Established in 1999, Highlands Coffee opened its first café in Ho Chi Minh City in 2002 and expanded nationwide gradually. By 2013, the first Highlands Café was opened in the Philippines. Today there are over 750 cafes across Vietnam and 79 in the Philippines, bringing a unique Vietnamese coffee experience to customers in both countries.
As a leading coffee brand in Asia, Highlands Coffee is dedicated to quality, sourcing premium coffee beans from Vietnam’s highlands and roasting them in-house for optimal flavour. Beyond the café, the brand’s products – including roast and ground coffee, instant coffee, and ready-to-drink options – are available online through platforms like Grab and Shopee Food, bringing the authentic Highlands Coffee experience to customers’ homes.
As a leading coffee brand in Asia, Highlands Coffee is dedicated to quality, sourcing premium coffee beans from Vietnam’s highlands and roasting them in-house for optimal flavour. Beyond the café, the brand’s products – including roast and ground coffee, instant coffee, and ready-to-drink options – are available online through platforms like Grab and Shopee Food, bringing the authentic Highlands Coffee experience to customers’ homes.
Leading Asia’s Coffee Culture and Market Growth
Highlands Coffee is a pioneer in Vietnam’s café industry and an established leader in the country’s coffee market. The brand’s strong market presence is backed by its high brand equity, customer loyalty (Net Promoter Score), and a well-crafted customer experience. Effective marketing strategies emphasize its Vietnamese heritage and commitment to product quality and innovation, keeping Highlands Coffee both relevant and competitive.
To meet the needs of Asia’s growing middle class, Highlands Coffee continues to evolve. From developing health-conscious menu items to adopting new technologies for operational efficiency, the brand consistently innovates to align with emerging consumer trends while staying true to its roots.
Unique Value Proposition: A Blend of Tradition and Modernity
Highlands Coffee brings a distinctly Vietnamese experience by integrating heritage with modern amenities. Traditional “phin” style brewing highlights the authenticity of Vietnamese coffee culture, complemented by Vietnam-inspired store designs that offer a clean and welcoming atmosphere. With a menu of coffee, tea, ice-blended beverages (“Freeze”), pastries, and lifestyle merchandise, Highlands Coffee has created an “Authentic & Top-Quality Vietnamese Café Experience” accessible to a broad audience. This blend of local culture with contemporary comforts creates a deep emotional connection with customers, setting Highlands Coffee apart from international chains.
Commitment to Sustainability and Social Responsibility
Highlands Coffee’s commitment to social responsibility is integral to its operations. The brand supports sustainable sourcing practices and engages in community initiatives that benefit local coffee farmers. By actively promoting sustainability within the coffee industry, Highlands Coffee builds a strong reputation as a socially responsible brand. This commitment extends to customer engagement, with in-store activities, social media interaction, and community involvement initiatives fostering a sense of belonging among its patrons, encouraging repeat visits and organic promotion.
Empowering People Through Employee Development
Highlands Coffee invests in its people, offering comprehensive training and a positive corporate culture that drive high employee engagement and retention. Training programs focus on skill-building, career development, and fostering a supportive environment, ensuring consistent product quality and service excellence across all locations. This focus on employee experience and continuous innovation has positioned Highlands Coffee as an employer of choice in Asia’s F&B industry.
Recognized as a Great Place to Work in Asia
Highlands Coffee has received multiple awards, including “Top 100 Best Places to Work in Vietnam,” “Top 50 Vietnamese Attractive Employer Brands by Vietnamese Students,” and “The Best Employer of Choice.” In addition, the company achieved global certification as a “Great Place to Work” and was recognized as a Best Workplace in Asia by the Great Place to Work organization in 2023 and 2024. This acknowledgment, alongside its recognition as one of Asia’s Most Influential Companies by the ACES Awards, underscores Highlands Coffee’s commitment to excellence, both as a brand and an employer.
