Trần Nhật Quang

Pioneer of Vietnam's first farm-to-cup Arabica coffee model

Notable Quotes

“I believe that when you create the right value, the market will eventually need that value.”
Source: VietnamNet

“La Viet is simply Vietnamese.”
Source: Báo Pháp Luật Việt Nam

“There is no special coffee — only special people who make coffee with all their heart.”
Source: Đại Biểu Nhân Dân

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).