Trần Nhật Quang
Pioneer of Vietnam's first farm-to-cup Arabica coffee model
Who is Trần Nhật Quang?
Tran Nhat Quang (born 1980) is the founder of La Viet Coffee — one of Vietnam's leading specialty Arabica coffee chains with 18 branches. A former lecturer at Da Lat University, he started in 2013, going against Vietnam's 90% robusta-dominated market by focusing on 100% Vietnamese Arabica from Da Lat smallholders. La Viet made Asia's Top 80 Coffee Shops 2025 and produces 200-300 tons/year, exporting to 6+ countries.
Notable Quotes
“I believe that when you create the right value, the market will eventually need that value.”
“La Viet is simply Vietnamese.”
“There is no special coffee — only special people who make coffee with all their heart.”
Advice
Stay true to the right values
For the first 5 years, we hardly sold anything. But I believed the market would eventually need quality products. Convincing customers took 10 years.
Never compromise your brand identity
We refused to import famous brands to sell alongside ours — "if we did that, the name La Viet would lose its meaning." 100% Vietnamese ingredients.
Invest in the farming community
Train techniques, lend equipment, organize annual "Best Coffee" competitions. When farmers get better value, the supply chain becomes naturally sustainable.
Key Highlights
- ✓Pioneered Vietnam's first "farm-to-cup" model in Da Lat (2013)
- ✓From 1 founder → 200+ staff, 18 locations, exporting to 6+ countries
- ✓Asia's Top 80 Coffee Shops (2025)
- ✓Purchases 200-300 tons of coffee annually from Da Lat farmers
Biography
Trần Nhật Quang (b. 1980) was a tourism lecturer at Da Lat University. In 2010, at 30, he joined an organic coffee project that failed in 2013. In August 2013, he founded La Viet Coffee in Da Lat — choosing Arabica when 90%+ of Vietnamese coffee was Robusta. After 10+ years: 200+ staff, 18 locations across Da Lat, HCMC, Hanoi, Quy Nhon, Nha Trang, and a US showroom. Nearly 1 million cups served annually. Named in Asia's Top 80 Coffee Shops (2025).
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Articles & Resources
Frequently Asked Questions
›Who is Tran Nhat Quang?
Tran Nhat Quang (born 1980) is the founder of La Viet Coffee — one of Vietnam's leading specialty Arabica coffee chains with 18 branches. He was a lecturer at Da Lat University before launching La Viet in 2013.
›What is special about La Viet Coffee?
La Viet Coffee focuses on 100% Vietnamese specialty Arabica sourced directly from Da Lat smallholders. It made Asia's Top 80 Coffee Shops in 2025, operates 18 branches, produces 200-300 tons/year and exports to 6+ countries.
›Why did Tran Nhat Quang choose Arabica over Robusta?
He went against the grain of Vietnam's 90%-robusta market to focus on specialty Arabica. After 5 patient years of low sales, when the market was ready for premium coffee, La Viet broke through and now exports to 6+ countries.
›Does La Viet Coffee export?
Yes. La Viet exports specialty Arabica to 6+ countries, pioneering the "farm-to-cup" model for Vietnamese specialty coffee on the international stage.
›Where does La Viet source its coffee?
La Viet sources directly from Arabica smallholder farms in Da Lat — the direct-partnership model helps control input quality and ensures fair prices for growers.
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