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Our Founder's Story

Our Founder's Story

Madame Le Hoang Diep Thao is a businesswoman and female general of the Vietnamese coffee industry. Currently, She is the founder and CEO of TNI King Coffee Co., Ltd.

Mme. Diep Thao is known as co-founder of Trung Nguyen Coffee Group, which she operated from 1996 to 2014. She established the G7 instant coffee product range for Trung Nguyen, bringing international success to the brand. Her strategies helped open the gateway for Trung Nguyen and G7 to the world.

In 2015, facing family issues, she decided to establish TNI King Coffee by herself to preserve the image and achievements of more than 20 years of building Trung Nguyen. This time marks her second coffee business startup.

Within less than five years under her leadership, the King Coffee brand has made rapid progress with a presence in more than 120 countries and territories around the world, including major markets such as the United States and South Korea, China, Singapore, Russia, Dubai, and more.

Currently, Mme. Diep Thao is implementing two significant community projects. The first is Women Can Do, which aims to support 100,000 women to start a business by 2025. The second project is Happy Farmers, with the aim of bringing a better life to coffee farmers in the Central Highlands.

Each of King Coffee’s products represents a sophisticated production process, inheriting nature’s essence and carrying stories of borderless passion.

Her greatest aspiration is to bring the Vietnamese coffee brand to the world and to be able to compete on a par with multinational corporations in the coffee industry. With her outstanding vision, strategy and execution, more and more consumers around the world love and choose Vietnamese coffee, contributing to enhancing the position of Vietnamese coffee on the world coffee map.

In 2020, for her contributions to society and the coffee industry, Ms. Le Hoang Diep Thao was awarded the “Most Admired CEO in Vietnam” award by Global Brands Magazine (UK) in the field of Food & Beverage. Also in 2020, she was elected to the position of Vice President of the Vietnam Coffee and Cocoa Association VICOFA.