May 27, 2024

Global coffee entrepreneur releases Vietnam’s first major inspirational biography for business book readers

 Global coffee entrepreneur releases Vietnam’s first major inspirational biography for business book readers

Date: Dubai, UAE; December 29, 2021

Today Madame Le Hoang Diep Thao, founder, and CEO of global brand King Coffee and co-founder of Vietnam’s Trung Nguyen Coffee and G7 has soft-launched her new book The Queen of King Coffee at Expo 2020 Dubai.

The book, released in Dubai to mark the Vietnamese coffee industry’s increasing ties with the Middle East, is the first major business autobiography of a Vietnamese entrepreneur ever released in English or Vietnamese.

As the first volume to share detailed management lessons and explore the life history of a Vietnamese business leader, it offers readers around the world insights into Vietnam’s coffee industry, lessons in building a business, and paints a picture of post-war Vietnamese culture against the backdrop of the global coffee trade. Moreover, the book will engage readers’ curiosity to try the taste of Vietnam’s robusta coffee.

“I believe that it is now time for Vietnam to affirm coffee as an important strategic economic industry for our country and to consider how our coffee should be branded and promoted as proudly Vietnamese,” said Madame Diep Thao in her speech, noting that most international coffee drinkers are unaware they are consuming Vietnamese produce despite its predominance on the global market.

The entrepreneur is known for her advocacy of the quality of Vietnamese robusta and her efforts to “change the game” in the international coffee industry where robusta coffee dominates global trade despite a pervading focus on arabica beans amongst consumers of speciality coffee. As vice president of Vietnam’s coffee & cocoa association VICOFA, Mme. Diep Thao has dedicated herself to encouraging broader international awareness of the rich flavours of robusta.

 “As the builder of the two most successful coffee companies in the history of Vietnam’s coffee and with great aspirations to affirm the position of Vietnam’s robusta coffee, Madame Le Hoang Diep Thao has an extraordinary story that has the potential to move, inspire and fascinate readers from all over the world,” observed The Queen of King Coffee’s executive editor Michael Arnold, whose agency Metro Writers produced the book in Vietnam. “The book opens her business journey, lays the foundations for revolutionary change in the coffee industry, and crowns her business the ‘king of coffee’, telling the story of the rise of a number one brand grown from a rural late-90s coffee stall to become a global empire exporting delicious Vietnamese robusta to more than 120 countries around the world.”

“The Queen of King Coffee shares Madame Diep Thao’s real-world management and business experiences as the founder and chief executive of King Coffee, an inspiration for all women and young entrepreneurs who dream of business success,” he added.

“I’ve written this book to be the first comprehensive business manual of a Vietnamese businesswoman,” said Mme. Diep Thao during her presentation. “Through this book, you will learn from my more than 25 years of management experiences why Vietnam produces more female CEOs than any other country in the region. In these pages, I also reveal my business management strategies and principles, share examples, and explain all the important decisions that have brought me success and strengthened my resolve.”

A prodigious contributor to the local coffee industry, Madame Diep Thao’s work helped to secure a World Records Union for Vietnam’s robusta coffee beans and culture and has brought industry 4.0 technology to local coffee farmers, ready to propel Vietnamese coffee production into the metaverse.

The publication is soft-launching with an English version of the book now available on Amazon’s global e-commerce store. Mme. Diep Thao signed an MOU with local firm Kuttab Publishing during the ceremony to release the book in Arabic in the coming year.

The Queen of King Coffee is available on Amazon at

Madame Le Hoang Diep Thao is a businesswoman and female general of the Vietnamese coffee industry. Currently, She is the founder and general director of TNI King Coffee Co., Ltd. and is known as co-founder of Trung Nguyen Coffee Group, which she operated from 1996 to 2014. She pioneered Trung Nguyen’s instant coffee business, developing and marketing the firm’s G7 brand. Her global-facing strategies helped open the gate for Trung Nguyen to export its coffee to the world, winning international popularity for G7 in many key markets.

In 2015, following a family issue, she decided to establish TNI King Coffee independently to preserve the image and strengths of more than 20 years of building Trung Nguyen. Less than five years after launching her second coffee startup, the King Coffee brand made rapid progress under her leadership to trade in more than 120 countries and territories around the world, including major markets such as the United States and South Korea, China, Singapore, Russia and the United Arab Emirates.

Mme. Diep Thao is currently implementing two major community projects. The first of these is “Women Can Do”, which aims to support 100,000 women to start a business by 2025. The second project is “Happy Farmers”, which aims to bring a better life to farmers of coffee in the Central Highlands. Her greatest aspiration is to introduce Vietnamese-branded coffee to global markets to compete on a par with multinational corporations in the coffee industry.

As a result of her outstanding vision, strategy and execution, more and more consumers around the world will love and choose to drink Vietnamese coffee, contributing to enhancing the position of Vietnamese coffee on the world coffee map.

In 2020, Mme. Diep Thao’s contributions to society and the coffee industry were recognised by Global Brands Magazine (UK) with their “Most Admired CEO in Vietnam” award in the field of Food & Beverage. In the same year, she was elected to the position of vice president of the Vietnam Coffee and Cocoa Association VICOFA.