Sip the Flavor
Born in March 2024. Based in Hanoi. Phê Pha is a student-led coffee project specializing in freshly roasted beans.
We don’t just sell coffee - We share energy, passion, and a mindset of doing things with heart.
From selected beans to careful roasting, every bag delivers honest flavor and youthful spirit.
Phê Pha - Energy you can taste.
ABOUT US
Born in 2008 in Hanoi, Do Minh Duc is a high school student and the founder of the Phe Pha coffee project. Duc began his coffee journey in the summer of 2022 when he worked as a barista for 8tour. There, he met guests from around the world. During this time, Duc learned brewing skills and developed his service mindset. He gained insights into both Vietnamese and international coffee culture.
Duc aims for carefulness and true value. He chose to focus his business on high-quality roasted coffee beans, emphasizing transparency, kindness, and customer experience. He believes a good product does not need to be flashy. It simply needs to be made with care and responsibility.
With Phe Pha, Duc does not chase loud success. He opts to build a sustainable brand from the ground up, step by step. This includes learning about the product, understanding the roasting process, selecting Arabica and Robusta varieties, and collaborating with young roasters in the country.
“Phe Pha is not just about coffee. It is a journey of doing what you believe is right, even if you start from a very small place,” Duc says.
Do Minh Duc
Founder
NEWS
Journey Story, From Beans to Dreams
Phe Pha's journey began not in a coffee shop, but with a curiosity about the first coffee bean.
In 2022, when he joined 8tour as a barista, Minh Duc realized that the world of coffee was much bigger than the familiar coffee machine or latte cup. He became fascinated by the stories behind each type of bean, where they were grown, how they were processed, roasted, and preserved, and how each extraction method revealed a different flavor. Duc spent months studying Arabica and Robusta classifications, growing regions, and roasting profiles. He even bought a mini roaster to experiment at home.
Not waiting for the right moment to start, in early 2024, Duc decided to sell roasted coffee beans to friends and a small online community. This helped him test product quality and gain trust with customers. His first orders were only a few hundred grams, but it was an important step in understanding the market, operations, packaging, product positioning, and branding.
What started as a personal project has gradually developed into a small but serious coffee brand, guided by the philosophy: "Doing it right from the first bean."
We chose to focus on coffee beans because we believe that to successfully open a coffee shop in the future, we must first master the quality from the source. Coffee beans are the essence of the product. That’s why Phe Pha started with roasting before working toward opening our first store in the coming years.
CONTACT US
Phone: (+84) 862 642 293
Mail: minhduc.do0813@gmail.com
Address: Hanoi, Vietnam
