine-brewed coffee shop on Mac Thi Buoi Street. Though just nine square metres, this small shop laid the foundation for Phuc Long to become a formidable force in Vietnam’s F&B industry. Throughout the 1990s, he continually refined his products, expanded the brand’s reach, and invested in tea plantations in Thai Nguyen, as well as tea and coffee processing facilities in Binh Duong, ensuring a consistent supply of high-quality raw materials.

Asked how he mastered his craft, Minh humbly responded: “The profession teaches the profession.” In his time, there were no schools for tea blending or coffee roasting, only experience, patience, and instinct. He roasted so much coffee that he could distinguish its origin, blend, and roast level simply by its aroma. The same went for tea: after decades of sifting, brewing, and experimenting, his hands instinctively knew how to create the perfect flavour balance.

In 2012, Phuc Long took a bold step forward by opening a store at Crescent Mall, transitioning to a self-service model within a contemporary setting. After 55 years of dedication, Lam Boi Minh made the pivotal decision to transfer Phuc Long to a larger corporation in 2020.

“Transferring the Phuc Long brand marks a new chapter, ensuring its continued growth and bringing the distinctive flavours of Vietnam’s traditional beverages to tea and coffee lovers across the globe. That is my greatest wish,” he says.

A formidable name in Vietnam’s financial and securities industry, Truong Nguyen Thien Kim has proven her adaptability and business acumen by making a resounding impact in the F&B sector as the visionary behind Katinat and Phe La, two of the country’s fastest-growing coffee chains.

Born in 1976 in Da Lat, Kim possesses a robust academic background, holding a Master’s degree in Finance, Money Circulation, and Credit from Ho Chi Minh City University of Economics. She began her career in entry-level roles before steadily advancing to leadership positions at major corporations such as PNJ, Dong A Bank Securities, and Vietcap, where she remains a key shareholder. Currently, she serves as the Chairwoman and General Director of D1 Concepts Joint Stock Company, the parent company of several acclaimed F&B brands, including San Fu Lou, Di Mai, Sorae Japanese Restaurant, and Cafeda.

With her strategic vision and keen ability to anticipate market trends, she has transformed Katinat and Phe La into two of the most sought-after names in Vietnam’s F&B industry, positioning them as direct competitors to established giants such as Highlands Coffee and The Coffee House.

When the COVID-19 pandemic disrupted the F&B industry, forcing many brands to shut down, Katinat not only survived but thrived thanks to Kim’s strong financial foundation and strategic foresight. Despite operating high-rent locations and temporarily closing stores during lockdowns, Katinat seized the opportunity to expand. While other brands struggled with overhead costs, Kim capitalised on prime retail spaces that had been vacated, securing them at significantly reduced rates.

At the end of 2021, Katinat had just 10 locations. However, in the span of a few months, the brand rapidly expanded to 18 stores. This period of aggressive growth was accompanied by substantial investment in interior design and customer experience, ensuring that Katinat stood out in Vietnam’s competitive café landscape. Kim’s ambition was not only to rival The Coffee House, Highlands Coffee, and Phuc Long but to solidify Katinat’s position in the thriving F&B market, setting a target of 50 stores and beyond.

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John Trung Nguyen embodies the bold entrepreneurial spirit and innovative mindset of Vietnam’s younger generation. In a highly competitive coffee market, he and his co-founder, Jenny Tien Nguyen, envisioned Cheese Coffee as more than just a place to enjoy coffee; it would be a space designed to evoke experiences and emotions.

A graduate of RMIT Vietnam with a Bachelor of Commerce and a Master of Business Administration, John Trung Nguyen chose not to follow a conventional career path. Instead, he took a leap of faith into the F&B industry. His journey began as Deputy Brand Director at Baskin Robbins, where he gained invaluable insights over five years. He later spent a year and a half as Marketing Director at Topcake, further refining his understanding of F&B operations and customer preferences.

In 2015, the idea for Cheese Coffee took shape, driven by a desire to “bring a more premium experience to the mass market.” John Trung Nguyen viewed coffee as a catalyst for meaningful moments. Cheese Coffee officially launched in 2016, entering a fiercely competitive industry dominated by established giants. However, rather than being discouraged, he doubled down on product quality, customer experience, and distinctive store designs.

John Trung Nguyen’s vision was to make Cheese Coffee a comforting retreat for young people. Instead of pouring resources into traditional media for brand promotion, he prioritized investing in quality products, services, and the overall customer experience. He regularly visits stores, observes customer behavior, and monitors feedback on social media and review platforms. Whether praise or criticism, he welcomes every comment as an opportunity for growth, ensuring that Cheese Coffee continuously evolves.

Each Cheese Coffee store is designed as a signature space, rejecting rigid templates in favor of fresh, immersive experiences. His ultimate goal is to make customers feel a sense of novelty within the familiar, creating memorable moments with every visit.

Every entrepreneur has ambitious dreams, and for John Trung Nguyen, that dream is to expand beyond Cheese Coffee’s hometown of Saigon. He envisions a future where the brand reaches cities across Vietnam—and even beyond its borders. To achieve this, he knows that Cheese Coffee must constantly innovate, push boundaries, and set ever-higher standards.

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