Rooted in Heritage, Driven by Progress
Highlands Coffee’s story began with a mission to bring authentic Vietnamese coffee to the world. For more than two decades, it has become a cornerstone of Vietnam’s modern identity, representing the perfect blend of heritage and progress. From its first store in Hanoi to over 850 outlets today, Highlands Coffee has become a daily ritual for millions of customers. Its founder, David Thai, built the brand on the belief that great coffee begins with heart, and that business success must serve a higher purpose to connect people, foster community, and celebrate national pride. The opening of the Cao Nguyen Coffee Roasting Plant in 2023 marked a turning point for the company, introducing advanced technology that ensures quality, efficiency, and sustainability across every cup served.
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Building Excellence Through People and Innovation
Behind every Highlands Coffee experience is a team united by purpose. The company places people at the center of its success, investing in leadership training, digital systems, and career development to create a strong and inspired workforce. Its Store Operation Excellence Framework has improved efficiency and consistency across hundreds of outlets, while its ERP and EDP systems have modernized logistics and supply chain management. In 2024, Highlands Coffee achieved an employee engagement score of 4.5 out of 5, reflecting the strength of its workplace culture. Its recognition as a Best Workplace in Asia by Great Place to Work further underscores its reputation for nurturing talent and fostering collaboration. The company’s digital transformation, combined with its emphasis on human connection, ensures that Highlands Coffee remains not only a market leader but also a people-first organization that grows with integrity and passion.
Sustainability, Community, and Shared Purpose
Highlands Coffee’s philosophy, “Highlands Coffee is Ours,” captures the spirit of unity that defines its operations. Beyond its commercial achievements, the company is deeply involved in social and environmental causes that uplift communities and protect the planet. Through the Highlands Happiness Fund, it supports education, disaster relief, and local development, channeling more than 324 million VND into rebuilding communities and supporting underprivileged families. Its CSR partnerships continue to drive sustainable farming initiatives and youth development programs across Vietnam.
The brand’s impact extends to culture and creativity as well. Highlands Coffee has received multiple recognitions, including Best Social Media Campaign for PhinDi Pistachio, Grand Prize – Icon of the Community at the RIVIU Awards, and Most Favorite Brand at the ShopeeFood Summit 2024. These achievements reflect its ability to connect deeply with audiences through authentic storytelling and community engagement. As Highlands Coffee celebrates its 25th anniversary, it stands as a living testament to Vietnam’s entrepreneurial spirit, turning local passion into global inspiration while keeping its heart rooted in home.
