In this episode, I speak to Ms. LE HOANG DIEP THAO, Founder and the CEO for TNI Company (King Coffee) which is headquartered in Vietnam and Trung Nguyen Instant Coffee JSC

In 2020, the TNI King Coffee international market is expanded from 60 countries to more than 120 countries and territories. Revenue and market share increased by 200%, the Russian market alone grew by up to 350% despite the on-going global pandemic.

Her talk focuses on the history of the Vietnamese coffee culture, and how her company turns national values into a core branding strategy to win the domestic market and to expand its global foundation.

A prestigious London based publication, Global Brands Magazine (GBM) awarded her with the title of “Most Admired CEO – Food & Beverage Industry in Vietnam” for the year 2020.

Ms. Thao and I talk about:

Her background and journey to founding King Coffee

Introduction of King Coffee and its business model.

How she differentiate King Coffee against others in the markets

What are the biggest challenges in scaling her business and taking it to the next level?

Her interest in Social impact and contribute to solving the social problem in Vietnam:

The background of TNI coffee (King coffee) sponsoring the National Soccer team

The next step and her vision with King Coffee?

The nicest person she has ever met in her life; her mother.