David Thái
First overseas Vietnamese to start a private company in Hanoi — founder of Vietnam's largest coffee chain
Who is David Thái?
David Thai (Vietnamese name Thai Phi Diep, born 1972) is the founder of Highlands Coffee — Vietnam's largest coffee chain. Emigrating to the US in 1979, he returned to Vietnam in 1996 with nearly $1,000 and became the first Viet Kieu granted a private-enterprise license in Hanoi (1998). He famously turned down Starbucks' acquisition offer, saying "This is a Vietnamese brand, this is Vietnam," and was named Young Global Leader by the World Economic Forum in 2009.
Notable Quotes
“You can't do that. This is a Vietnamese brand, this is Vietnam.”
“I've never taken money out of Highlands. I earn money elsewhere and pour it all into Highlands. That's a real commitment.”
“My strategy is people — it's all about people. You can't succeed without everyone. You just can't.”
Advice
Go all-in on your venture
David has never taken dividends from Highlands, reinvesting 100% of profits. Personal commitment is the foundation of success.
People are strategy #1
Finding the right people and making them work together — that's the hard part. Coffee is easy, strategy is easy — people are hard.
Protect your brand identity
Even when a lucrative offer comes, the core values of a Vietnamese brand should never be for sale.
Key Highlights
- ✓First overseas Vietnamese to establish a private business in Hanoi (1998)
- ✓Rejected Starbucks' acquisition offer to protect Vietnamese brand identity
- ✓Young Global Leader — World Economic Forum (2009)
- ✓Has never withdrawn dividends — reinvests 100% of profits into Highlands
Biography
David Thái (Thái Phi Diệp) was born in 1972 in Vietnam and moved to the US in 1979. He grew up in Seattle and graduated in Business Administration from the University of Washington. In 1996, he returned to Vietnam with just $1,000. In 1998, he became the first overseas Vietnamese licensed to establish a private business in Hanoi. In 2002, the first two Highlands Coffee stores opened. When Starbucks offered to acquire the brand, he firmly refused: "You can't do that. This is a Vietnamese brand, this is Vietnam." In 2009, the World Economic Forum named him a Young Global Leader. Remarkably, he has never withdrawn dividends from Highlands — he earns money elsewhere and reinvests everything back into the company.
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Articles & Resources
Frequently Asked Questions
›Who is David Thai?
David Thai (Vietnamese name Thai Phi Diep, born 1972) is the founder of Highlands Coffee — Vietnam's largest coffee chain. He is the first Viet Kieu granted a private-enterprise license in Hanoi (1998), returning to Vietnam from the US with nearly $1,000.
›Who owns Highlands Coffee? Was it David Thai?
Highlands Coffee was founded by David Thai in 2002. It became the first Vietnamese coffee chain to reach nationwide scale. In 2011, Jollibee Foods Corporation (Philippines) bought 50% of Highlands, but David Thai remains its brand-strategy leader.
›Why did David Thai turn down Starbucks?
David Thai turned down Starbucks' acquisition offer with the famous line: "This is a Vietnamese brand, this is Vietnam." He believed the core value of a Vietnamese brand should not be sold no matter how large the offer.
›What awards has David Thai received?
In 2009, the World Economic Forum named David Thai a Young Global Leader — one of the most prestigious global recognitions for young leaders. He has also been honored in numerous Vietnamese entrepreneur rankings.
›What is David Thai's business philosophy?
He centers everything on people: "My strategy is people, it's all about people." He also has a distinctive personal commitment — he has never taken dividends from Highlands, earning income elsewhere and reinvesting everything back into the company.
Other Experts
Đặng Lê Nguyên Vũ
"Vietnam's Coffee King" — the man who brought Vietnamese coffee to 60+ countries
Nguyễn Hải Ninh
Serial entrepreneur — from Urban Station to The Coffee House, M Village, and Every Half
Ngô Nguyên Kha
CEO of The Coffee House — from Sony Ericsson Country Manager and Mobiistar founder to leading a major coffee chain
Trần Nhật Quang
Pioneer of Vietnam's first farm-to-cup Arabica coffee model
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