báo cà phê—Since the first coffee beans took root in Vietnam, this plant has quickly grown beyond the role of an agricultural product to become a defining feature of the nation’s life, culture, and economy. Through many historical stages, coffee has been closely intertwined with daily life while also helping Vietnam rise to become a coffee powerhouse—ranking second in the world for production and the number one global supplier of Robusta. In this journey, Robusta—grown largely in the Central Highlands—has become a symbol of the strength of Vietnamese agriculture.
Today, as the world increasingly values sustainability and seeks unique experiences, Vietnamese coffee is no longer confined to being just a “source of raw materials.” It is transforming to assert its own identity. This is the context in which L’amant Café – A Product of Vĩnh Hiệp Gia Lai was born. The brand was built not only to elevate Robusta but also to tell the cultural story of a nation, with the aspiration of turning Vietnamese coffee into global heritage.
L’amant Café is positioned as a “cultural ambassador”—a meeting point between tradition and modernity. While the image of the phin filter is tied to the familiar memories of many generations, L’amant has breathed new life into it: clean standards, sustainable processes, professional packaging, and a global language. A cup of L’amant coffee, therefore, is not just a drink—it is a story of basalt soil, of Gia Lai farmers devoted to their land for life, and of efforts to create a transparent supply chain so that Vietnamese coffee can confidently stand alongside any product in the world.
What makes L’amant distinctive is its approach to bringing out the intrinsic value of Vietnamese Robusta in its purest form. For a long time, Robusta had been considered “mass coffee.” Yet, under the craftsmanship of Vĩnh Hiệp, Gia Lai’s Robusta has reached a new standard—Fine Robusta—with high quality, rich flavors, and international recognition. This marks not only a product transformation but also a turning point in how the world views Vietnamese coffee amid the third coffee wave: not only abundant in volume, but refined enough to enter the premium segment.
L’amant Café also reflects strong commitments to ESG—environmental, social, and governance values. Beyond business goals, the brand emphasizes community responsibility: developing organic farming areas, reducing carbon emissions, preserving biodiversity, and improving farmers’ livelihoods. This is the foundation for L’amant to affirm itself not just as a commercial brand, but as part of Vietnam’s sustainable development journey.
On the international stage, L’amant Café’s presence at major fairs and exhibitions has created a distinctive mark. The booth named “Vietnamese’s Heartbeat” became a space to retell the story of Vĩnh Hiệp’s journey from zero to number one in Robusta exports. That image represents not only a business but also the spirit of an entire nation: resilient, creative, and determined to assert itself on the global market.
From Gia Lai, Robusta beans now reach many countries, carrying the message: Vietnamese coffee is not just for drinking—it is for pride. L’amant Café embodies this aspiration—the aspiration to build a national brand in an industry with global influence.
In a world that increasingly values sustainability and cultural identity, the rise of L’amant Café proves that Vietnam is no longer just a supplier of raw agricultural products, but is creating added value closely tied to health, culture, and national identity.
Holding a cup of L’amant coffee, one not only tastes the flavors of the sun and wind of basalt soil but also touches a part of Vietnam’s soul—a country shining brightly on the global coffee map.
