Nguyen Bich Chi - CEO & Co-Founder of Cup'n'Care shared information at the event "COFFEE MEET 2025 - Coffee Parallel: Telling the story of a land of fire".
Today (July 27), in a special space of Thang Long Imperial Citadel and on the meaningful occasion of War Invalids and Martyrs Day July 27, the event "COFFEE MEET 2025 - Coffee Parallel: Telling the story of a land of fire" is like a journey connecting the past and present through specialty coffee beans from Khe Sanh ( Quang Tri ).
Connecting past and present through Khe Sanh specialty coffee beans
In the land of fire Quang Tri, where bombs and bullets once destroyed every inch of land and every mountainside, today lush green coffee farms have been revived. This is the result of the hands, minds and steadfast hearts of farmers – especially the Bru Van Kieu people in Khe Sanh.
Enjoy coffee in a special space.
Nguyen Bich Chi - CEO & Co-Founder of Cup'n'Care said that today's event is not simply a display and tasting of specialty coffee, but also a deep gratitude to the previous generation.
The event is also an opportunity for coffee lovers and experts in the fields of agriculture , tourism and history to enjoy Khe Sanh specialty coffee grown in an organic and sustainable manner; participate in cupping (tasting) according to SCA international standards with experts; interact with young people who are "telling local stories" with Vietnamese brands; learn about the history of Quang Tri - the land of "witnesses" and "revival"...
Coffee lovers have the opportunity to enjoy Khe Sanh specialty coffee grown organically and sustainably.
"To create something special, you must choose a very special path."
A native of Hanoi , Nguyen Bich Chi traveled to Quang Tri to build her own organic coffee brand. From planting, harvesting to processing, drying and finally brewing, every step reflects her spirit, resilience and deep connection to this land.
"With the journey starting in 2019, we have accompanied Quang Tri farmers from the early days of land improvement, from the first small coffee gardens, and today, our products are present in the typical specialty coffee collections of the Pacific Rim along with the Southeast Asian Championship of Farm Madam Huong, or the honor of being in the top of Vietnamese coffee for many consecutive years of Pun Hill Coffee", said Bich Chi.
Choosing Huong Phung, Huong Hoa land in her journey to start a business with coffee trees is Nguyen Bich Chi's choice not to follow the majority.
The most delicious Arabica coffee is in Khe Sanh - Quang Tri.
According to Bich Chi in Vietnam, when talking about Vietnamese specialty coffee, people often think of Arabica coffee from Cau Dat in Lam Dong province or Arabica coffee from Son La grown at an ideal altitude of over 1,000 m, few people know that the most delicious Arabica coffee is in Khe Sanh - Quang Tri. On the other hand, compared to other coffee growing areas, farmers in Huong Phung and Huong Hoa have much more difficulties.
"So when I thought about starting to make coffee, I thought of Quang Tri. My thoughts at that time were not only to convince people to try organic farming methods so that my company could have clean coffee, but also to contribute a small part to help improve the lives of the people here," Bich Chi shared.
Cup'n'Care also opens non-profit coffee making classes for people.
Creating sustainable livelihoods for local communities
The goal of Bich Chi and Cup'n'Care is to position Khe Sanh coffee as a high-end specialty, especially bringing Khe Sanh coffee products to the international market as well as developing ancillary products; secondly, creating sustainable livelihoods for the local community; and finally, making Khe Sanh a green and sustainable tourist destination.
The experiential tourism model at organic coffee gardens is also a solution for farmers to earn more income. According to Bich Chi, the experience is not simply stopping by a house, drinking a few cups of coffee and then buying goods. Experiential tourism here is much more detailed, from buying insurance for tourists; accommodation services; experiencing coffee picking from the stage of bringing it to the yard to wash, scooping it out, fermenting it, drying it, stirring it on a sieve, grinding it, picking out errors, roasting the coffee yourself and packaging it to take home... That is truly sustainable experiential tourism. Customers who make their own coffee beans from scratch to the finished product will understand more about the value of the cup of coffee they drink every day.
Cup'n'Care also opens non-profit coffee processing instruction classes for farmers. In the class, in addition to sharing knowledge, experience and guiding farmers, Bich Chi also shares how Cup'n'Care has won coffee awards so that later on, farmers can confidently send their coffee to international competitions to prove the quality of Quang Tri coffee. As a result, Quang Tri won the Southeast Asia Liberica Championship in 2024 (Farm Madam Huong).
Khe Sanh is not only for growing coffee, but also for sowing the belief that from the land of fire, we can create 'golden grains' that bring Vietnamese flavors to the world.
As for Khe Sanh coffee, Bich Chi and Cup'n'Care apply a quarter of the Japanese model, first of all, the principle of product development: Respecting the identity of the growing area, strictly controlling the quality from input to the consumer, selling "cultural" values, not selling products. At the same time, Khe Sanh coffee must have the certification of "Khe Sanh Native Coffee" in the direction of organic, traceability, microbiological processing, specialty quality. There is a professional brand identity from packaging, logo, symbol of the land. Each bag of coffee comes with a "story"...
"I came to Khe Sanh not only to grow coffee, but to sow the belief that from the land of fire, we can create 'golden grains' that bring Vietnamese flavors to the world. Let's make Khe Sanh not only a historical site but also a symbol of local coffee, sustainable tourism and a Vietnam that knows how to tell stories with its own values," Bich Chi shared.
Diep Anh
Source: https://baochinhphu.vn/khe-sanh-quang-tri-noi-moi-hat-ca-phe-mang-trong-minh-linh-hon-cua-dat-va-nguoi-10225072714221581.htm
Comment (0)