We are thrilled to announce our investment in Every Half, an insurgent brand committed to changing the perception of Vietnamese Robusta coffee. Founded in 2016 by Trần Lê Minh Trúc, Every Half Bean (as it was formally known) began as an online platform dedicated to sharing and exploring the world of coffee with friends. As the community of coffee aficionados grew, Every Half Bean's popularity soared, and the demand for a physical presence became evident. In 2021, Every Half Bean rebranded into Every Half and the company opened its first café and roastery in Ho Chi Minh City. This flagship store quickly became a haven for coffee enthusiasts, offering a unique blend of exceptional coffee and a modern, minimalistic ambiance. Within a few years, the company opened multiple locations in key districts of Ho Chi Minh City with distinctive stores reflecting the vibe of each location.  DSG Consumer Partners believes that Every Half will lead Vietnamese Robusta to the coffee world. Here’s why:

Understanding Coffee beans

First a little trivia! There are two main types of coffee beans that are grown across the world: Arabica and Robusta. These beans account for 95% of the world’s coffee production. The Arabica vs Robusta coffee debate is widely argued, but what exactly is the difference between them?

Showcasing the Rich Heritage of Vietnamese Robusta Coffee

A unique story intertwined with the country's complex history, Vietnam has transformed into the world's second-largest coffee producer and exporter over the past two centuries. Vietnam's long-standing coffee culture dates back to the mid-19th century when it was first introduced by French colonists. The French brought the first coffee plants to Vietnam in the late 1800s, primarily growing the Arabica variety on plantations using local labor. By the early 1900s, Vietnam had become a major coffee exporter, but production remained under French control. After the Vietnam War disrupted coffee production, the industry underwent a rapid resurgence and focused heavily on the Robusta variety due to higher yields and resilience of Robusta compared to Arabica. Today, Vietnam has leaped to a market share of 20% [1].

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However, despite the rich coffee history and agricultural production, Vietnam has found it difficult to elevate the experience and perception of their beans. Every Half was built on the commitment to showcase Vietnamese Robusta coffee, a contrarian stance in a world where Arabica often claims the spotlight. With a vision to introduce Vietnamese high-quality coffee to the global market, Every Half’s proposition is anchored on 3 strategic pillars:

1. Quality: Every Half positions itself as a premium coffee shop, offering high-quality specialty coffee from Vietnamese beans, at affordable prices. The product offering strikes a balance between premium quality and accessible luxury. From traditional iced milk coffee to more contemporary blends, their offerings cater to both discerning coffee aficionados and trend-focused consumers. The coffees served are brewed with light to medium-roasted beans, preserving the most original flavor notes. Positioned within the mass-premium segment, Every Half provides a coffee experience comparable to global names but with a focus on Robusta-based beverages. With prices ranging from VND 50,000 - 80,000 (USD 2.00 - 3.20) for coffee drinks, Every Half makes premium coffee accessible without compromising on quality.
2. Sourcing: Every Half source coffee beans directly from farmers in the best coffee regions in Vietnam including Dien Bien, Pleiku, Lam Dong, Dak Lak, Buon Me Thuot. Each region has its own coffee variety, and each farmer has its own story. Every Half also works with cooperatives to build nurseries for new sustainable and climate change-resistant coffee varieties such as Starmaya and Liberica. The founders ensure quality by personally visiting these farms, conducting coffee cupping sessions, and actively participating in the post-harvest processes. The coffee is being graded using Specialty Coffee Association (SCA) methods. Every Half aims to build long-term relationships with these farms to maintain stringent quality control from farm to cup.  
3. Experience: In a highly competitive coffee market, customer experience will be key to winning. Every Half's minimalist modern coffee stores serve as showrooms for innovative and unique products to provide a great consumer experience. They are strategically located in key urban hubs, creating an inviting space for young professionals and coffee enthusiasts alike to enjoy a refined yet approachable café experience.

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Deep Roots in Coffee: Founders’ Experience in Food and Beverages Ventures

Founding team from left to right: Phu Vo (Co-founder & CEO), Truc Tran (Co-founder & CPO), Nguyen Hai Ninh (Co-founder) and Nguyen Thanh Giang (Co-founder).

The founders of Every Half bring more than just individual expertise — they share a deep, collaborative history in Vietnam’s coffee industry. Having previously worked together on ventures like The Coffee House (https://thecoffeehouse.com/) and Urban Station Coffee, the founders of Every Half have built a strong foundation of trust and complementary skills. Their combined experience spans from sourcing high-quality beans to refining roasting techniques, marketing and scaling operations. Their commitment to affordable excellence is evident in the pricing strategy, which offers premium-grade coffee at an accessible price relative to competitors, making the experience available to a wider audience. Most importantly, they all have a strong passion for developing and promoting Vietnam high-quality coffee. Given management’s strong experience with new product development and coffee operations, Every Half is well-poised to be an insurgent to be reckoned with in the premium coffee segment.

