Vietnam’s coffee “female general” who has just been voted as the Vietnamese Entrepreneur of the Year by the UAE Magazine in 2022 – Ms. Le Hoang Diep Thao – a name familiar to many lovers and business people in the field coffee sector. Overcoming the crises in life and the market, that woman has led her King Coffee brand into the brand with the largest export market share in the country and is still diligently continuing the mission of bringing Vietnamese coffee to the world. Nam reaches out to the world.
Coffee both a career and a motivation to rise
First time in public at a talk called Back & Bounce (Back & Great), Ms. Le Hoang Diep Thao shared about the basic rights of women: “With dedication, sacrifices, childbirth and child rearing, women always need to be respected. The law should be protected so as not to be further disadvantaged, especially for female entrepreneurs who have started a business with their husbands and built a fortune, the law needs to be fair. building dreams and realizing their aspirations, husband and wife respect each other and maintain the family”.
About the reason for coming back, she shared that the mission for the coffee industry is the driving force behind her: “I’m sure this new brand (King Coffee) will be greater and very worthy to be a Vietnamese brand with a truly global stature!”. She also said that King Coffee was established during a very difficult time, but some of her partners encouraged and encouraged her to keep doing it, thanks to which she launched her own new brand full of enthusiasm. me.
In addition, she also shared about the arduous journey to regain justice for Vietnam’s Robusta coffee, whose recent achievement is a World Record for Vietnamese coffee and Vietnamese coffee culture. Male. She said: “In the total world coffee industry, Robusta accounts for 46%, the trade value of the whole market is 467 billion USD (in 2020). The huge advantage of Vietnam requires us to take it seriously and correct our mistakes in order to promote. Right on the day of receiving this record certificate, I think this is a historic moment, because Vietnamese coffee has been officially confirmed and honored!”
Through many ups and downs since its founding, Mrs. Diep Thao has realized that coffee is not only her career, work, and passion, but it is also a driving force to motivate and encourage her. overcome the storms of life. Building a successful brand, with a lot of her blood and love, she also spread the spirit of rising, dynamism, confidence to master life for millions of Vietnamese women.
King Coffee’s success today is just the beginning. The brightest and most beautiful things still lie ahead and are waiting for the participation of the young generation. But starting a business is a very serious and long-term thing, you should not have a short vision that the next 5 years have something good to do. What you need to do is determine some core competencies and our ability to go long with that profession or not!
Vietnamese brands confidently welcome and integrate
Building a brand and affirming the quality of the product is difficult, but maintaining and developing in the face of market trends and global development trends is even harder. Therefore, Mrs. Diep Thao was not afraid to “commit”, always looking for new things and steadfast in her goal of bringing King Coffee beyond the borders of the territory.
Sharing her changes in activities, Ms. Thao gave many lessons to young people such as digital transformation, super app that will help businesses when entering the digital era. , using the Singapore Dubai portal to help businesses reach the world faster and stronger. If businesses target customers in the Middle East, they should use their language (Arabic). “Go out and see the opportunities and take action,” she said. It is your achievements that create your reputation and credibility, not your speeches or quotes.”
In the period of 2021 – 2022, despite many difficulties due to the Covid-19 pandemic, the King Coffee brand still made a deep impression in the Middle East market in general and the UAE market in particular through cooperative activities. trade and culture. During 6 months (October 1, 2021 – March 31, 2022), King Coffee was the only brand selected to represent the coffee industry and coffee culture in Vietnam at the World Expo 2020 EXPO Dubai – the event to be compared. on par with “World Cup” or “Olympic” for global entrepreneurs, held every 5 years and with a history of more than 170 years.
Also during this period, even when the situation of the Covid-19 epidemic was still complicated in our country, in November 2021, Ms. Diep Thao had a business trip to Dubai to open up international development opportunities for coffee. Coffee and Vietnamese agricultural products through the Dubai gate. Ms. Diep Thao opened an office of King Coffee in Dubai and surveyed locations to open the first King Coffee shop in this market. Up to now, TNI King Coffee DMCC has an office at Almas Tower, Jumeirah Lakes Tower – Dubai, UAE, opening up many trading opportunities with partners from all over the world.
For many businesses in the world, the Middle East is a particularly “fastidious” market in terms of taste and law, because imported products are only selected when having Halal certificate (which is a product products that Muslims are allowed to eat, drink, or use and Muslims only use Halal products). To enter this market, King Coffee has achieved international standards for food, including Halal certification.
Sharing when receiving the Vietnam Entrepreneur of the Year award in 2022 voted by the UAE Magazine, Ms. Diep Thao said that the Vietnamese brand is a valuable asset that she wants to leave to the next generation. Therefore, since the 2000s, Ms. Diep Thao has had many share activities on brand issues; what to do to build a generation of Vietnamese brands; aspiration to have a brand of Vietnamese reaching out to the world.