When I was a child, I was quite stubborn and naughty. I did not follow the path that most people chose. Instead of going to college, I chose graphics to start with. Because in my mind, graphics was something cool, abstract, and it could portray part of my personality through each graphical product.
Like the kids trying to behave as adults, I started to get interested in coffee. At that time, sidewalk coffee – the kind of coffee that was mixed with butter and soy – became a lifestyle, a habit difficult to get rid of of the majority of Vietnamese. And I, a young boy, just loved black coffee served with ice and without sugar!
Once my foreign friends after working with me on the blueprints shared about how Westerners drank coffee. Americano – a type of coffee drink prepared by diluting a shot of espresso with water in an Italian coffee maker, with no additives added – was a favorite drink of many people around the world.
My first impression when taking Americano was “bland”, but it was the aroma of passion, seduction and the gentle taste that kept people fascinated. In the end, far beyond my comfort zone, I began to take my first steps on the new land where Specialty coffee was waiting for me to discover. On and on, coffee came to me as if it was born for me though I knew this way would be not easy, even it would be difficult and arduous.
In 2012, I started my passion with a trolley selling coffee on the street. All what I had were an old coffee maker, some simple brewing tools, and the knowledge I got from books, friends and foreign visitors. At that time, Vietnamese coffee beans were not popular and widely-recognized, therefore I almost used foreign coffee beans.
After a period of selling coffee, the city rules “intervened” in all the trade on the street. 11 Coffee House was born since then. I still remember the first batch of failed roasted coffee when the coffee was seriously burned… and countless failures for a variety of reasons. But the desire for self-roasted coffee beans for friends to enjoy, for a farm of clean coffee trees in cooperation with Vietnamese farmers and the dream of Vietnamese coffee beans that were recognized on domestic and international market urged in me everyday, smolderingly, persistently and flamingly. Contacting with peasants in Dalat, I worked with them and made gardens of qualified clean coffee trees. Every year, without missing a single coffee workshop in Dalat, I tried to put the learned knowledge into coffee gardens, how to care, harvest and process coffee beans. Da Lat was really an ideal place to grow coffee; nevertheless, from the bottom of my heart, I wanted to grow coffee in Hoi An where my passion started.
In 2018, together with my confidence in the firmness of my experience, Fefe Company was born as a beginning of a new journey to conquere the coffee desire.
And the journey has just started…
Năm 2018, khi đã có đủ sự vững chải bằng những trải nghiệm của bản thân. Fefe Company ra đời để bắt đầu cho hành trình chinh phục những khát khao về cà phê.
Cuộc hành trình ấy bây giờ mới chỉ là bắt đầu…
When I was a child, I was quite stubborn and naughty. I did not follow the path that most people chose. Instead of going to college, I chose graphics to start with. Because in my mind, graphics was something cool, abstract, and it could portray part of my personality through each graphical product.
Like the kids trying to behave as adults, I started to get interested in coffee. At that time, sidewalk coffee – the kind of coffee that was mixed with butter and soy – became a lifestyle, a habit difficult to get rid of of the majority of Vietnamese. And I, a young boy, just loved black coffee served with ice and without sugar!
Once my foreign friends after working with me on the blueprints shared about how Westerners drank coffee. Americano – a type of coffee drink prepared by diluting a shot of espresso with water in an Italian coffee maker, with no additives added – was a favorite drink of many people around the world.
My first impression when taking Americano was “bland”, but it was the aroma of passion, seduction and the gentle taste that kept people fascinated. In the end, far beyond my comfort zone, I began to take my first steps on the new land where Specialty coffee was waiting for me to discover. On and on, coffee came to me as if it was born for me though I knew this way would be not easy, even it would be difficult and arduous.
In 2012, I started my passion with a trolley selling coffee on the street. All what I had were an old coffee maker, some simple brewing tools, and the knowledge I got from books, friends and foreign visitors. At that time, Vietnamese coffee beans were not popular and widely-recognized, therefore I almost used foreign coffee beans.
After a period of selling coffee, the city rules “intervened” in all the trade on the street. 11 Coffee House was born since then. I still remember the first batch of failed roasted coffee when the coffee was seriously burned… and countless failures for a variety of reasons. But the desire for self-roasted coffee beans for friends to enjoy, for a farm of clean coffee trees in cooperation with Vietnamese farmers and the dream of Vietnamese coffee beans that were recognized on domestic and international market urged in me everyday, smolderingly, persistently and flamingly. Contacting with peasants in Dalat, I worked with them and made gardens of qualified clean coffee trees. Every year, without missing a single coffee workshop in Dalat, I tried to put the learned knowledge into coffee gardens, how to care, harvest and process coffee beans. Da Lat was really an ideal place to grow coffee; nevertheless, from the bottom of my heart, I wanted to grow coffee in Hoi An where my passion started.
In 2018, together with my confidence in the firmness of my experience, Fefe Company was born as a beginning of a new journey to conquere the coffee desire.
And the journey has just started…