HÀ NỘI — Amid the vibrant hues of Hà Nội’s Autumn Fair, a compact minimalist coffee cart is quietly stealing the show. This charming setup not only serves warm, aromatic cups of coffee but also reflects the inspiring journey of a Vietnamese businesswoman driven by passion and innovation.

The allure of minimalism

As the fair enters its third day, the atmosphere is alive with excitement. King Coffee, a renowned brand present in more than 120 countries, has chosen a serene, understated approach over grandeur. Nestled within the colourful display at Lâm Đồng Province’s exhibition booth, King Coffee staff in their signature red uniforms operate a charming cart reminiscent of Princess Arabela’s elegant stroller.

Visitors gather to enjoy freshly brewed cups that capture the essence of Việt Nam’s rich basalt soil, infused with the warmth of sunlight and gentle breezes. Despite the bustling crowds, many patrons happily queue not just to shop but to savour an authentic coffee experience.

Nguyễn Anh Trung from Hà Đông expressed his delight: “Compared to other brands, King Coffee’s flavour is exquisite and aromatic. I really hope this brand continues to flourish.”

This minimalist setup does not sacrifice convenience; instead, it strengthens the connection to Việt Nam’s street food culture, allowing customers to fully appreciate product quality — a perfect antidote to Hà Nội’s crisp autumn air.

Inspired by real stories

What truly elevates the King Coffee booth is the magnetic presence of Lê Hoàng Diệp Thảo, CEO of TNI King Coffee Company Limited. Amid the bustling fair, many women and young fans eagerly awaited the chance to meet their idol, seeking autographs and photographs with the inspiring leader. For them, Thảo symbolises resilience and creativity, a trailblazer reshaping the landscape of Vietnamese coffee on the global stage.

Nguyễn Hiền, a fan from Hà Nội, shared her excitement: “I was thrilled to enjoy King Coffee today, and I even got to meet Madam Thảo, whom I’ve idolised since I discovered my love for coffee.”

Originating from the Central Highlands, Trần Thị Bé from Pleiku listened attentively as Thảo outlined her vision for the future of coffee, a vital industry for the region. Inspired by Thảo’s journey as a female entrepreneur, Bé felt a surge of hope and motivation upon hearing how Thảo overcame challenges to build a prominent Vietnamese brand.

Three decades of commitment and vision

King Coffee has achieved international acclaim, thriving in some of the world’s most demanding markets. Yet Thảo’s emphasis at the fair highlighted a heartfelt appreciation for the domestic market that nurtured the brand’s growth.

Thảo views the Autumn Fair as a pivotal opportunity to deepen trust with local consumers, a gathering that allows businesses to unite, promote and exchange valuable insights. With enthusiastic support from visitors, King Coffee and its peers hope the Ministry of Industry and Trade will continue to foster growth, enabling them to navigate the challenges ahead.

 

Participating in this fair solidifies King Coffee’s commitment to a vibrant domestic market, essential for bridging the gap between producers and consumers. This event is not just a showcase of a successful brand, it is a testament to the relentless journey behind every warm cup of coffee, a 30-year saga filled with dedication and creativity that elevates Vietnamese coffee beans to new heights.

As the fair unfolds, visitors are not merely customers, they are part of a larger story, a narrative woven together by the passion of those like Thảo who stand at the helm of innovation. Each cup serves as a reminder of the intricate journey of Vietnamese coffee, inviting everyone to experience its warmth and richness.

In a world that often rushes past, the King Coffee cart remains a tranquil oasis. Here, the aroma of freshly brewed coffee mingles with the vibrant essence of community, showcasing the enduring spirit of Vietnamese entrepreneurship and the promise of more exciting chapters to come in the country’s coffee legacy. — VNS