Vietnam Roasted coffee beans in UAE

Sometimes big ideas start with small conversations. For us, it was a coffee break in Dubai. One colleague mentioned her friends loved Vietnamese coffee, and Tobbi, the only Vietnamese in the group, had a spark: “I’m Vietnamese—why not bring real Vietnamese coffee here?”

That casual chat brewed into a dream. We spent months exploring every coffee shop in Dubai, diving into the world of coffee, and traveling back to Vietnam to meet farmers in the Central Highlands. We juggled full-time jobs while learning marketing, operations, and everything in between.

It wasn’t easy, but we shared one vision: to shake up the MENA coffee scene with the vibrant flavours and culture of Vietnam. Dubai taught us that when life hands you pressure, just stir in some condensed milk and make it sweet—and that’s exactly what we did.

To be honest, we didn’t have all the answers when we started. Buying and selling coffee was a mystery. But once we travelled to Vietnam and spoke directly with farmers, everything clicked. We learned how the market works and discovered the importance of direct trade.

It’s simple: genuine conversations build trust. That’s why we trust our partnered farmers. We’ve seen their dedication to coffee farming, understood their processing methods, and felt their love for the craft. It’s this connection that ensures the coffee we bring you is the absolute best.

By trading directly, we let their passion shine through in every cup. This isn’t just business—it’s a celebration of craftsmanship, a commitment to quality, and a mission to honour the hands behind the flavours. When you sip our coffee, you’re not just enjoying a brew—you’re experiencing a story, one that links you to the rich heritage of Vietnamese coffee culture.

What’s the difference between coffee, fine coffee, and speciality coffee? For us, it’s simple: everyone deserves to enjoy clean, quality coffee. That’s why we chose speciality coffee—but made it more accessible.

We take coffee seriously. Every bean in your cup is held to the highest speciality standards. From mindful cultivation to precise processing, our beans are carefully handpicked and graded to deliver an exceptional flavour experience. It’s coffee made with care, for moments that matter.

Starting a small business can be challenging, but luckily, Dubai is a city that embraces new ideas. We were lucky to find ROR, our roasting partner, who has been with us every step of the way. They’ve helped us shape our coffee profile just the way we imagined it, sharing tips and guidance along the way.

With their passion for getting every detail just right, they take our carefully sourced beans and turn them into something special. Their roasting skills bring out the best in each batch, making every cup a little moment of Vietnamese coffee magic.

It took us 10 months to get to our first soft launch, with plenty of pour decisions (pun intended—grab our Pour Decisions Tee!), and a rollercoaster of ups and downs along the way. But through it all, we've had one thing in mind: our strong confidence in the coffee we bring.

We truly believe that the Vietnamese coffee we're sharing with Dubai and the Middle East offers more than just a great brew, it offers an experience. With every sip, you’re not just tasting coffee; you’re connecting with the people, culture, and landscapes of Vietnam—the boldness that runs deep.

We’re excited to share our Vietnamese speciality collections with you, following the success of our house blends. Stay tuned for more!