Dubai, where it all began

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.

Directly trade with Vietnamese farmers

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.

Certified speciality quality

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.

Our Dubai roasting partners

Starting a small business can be challenging. We’ve been lucky to find ROR, Roasteria, and our roaster friends Andree and Paien, who have been with us every step of the way.

We had a pretty specific idea of how we wanted our coffee to taste, and with their facilities, experience, and patience, we were able to bring that idea to life. From testing different profiles to fine-tuning every batch, they’ve helped us turn our carefully sourced Vietnamese beans into the coffee we imagined.