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HELLO 5 COFFEE – AWAKENING COFFEE, AWAKENING SOULS
Thank you for visiting Hello 5 Coffee. My name is Trần Tấn Thiện, and this is the story of how our brand began.
Hello 5 Coffee – Rooted in Integrity, Roasted with Soul
It All Begins with Kindness
Thank you for visiting Hello 5 Coffee Global. My name is Trần Tấn Thiện, and this is the story of how our brand began.
In the aftermath of Vietnam’s real estate crisis in 2009–2010, I found myself disoriented. For nearly a decade, I had built my life in the real estate industry — a career filled with joy, achievement, and routine. But when the market froze, I was forced to confront a harsh reality. At nearly 50 years old, I had no experience, no technical training, and no obvious path forward. What I had was a deep conviction: “Let’s return coffee to its true value.”
I traveled far and wide in search of clarity — visiting Starbucks headquarters in the U.S., Costa in Singapore, Tim Hortons in Canada, and then back to Vietnam, where I explored factories from Buôn Ma Thuột to Đà Lạt, Bình Dương to Hồ Chí Minh City. What I discovered shocked me. Much of what was marketed as “coffee” in Vietnam was a mixture of corn, soybeans, artificial flavorings, and cheap fillers. Despite being one of the world’s largest exporters of raw coffee, Vietnamese consumers had rarely tasted authentic, clean coffee. It was, to me, a source of sadness — and a call to action.
Friends, consultants, even mentors advised against entering this market. They said it was saturated, dominated by legacy giants, and impossible to penetrate. But I couldn’t ignore the truth: Vietnam deserved better.
So I started from scratch. I founded Hello 5 Coffee with a mission to produce pure, safe, honest coffee, rooted in integrity — no shortcuts, no compromises.
I built the company on five founding principles, inspired by Eastern philosophy:
- Integrity (Đạo) – Integrity, truthfulness in business
- Harmony (Thiên) – Timing and the social momentum toward clean food
- Sustainability (Địa) – Leveraging Vietnam’s rich land, one of the world’s five best coffee-growing zones
- Leadership (Tướng) – Visionary leadership and inner drive
- Compliance (Pháp) – Legal compliance and ethical responsibility
Today, Hello 5 Coffee Global is in its second chapter. After years of growth — with products on supermarket shelves, airports, and cafés across Vietnam, and exports to Japan, Europe, and the U.S. — I have stepped back and passed the torch to someone I deeply trust: Mr. Lê Anh Vinh, a dynamic, committed leader with the heart and vision to take Hello 5 Coffee further into the world.
Our Global Journey
Since 2012, Hello 5 Coffee has steadily grown into one of Vietnam’s most promising coffee brands. From a boutique café in Hanoi to a certified roasting plant in Bà Rịa – Vũng Tàu, our journey reflects a single guiding force: the pursuit of real, clean, soulful coffee.
Origins that Matter
Our coffee comes from Vietnam’s finest highlands:
- Cầu Đất, Lâm Đồng – cool-climate Arabica with floral and citrus tones
- Đắk Lắk & Đắk Nông – bold, honey-processed Robusta beans with smooth sweetness
- Selective Regions – premium Culi beans known for their unique richness
All beans are roasted in-house, at a facility certified by HACCP, HALAL, and COR (Kosher), ensuring full control over quality and consistency.
Vision
To become a globally respected Vietnamese coffee brand, celebrated for its craftsmanship, speed of service, and the emotional connection it fosters in every cup.
Mission
To serve authentic, high-quality Vietnamese coffee with integrity and innovation. We create products that respect tradition while meeting global expectations — promoting sustainable farming, fair sourcing, and honest flavor.
Sustainable Development
At Hello 5 Coffee Global, we don’t follow generic Fair Trade models. Instead, we embrace Direct Trade – purchasing directly from farmers without intermediaries. This allows us to pay 10–20% above market price, while building transparent, two-way partnerships focused on quality improvement.
Currently, we collaborate with over 300 farming households across Vietnam’s Central Highlands, supporting them in adopting natural, chemical-free cultivation practices and improving long-term yields. Beyond transactions, Hello 5 invests in technical training, shares market insights, and builds long-term relationships with growers.
Direct Trade is more than a trading method – it’s our ethical commitment to those who create the core value of our coffee: the farmers. We don’t need a Fair Trade label to prove this. The clean, traceable, and honest cup of coffee in your hand is all the evidence you need.
What Makes Hello 5 Coffee Global Different?
1. Integrity First
Our founder’s core belief remains central: no shortcuts, no false claims — just real coffee done right.
2. Sustainable, Traceable Origins
We work directly with farmers and cooperatives, supporting clean agriculture and traceability from farm to cup.
3. Certified Excellence
We hold international certifications (HACCP, HALAL, Kosher) to guarantee safety, hygiene, and trust.
4. Customization for Global Partners
Through our OEM/ODM services, we provide tailored blends, flexible packaging, and private-label programs for retailers and distributors worldwide.
Global Presence
We currently export and partner with distributors, retailers, and café chains in key international markets, including: Japan, South Korea, Germany, Taiwan, United Kingdom, United States,…
With each partnership, we bring not only beans — but a narrative of craftsmanship, harmony, and mindful consumption.
Services We Offer
Private Label (OEM/ODM)
Create your own brand with our high-quality coffee and customizable packaging.
Bulk Supply for Roasters & Retailers
Access roasted or green beans tailored to your desired profiles.
Coffee for Café Chains
We support cafés with specialty-grade blends, consistent quality, and training on preparation and brewing techniques.
At Hello 5 Coffee Global, we believe that a cup of coffee should be more than just a drink. It should be a moment of presence, a dialogue with nature, and a celebration of the human spirit.
Let us bring the richness of Vietnam to your shelves, your cafés, and your customers — one soulful cup at a time.