Founded in 1999, Highlands Coffee opened its first café in Ho Chi Minh City in 2002 and steadily expanded nationwide. By 2013, the brand entered the Philippines, marking its first international presence. Today, with over 750 cafés across Vietnam and 79 in the Philippines, Highlands Coffee continues to bring an authentic Vietnamese coffee experience to a growing customer base.
Sourcing premium coffee beans from Vietnam’s highlands, the brand ensures quality by roasting in-house to optimize flavor. Beyond its cafés, Highlands Coffee offers a range of products, including roast and ground coffee, instant coffee, and ready-to-drink options, available through online platforms like Grab and Shopee Food, making it easier for customers to enjoy their favorite brews at home.
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Leading Asia’s Coffee Culture and Market Growth
As a pioneer in Vietnam’s café industry, Highlands Coffee holds a strong position in the country’s competitive coffee market. Its high brand equity and customer loyalty, supported by an exceptional Net Promoter Score, highlight its ability to maintain a deep connection with consumers. Through strategic marketing that emphasizes Vietnamese heritage and a commitment to quality, the brand remains relevant and competitive in an evolving industry.
To cater to Asia’s growing middle class, Highlands Coffee continuously innovates. From introducing health-conscious menu items to leveraging new technologies for operational efficiency, the brand ensures it stays ahead of market trends while preserving its cultural authenticity.
A Unique Blend of Tradition and Modernity
Highlands Coffee strikes a balance between tradition and modernity, offering a truly Vietnamese coffee experience with contemporary conveniences. The brand’s signature “phin” style brewing preserves the authenticity of Vietnamese coffee culture, while store designs reflect Vietnam-inspired aesthetics in a modern, welcoming setting.
With a diverse menu that includes coffee, tea, ice-blended beverages (“Freeze”), pastries, and lifestyle merchandise, Highlands Coffee creates an experience that resonates with a broad audience. This fusion of local tradition with modern comforts fosters an emotional connection with customers, setting the brand apart from international coffee chains.
Commitment to Sustainability and Social Responsibility
Sustainability and social responsibility are key pillars of Highlands Coffee’s business. The brand actively supports sustainable sourcing practices and engages in community-driven initiatives to benefit local coffee farmers. By championing environmental and social responsibility, Highlands Coffee strengthens its reputation as a brand that cares about both people and the planet.
Customer engagement extends beyond coffee, with in-store activities, social media interactions, and community-driven programs fostering a sense of belonging. These initiatives encourage customer loyalty and organic promotion, further solidifying the brand’s strong market presence.
Investing in People and Building a Great Workplace
Highlands Coffee places a strong emphasis on employee development, offering comprehensive training programs that enhance skills, foster career growth, and create a supportive workplace culture. This focus ensures consistent product quality and service excellence across all locations, making the brand an employer of choice in Asia’s food and beverage industry.
The company’s commitment to its employees has earned it numerous accolades, including recognition as one of the “Top 100 Best Places to Work in Vietnam,” “Top 50 Vietnamese Attractive Employer Brands by Vietnamese Students,” and “The Best Employer of Choice.” In 2023 and 2024, Highlands Coffee was certified as a “Great Place to Work” and recognized as a Best Workplace in Asia, reinforcing its reputation as both an industry leader and a company that values its people.