Unlocking Vietnam’s Coffee Potential: A Market Primed for Growth

Vietnam’s coffee market, already one of the largest globally, is undergoing a significant transformation driven by rapid urbanization, a rising middle class, and an evolving consumer culture. The country is home to over 98 million people, with 44% under the age of 35—a demographic that is increasingly embracing coffee culture as a lifestyle. Vietnam is Southeast Asia's second largest coffee market with 2.0kg coffee consumption per capita per year (vs Philippines: 3.6kg,  Indonesia: 1.0kg) [2].

The café business in Vietnam is currently valued at an estimated USD 3.5 billion in 2023 and is projected to grow at 9% CAGR to reach USD 5.4 billion by 2028, with chain coffee stores expected to grow faster at 12% CAGR, reaching USD 1.4 billion by 2028 [3]. This growth is fueled by an expanding middle class, projected to reach 17 million households by 2030, each with disposable incomes ranging between USD 5,000 and USD 15,000 [4].

Vietnam is also flooded with lower-end mass market shops which reflect the heart of the country's coffee culture, alongside the higher-end premium shops brewing Arabica coffee. This shift is evident in the growing popularity of coffee shops as social hubs where young urban consumers gather to work, connect, and relax. Moreover, Vietnamese consumers are becoming increasingly discerning in their coffee preferences, shifting toward specialty coffee that offers a more refined and authentic experience.

Based on a 2023 survey by Bain, DSGCP and Meta, increased incomes is already shifting the definition of ‘needs’ across all incomes. In Vietnam, “eating out” and “drinks from café” are seen as “new needs” that are essential to lifestyle by 28-35% of consumers across all income levels [5].

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Similarly, a 2022 survey by iPOS highlighted a striking shift in Vietnamese consumer behavior, revealing that many are now more willing to splurge on beverages than meals [6]. An impressive 44% of respondents indicated they are inclined to spend between VND 41,000 - 70,000 (USD 1.70 to 3.00) for their coffee or bubble tea. This shift underscores a growing desire for quality experiences.

This is where Every Half stands out. By focusing on premiumizing Vietnamese Robusta — a bean, often overshadowed by Arabica in global markets — Every Half is redefining what coffee means in Vietnam. Every Half’s outlets are more than just places to grab a coffee as they are designed as immersive experiences that blend modern aesthetics with the warmth of Vietnamese coffee culture. These alignments position Every Half as a frontrunner in Vietnam’s evolving café scene, where the balance between quality and affordability is key to winning over increasingly sophisticated coffee lovers.

Brewing Coffee with a Purpose Beyond the Cup

Every Half sources coffee beans directly from farmers in the best coffee regions in Vietnam, including Dien Bien, Pleiku, Lam Dong, Dak Lak, and Buon Me Thuot. Each region offers its own unique coffee variety, and each farmer brings a rich tradition and story to the table. By building close, long-term relationships with these farmers, Every Half ensures that the beans are cultivated under sustainable practices that protect both the environment and local communities.

1. Ethical Coffee Sourcing: Every Half only sources coffee from farms committed to non-deforestation practices. By partnering with labs and cooperatives, they pioneer sustainable coffee crops like Starmaya and Liberica. These resilient varieties are resistant to rust and climate change, supporting long-term environmental health.
2. Fair Trade: Every Half pays fair prices for their coffee and develops meaningful relationships with farmers beyond transactions. The product pricing reflects the quality of the product and helps uplift the farming communities.
3. Commitments with the local community: Every Half sources coffee directly from cooperatives and farmers. The company supports the farmers and cooperatives throughout the post-harvest fermentation process and roasting.
4. Women's empowerment: Out of 56 fulltime employees, 25 are female, accounting for 44.6% of the headcount; Out of 1 manager position, 1 is female, accounting for 100% of the headcount.

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A Compelling Partnership in Vietnam’s Specialty Coffee Frontier

Our decision to partner with Every Half is grounded in the founders' passion and commitment to redefining Vietnamese Robusta and their strong market positioning within Vietnam’s rapidly growing café culture. Every Half’s unique blend of premium-quality Robusta coffee, stylish and inviting stores, and commitment to ethical sourcing aligns seamlessly with our values. As Vietnam’s coffee market continues to mature, DSGCP is confident that Every Half has what it takes to be a leader in the industry. We are thrilled to stand beside Trần Lê Minh Trúc and Phu Vo as they venture to redefine Vietnam’s coffee culture and showcase the true potential of Robusta to the world.

Foot Notes:

[1] Visual Capitalist, Visualizing the Global Coffee Trade by Country

[2] USDA, World Bank. Consumption data for the period 2022/23

[3] Euromonitor, Cafés/Bars in Vietnam Report 2024

[4] Euromonitor, Income and Expenditure: Vietnam Report 2024

[5] Bain & Co, DSGCP, and Meta, Bold Moves: Leading Southeast Asia’s Next Wave of Consumer Growth 2023

[6] iPOS, Báo Cáo Ngành FnB 2023

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