Phe Pha opens coffee for the first time to regular customers
Rather than launching with a big campaign or advertisements, Phe Pha began its business journey in a straightforward way. It started by selling the first cups of coffee to those who supported Duc—friends, acquaintances, and former customers from his days as a barista during summer tours.
At that time, there was no brand, logo, or fan page. There was just a folding table, a few basic brewing tools, and the drive to make good coffee. Duc, the founder of Phe Pha, chose the ingredients himself. He researched the cold brew recipe, prepared the ice, cups, stickers, and bags, and even handled shipping. Many asked, "Why not wait until you have everything before starting?" Duc simply said, "Waiting until you have enough is never enough."
The first trial sale was simple but full of emotion. Customers came not only for the coffee but also to support a young person willing to take a chance. Some bought one cup, while others bought five to ten cups to share with friends. That wasn’t just revenue; it was trust.
The initial feedback helped Phe Pha improve the product every day. Customers wanted less sweetness, a stronger coffee flavor, a moderate amount of ice, and tighter lids for easy transport to school. No opinion was overlooked. Each piece of feedback became crucial to perfecting the product. From those small trial sales, Phe Pha gradually developed its philosophy: Do it for real, listen for real, and improve for real.
The first sale wasn’t about profit; it was about testing the product. This helped Phe Pha understand what young Vietnamese customers preferred: coffee that was easy to drink—not too strong—keeping them alert but still smooth enough for daily enjoyment. Following this experience, Phe Pha began to think about more serious aspects like developing the menu, defining core products, and moving towards a more organized business.
"Every journey needs a starting point. For us, it all starts with the first people who believe in us," Minh Duc, founder of Phe Pha, said.