In July 2022, Mrs. Le Hoang Diep Thao’s coffee brand – KING COFFEE celebrates 5-year come back to Vietnam. Mrs. Diep Thao said this is an important milestone for the brand to move up a new level, becoming a truly global company.
5 years ago (July 2017), from the US, King Coffee officially returned to Vietnam and quickly marked its presence in 63 provinces and cities across the country. Also, from here Mrs. Le Hoang Diep Thao has quickly brought King Coffee to become the leading coffee brand in Vietnam. In 5 years, King Coffee has conquered 120 countries and territories, including demanding and fastidious markets such as the US, the Middle East, Russia, Korea, Singapore, and China. After 5 years, King Coffee confidently launches the richest and most quality coffee lines. For 5 years, King Coffee has grown every day and is honored to represent Vietnam’s coffee industry in the world’s largest Expo 2020 Dubai. The 5-year journey is an important milestone for King Coffee to become a truly global Vietnamese brand.
Humanitarian community projects
CEO Le Hoang Diep Thao shared that the mission to the coffee industry was the driving force for her return. After 5 years, King Coffee has made rapid development in both domestic and international markets.
Not only focusing on brand development, but King Coffee has also implemented many community activities to attract the attention of society, the most prominent of which is the Women Can Do project. The goal of the project is to support hundreds of thousands of women across the country to start businesses with small capital. After nearly 2 years of implementation, hundreds of women have had jobs, financial stability, and changed lives. From their position as dependents, they have learned to run their businesses, own their lives, and even actively support their families financially. Because of this humane meaning, Women Can Do is being supported by society.
Currently, the “Women Can Do” project is implementing two models that are suitable for many people’s desires to start a business, including distribution partners (WE agents) and small coffee shop franchises (We Home Café). With We Home Café, the Women Can Do program will deliver coffee carts, and a 30-piece “turnkey” kit, and participants will be trained in all skills in management, operation, and brewing. Professionally brewed coffee. The ingredients are King Coffee’s products and take advantage of the reputation of the King Coffee brand. Up to now, the We Home Café model has been present in 20 provinces and cities of Vietnam, and 35,000 users on WE 4.0 technology application.
Not stopping there, King Coffee – CEO Le Hoang Diep Thao is gradually realizing the dream of bringing Vietnamese agricultural products to the world. On August 1, 2021, Mrs. Diep Thao announced the launch of Happy Farmers – A community project, that supports farmers to grow higher quality coffee beans, applying methods and technologies advanced, sustainable farming, and environmental protection, to improve the value, quality, and position of Vietnamese Robusta coffee in the international market. The project also commits to purchasing and organizing social security programs to improve the living value and income of coffee farmers.
The project also focuses on creating sustainable linkages with suppliers whose raw material areas have achieved sustainable development certifications; cooperatives in the raw material area… to create a firm foothold in the face of fluctuations in the world market, breaking the passive position on the right to self-determine the price of coffee in the world.
In the coming time, Happy Farmers will continue to expand the supply chain and sustainable development of raw material areas in the Central Highlands, and at the same time develop King Coffee’s own endemic coffee growing areas in the Central Highlands provinces. The project will also continue to organize social security programs in the project localities.
Affirming global stature
On December 22, 2021, King Coffee is proud to become the unit that helps Vietnam set a World Record for Vietnamese Robusta coffee. According to Mrs. Diep Thao, of the total world coffee industry, Robusta accounts for 46%, and the trade value of the whole market is 467 billion USD (in 2020). “Vietnam’s huge advantage requires us to take it seriously and correct our mistakes to promote it. Right on the day of receiving this record certificate, I think this is a historic moment because Vietnamese coffee has been officially affirmed and honored,” said King Coffee CEO.
From 2021 to 2022, despite many difficulties due to the Covid-19 pandemic, the King Coffee brand still makes a deep impression in the Middle East market in general and the UAE market through trade cooperation activities. and culture. For 6 months (October 1, 2021 – March 31, 2022), King Coffee is proud to be the only brand chosen to represent Vietnam’s coffee industry and coffee culture at the World Expo 2020 Dubai – an event comparable to the “World Cup” or “Olympic” for global businessmen, held every 5 years and has a history of more than 170 years.
Over the past 5 years, King Coffee has received hundreds of Certificates and awards at home and abroad. In 2021, King Coffee entered the “Top 10” prestigious beverage companies 2021.