Lê Hoàng Diệp Thảo
"Queen of Coffee" — CEO of King Coffee, bringing Vietnamese coffee to 120+ countries
Notable Quotes
“Coffee has always brought me endless joy, creativity and passion.”
“Go out to see the opportunities and take action. It is your achievements that create your reputation, not your speeches.”
“Why, while the price of a cup of coffee abroad is 5 dollars, in our country farmers can only sell coffee beans for 5 cents per kg?”
“I am like a mother with three children: Trung Nguyên, G7, and King Coffee. I do not want them to compete — I want them all to succeed together.”
Advice
The "reverse" strategy
Enter international markets first to build world-class credibility, then return to dominate the domestic market with brand advantage.
Actions build reputation, not words
Don't just talk about your plans — execute and let results speak for you.
Build the value chain from the farmer
The true value of Vietnamese coffee lies with the growers. Supporting farmers is supporting yourself.
Key Highlights
- ✓Co-founded Trung Nguyên Group, directly managed operations 1998-2014
- ✓Founded King Coffee (2015) — exported to 120+ countries
- ✓"Most Admired CEO in Vietnam" (F&B) — Global Brands Magazine (2020)
- ✓Launched "Women Can Do" supporting 100,000 women entrepreneurs
Biography
Lê Hoàng Diệp Thảo was born in 1973 in Gia Lai. Together with ex-husband Đặng Lê Nguyên Vũ, she co-founded Trung Nguyên Group and directly managed operations from 1998-2014, playing a key role in bringing the G7 brand to international markets. In 2015, she founded TNI King Coffee with a "reverse" strategy — entering international markets first to build credibility, then returning to dominate domestically. Within just 1 year, the distribution network covered all 63 provinces. Today, King Coffee is present in over 120 countries. She received the "Most Admired CEO in Vietnam" award (Global Brands Magazine, 2020) and was the first Vietnamese speaker at the Allegra World Coffee Portal CEO Forum. She launched the "Women Can Do" project supporting 100,000 women entrepreneurs.
Apply this to your shop right now
Enter your specific numbers (capital, expected revenue, costs) → know if your shop is viable in 5 minutes. Free, no signup.
Articles & Resources
Frequently Asked Questions
›When was Lê Hoàng Diệp Thảo born?
Lê Hoàng Diệp Thảo was born in 1973 in Gia Lai, Vietnam. She graduated in 1994 and began her career at the Gia Lai postal service before co-founding Trung Nguyên with her ex-husband Đặng Lê Nguyên Vũ in 1996.
›Who owns King Coffee?
King Coffee is owned by Lê Hoàng Diệp Thảo, who founded it in 2016 and serves as Chairman and CEO of TNI King Coffee. She previously co-founded Trung Nguyên Group and was the operational leader who launched G7 instant coffee globally.
›How many countries does King Coffee operate in?
King Coffee is present in over 120 countries today. Lê Hoàng Diệp Thảo used a "reverse" strategy — launching in the US in October 2016, then returning to Vietnam in July 2017 to build a 63-province network within just one year.
›What was her role at Trung Nguyên?
She directly managed operations at Trung Nguyên Group from 1998-2014 as Vice General Director, leading the international expansion of G7 instant coffee from 2001. She left Trung Nguyên in 2015 to found King Coffee.
›What awards has she received?
She received "Most Admired CEO in Vietnam" (Global Brands Magazine, 2020, F&B sector), Top 12 Strong National Brands 2025, and Top 10 Southeast Asia Coffee Companies. She was also the first Vietnamese speaker at the Allegra World Coffee Portal CEO Forum.
Other Experts
Trương Nguyễn Thiên Kim
"The quiet F&B powerhouse" — the woman behind the billion-dollar empire of Katinat, Phê La, D1 Concepts
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
Found this useful? Share with friends!
Help more F&B owners discover this free tool.