Coffee grows from rock, and branding grows from villages

The mountainous province of Dien Bien, where Hmong and Thai villages are nestled among vast forests, has long been the cradle of Arabica coffee cultivation in northern Vietnam. With its cool climate, basaltic soil mixed with gravel, and an average elevation of over 1,200 meters, the province offers ideal conditions for producing coffee beans with the distinctively bold and mildly acidic flavor of the northwestern mountainous region.

Coffee, if left as nothing more than raw beans, will always remain unrefined. But thanks to the efforts by Hong Ky International Coffee Joint Stock Company, Dien Bien's coffee has made its ways from the mountains to markets worldwide.

Launched in 1990, what sets Hong Ky apart is not just the quality of coffee products, but the way the company has built its brand from the villages of ethnic minority communities who live with, cultivate, and care for the coffee trees as an integral part of their lives.

The mountainous province of Dien Bien, where Hmong and Thai villages are nestled among vast forests, has long been the cradle of Arabica coffee cultivation in northern Vietnam. Photo: Hong Ky

Rather than simply buying from local farmers, the Hong Ky International Coffee Joint Stock Company works alongside them. From planting and care to harvesting and processing, Hmong and Thai households in Muong Ang and Tuan Giao districts of Dien Bien have received proper training in techniques, plot documentation, and traceability. More than just a transfer of knowledge, this it is a transfer of trust, gradually empowering ethnic communities to become key stakeholders in the specialty coffee value chain.

In its brand-building journey, the Hong Ky International Coffee Joint Stock Company has remained committed to a sustainable path rooted in local identity and values. Each product carries the spirit of the mountains and forests: simple packaging adorned with brocade patterns, and a description that highlights the origin: Chieng Sinh Village in Quai Cang Commune, like a humble yet proud introduction from the local ethnic people.

Beyond the domestic market, Hong Ky International Coffee HK13 has been certified as a 3-star OCOP (One Commune, One Product) product of Dien Bien Province and appeared at international trade fairs, entered premium e-commerce platforms, and become a high-end tourism gift. Coffee from ethnic minority farmers is now more than a beverage. It is a cultural ambassador, a story told in Vietnamese, English, Japanese, and more.

Hong Ky International Coffee HK13 has been certified as a 3-star OCOP. Photo: Hong Ky

Accompanying local communities to ensure no one is left behind

What’s admirable is that Hong Ky Coffee did not choose the easy path of buying raw beans and processing them elsewhere. Instead, the company invested in local pre-processing facilities and roasting workshops, prioritizing the hiring of ethnic minority women. This approach not only creates jobs but also enables locals to engage with processing technologies and expand their skill sets.

The company’s technicians are present in the fields during every harvest, checking the ripeness of the cherries and guiding farmers in proper picking techniques to preserve the coffee’s optimal flavor. Their support goes beyond helping farmers sell their produce, by helping them truly understand the value of what they produce, fostering genuine, sustainable development.

Looking ahead, Nguyen Quoc Te, General Director of the Hong Ky International Coffee Joint Stock Company, shared, “In the near future, we will collaborate with cooperatives to build a high-quality raw coffee processing model. In addition to cultivating techniques and technology upgrades, I believe that Dien Bien Province’s advantages in climate, soil, and elevation will enable us to establish a premium raw material zone in the locality. Coffee products of this Northwestern mountainous province can absolutely meet the standards of even the most demanding export markets.”

This statement reflects a long-term vision of the company: To not only works closely with ethnic minority farmers, but also brings their coffee to foreign markets such as Japan, Europe, and the US. This can be achieved not through aggressive marketing campaigns, but through consistent quality and real stories rooted in the lands where these communities live and cultivate.

To ensure that brands like Hong Ky are not alone on their journey to market recognition, strong support is needed from regulatory bodies, especially the Ministry of Industry and Trade and Dien Bien's Departments of Industry and Trade. According to Nguyen Van Dung, Deputy Director of the Department, the local government will continue trade promotion efforts, organize fairs, advertise OCOP products, and enhance linkages with major distribution networks both within and outside the province to boost the sale of ethnic minority agricultural products.

The Hong Ky International Coffee Joint Stock Company does not seek to change the people, but gives them the tools to change their own lives. Photo: Hong Ky

In particular, the province will effectively implement national and local industry promotion programs, prioritizing support for using advanced equipment and modern technologies in deep processing, especially for ethnic minority specialty products. This will help increase value, productivity, quality, and competitiveness, meeting both domestic and export demands.

If integrated into national key programs, Dung believes that coffee grown by ethnic minority communities can be more than a highland crop. The product can represent Vietnamese identity on the global branding map, with ethnic communities as its core.

By integrating trade, tourism, and agriculture, Dung hopes to enhance competitiveness and add value to Dien Bien's coffee, while promoting the image of ethnic minorities not just as farmers, but as brand builders.