Our Founder Le Hoang Diep Thao

Madame Le Hoang Diep Thao is currently the Founder and CEO of TNI King Coffee with 25 years of experience in trading and exporting coffee. She is also the Vice President of Vietnam Coffee and Cocoa Association (VICOFA) and Chairman of Vietnam Specialty Coffee Association (VSCA) Happy Farmers is a project cherished by Madame Diep Thao since she was very young, when she was just over 20 years old, with the desire for Vietnamese farmers to have better lives. The most important of which is improving the living standards of farmers, stabilizing incomes and creating more work for farmers. Madame Diep Thao is known as the Co-Founder of Trung Nguyen Coffee Group and ran this Group from 1996 to 2014. She brought the instant coffee product line to Trung Nguyen, founded and brought Trung Nguyen to success for the G7 brand. Her strategies have opened the gateway for Trung Nguyen and the G7 brand to the world. With her contributions to the community, society and the coffee industry, in 2020, Madame Le Hoang Diep Thao was honoured by Global Brands Magazine (UK) with the “Most Admired CEO in Vietnam” award in the field of Food & Beverage.

King Coffee’s ambition to go Global

“My constant motivation is how I can develop Vietnam’s coffee industry, and help farmers get rich and be proud of their own achievements. Our products are consumed and loved all over the world. From there, there can be benefit to the nation and the community.”

As Vietnam is one of the best anti-epidemic countries in the world, disease has also helped King Coffee actively seek orders from other markets by developing a network of personal sales agents worldwide. In just 12 months, King Coffee’s market doubled its export numbers from 60 countries up to 120 countries.

“For King Coffee to enter the “always crowded” international market, I was determined that there is no common strategy for all markets, “think global and act local”. I will have a different strategy in accordance with the trends, tastes and needs of coffee in each locality depending on each country and region.”

In 2020, TNI King Coffee was recognized as the fastest growing global coffee brand in Vietnam’s food and beverage industry. “This is reflected in our growth – expanding our overseas market share up to 200, ” she says. “Particularly in the Russian market, our turnover reached 350 percent. These are very encouraging numbers amid the Covid volatility.”

“Coffee is the quintessence that stimulates the brain, promotes creativity and discovery, maintains alertness for high productivity,” explains Mrs Thao. “That is the same page of those who come to coffee, need coffee, and love coffee. Coffee also creates its own culture of enjoyment, a resonance for travel and connection. That’s where my customers are.”

In the near future, I will once again promote Vietnamese coffee in the international market to a higher level. With the goal, coffee will become a strategic commodity of Vietnam, promote alignment between Vietnamese brands in this sector. So that, we are truly a coffee great power of the world.