Coffee Beyond the Cup: Lacàph’s Leadership Shares Their Brand Story at RMIT Vietnam

On March 19th, 2025, at the RMIT University Strategy Forum: Brewing for Success in the Coffee Industry, Rachel Nghi La, General Manager of Lacàph Coffee Experiences Space, delivered a thought-provoking keynote that resonated with students, young professionals, and purpose-driven entrepreneurs alike.

Her session, titled “The Business of Coffee: Creating Value Beyond the Cup,” explored how Lacàph is building a premium Vietnamese coffee brand by going beyond product and performance—and focusing instead on storytelling, sustainability, and human connection.

Brewing a Brand with Purpose

Opening with Lacàph’s mission—to share Vietnamese coffee and culture with curious people everywhere—Rachel walked the audience through the brand’s vision to become a global leader in premium Vietnamese coffee by 2030.

She shared Lacàph’s five key differentiators:

• Single Origin, Direct Trade: Every cup begins with a direct connection to the land and the farmers.
• Coffees of Việt Nam: Grown in diverse regions and crafted by Vietnamese specialists, rooted in authenticity.
• No Artificial Flavors or Fillers: Just coffee, at its best—naturally.
• Storytelling Through Coffee: Each product is a cultural touchpoint that brings Vietnam’s traditions to life.
• Expertise That Bridges Worlds: Combining deep local knowledge with global market readiness.

Storytelling as a Strategy for Connection

Rachel emphasized that coffee, in Lacàph’s approach, is more than a beverage—it’s a bridge between cultures, generations, and people. Through immersive coffee workshops, guests are encouraged to brew their own Phin coffee, engage with the stories behind each bean, and experience Vietnamese culture in a tangible, emotional way.

“In a world where speed is everything,” Rachel shared, “we invite people to slow down—and connect.”

Rediscovering the Beauty of the Phin

The speech also shed light on a cultural shift among younger baristas and coffee lovers. Many arrive at Lacàph familiar with modern brewing methods like V60 or AeroPress, but eventually rediscover the Phin—a brewing tool once seen as outdated—with newfound appreciation.

“It’s more than nostalgia. The Phin teaches patience, presence, and pride in our roots,” Rachel noted.

Completing the Loop: Cup to Farm

Perhaps the most powerful takeaway was Lacàph’s “Cup to Farm” model—an intentional reverse of the usual “Farm to Cup” narrative. Lacàph doesn’t stop at sourcing ethically. They bring their finished coffee products back to the farmers who grew them, sharing the final experience, building trust, and fostering long-term collaboration.

“This closed loop isn’t just about quality control—it’s about respect,” Rachel said.

About Lacàph
Lacàph is a Vietnamese coffee brand with a mission to share the country’s coffee and culture with the world. From sustainable sourcing to immersive customer experiences, Lacàph blends tradition with innovation to create products that are rooted in story, not just taste.

For media inquiries or collaboration opportunities, contact:
📩 marcom.team@lacaph.com
🌐 www.lacaph.com