At 17, most people focus on studying or planning for the future. I did too, but I found my passion in a coffee bean. The journey of Phe Pha started with a small curiosity and grew into a path I was ready to take seriously.

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In the summer of 2022, I joined 8tour focused on brewing. It was my first real exposure to coffee—not just for enjoyment but also as a labor of love. Each cup represents many efforts: farmers grow the beans, roasters develop the aroma, and baristas manage the extraction. I began to wonder, what makes a truly delicious cup of coffee? The answer took me back to the source—the coffee bean.

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I bought my first batches of green coffee from Son La and Lam Dong, along with a 500-gram mini roaster to practice roasting at home. My initial attempts all failed: the beans burned, smoke overpowered the aroma, and the roasting was uneven. However, instead of feeling discouraged, I wanted to learn more. What is the right temperature? What is first crack? How do I preserve the beans' natural sweetness? After nearly two months of roasting and studying videos, foreign documents, and suggestions from roasters, I slowly grasped that roasting coffee requires patience and respect for the ingredients.

 

In early 2024, I decided to sell my first 2kg of roasted beans. I didn’t view it as a business but as a way to assess my progress. I packaged, labeled, and delivered the coffee myself. My first customers weren’t strangers; they were people who had enjoyed the coffee I brewed during my tours. I simply said, "These are beans I roasted myself. If they are good, support me. If not, please give me feedback so I can improve." I didn’t use any ads or tricks—just honesty. And that approach worked. I received my first feedback: “Natural, easy to drink,” “Clean aromatic coffee,” and “Has an aftertaste, should continue to develop.” Those comments not only motivated me but also showed that good products can indeed speak for themselves.

 

I named the project Phe Pha. The name sounds modern and youthful, reflecting our mission of creating products with positive energy that are genuinely high quality. I didn’t rush to open a shop because I knew that without a solid product foundation, everything else would eventually fail. I chose to start with the beans—the most essential part of making good coffee. For me, starting a business isn’t about jumping into something big right away. It's about taking small but steady steps and not giving up when challenges arise.

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The next steps for Phe Pha focus on quality. I am developing more roasting profiles for different brewing methods, working with local coffee farms to ensure clear origins, and building a youthful yet serious coffee brand. Yes, I have a big dream—one day Phe Pha will have its first store—but I want that to happen naturally and authentically.

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The first 2kg of beans don’t create a brand, but they are enough to start a journey. I’m grateful to everyone who believed in me, provided feedback, and supported Phe Pha in its early stages. This journey is still ongoing, and I believe this is just the beginning.