Phe Pha works with 8tour - The first cups of coffee for customers

Before Phe Pha became an independent coffee brand, it had a crucial moment when it teamed up with the 8tour travel experience chain. This partnership marked the first time Phe Pha coffee was served professionally to real customers, not just for internal testing or to friends. 

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The chance to collaborate came about naturally. While working as a barista for the experience tours, Duc made a strong impression with his serious work ethic, consistent brewing skills, and responsible attitude. Because of this, 8tour reached out to Phe Pha to provide coffee drinks for tourists at their store and tour locations. 

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The initial partnership was both stressful and valuable. Serving tourists is very different from serving friends or regular customers. It requires speed, accuracy, and consistent quality. There is no room for mistakes. Some tours demand brewing over 100 cold cups in a row, and the team often had to start preparing as early as 5 a.m. to serve groups on time. In return, Phe Pha learned many practical things about food and beverage operations, including how to improve the brewing process, standardize flavors, and manage customer feedback on the spot. 

More importantly, this was the first time the name "Phe Pha" was recognized as its own entity, rather than just "Duc pha ca phe." The brand began to take shape. Each cup of coffee sold became more than just a product; it was a chance for Phe Pha to connect with real customers and build a genuine reputation. 

Working with 8tour also helped Phe Pha understand its direction. Instead of rushing to open a shop, it focused on the fundamentals: product quality and customer experience. This realization led Phe Pha to shift towards developing roasted coffee beans as a foundation for its future shop opening.

"If you want to go far, you have to start from the first steps. For Phe Pha, 8tour is one of the most important steps."