Highlands Coffee®: A 25-Year Journey of Visionary Leadership and Vietnamese Pride

Founded in 1999 by visionary leader David Thai, Highlands Coffee® was born out of a bold dream: to bring the best of Vietnam to the world—and the best of the world to Vietnam. Over the past 25 years, this vision has guided the brand to become a symbol of national pride and cultural exchange.

Inspiring Vision Through Leadership - A place where global leaders unite for a shining Vietnam

But what truly sets Highlands apart is not just its cultural essence, but the people behind it. At the heart of it all is a leadership team that is both diverse and unified—a team whose members come from various parts of the world yet share an unyielding passion for Vietnamese heritage. From the boardroom to the coffee shop floor, every decision reflects an enduring commitment to preserving and promoting Vietnamese identity. Highlands’ leaders have consistently demonstrated that visionary leadership isn’t merely about driving profit; it’s about inspiring and uplifting the entire community.

Upon receiving the official news of General Secretary Nguyen Phu Trong’s passing, the leadership team immediately made the important decision to suspend and reschedule Highlands' lively activities—well before the state-designated national mourning day. The Highlands team came together, voluntarily and uniformly, to change the uniforms of over 10,000 employees across more than 800 stores in Vietnam in just one night. This was done to express our sense of responsibility and share in the grief of the Vietnamese people for the loss of a pillar of the nation.

When facing Typhoon Yagi in 9/2024, with the safety of customers and employees as the top priority, the leadership team made the decision to temporarily suspend operations at several stores in the affected areas until further notice.

At Highlands, every customer interaction is a chance to build
genuine emotional connections. This spirit is embodied in the
Tận Tâm Budget – a 2 billion VND annual fund that empowers staff to offer personalized and thoughtful gestures, from remaking spilled drinks for free to surprising customers with a
cake on their birthday.

Rather than fixed rules, team members are encouraged to act creatively and empathetically based on real-life situations. More than a policy, this approach reflects Highlands' commitment to heartfelt, human-centered service that turns simple moments into lasting loyalty.

In 2024, despite economic headwinds, our foundation remains the joy and satisfaction of our customers - rooted in Tận Tâm Service: service from the heart. This represents gratitude, kindness, and the genuine smiles of our team. The number of loyal customers will be the clearest answer to how well we embody this spirit.

Mr. Le Thai Anh

Country Head

Preserving Cultural Heritage in Every Detail

Highlands Coffee® is uniquely positioned at the intersection of MODERNITY and TRADITION. Its service and store design capture both cutting-edge global trends and the deep cultural heritage of Vietnam.

Highlands Ben Van Don (District 4 – HCMC)

This celebration of heritage extends beyond store design. From the meticulously curated interior décor that reflects traditional Vietnamese motifs to the way each employee welcomes customers with heartfelt, informal greetings reminiscent of local warmth, every detail is designed to connect people with the rich tapestry of Vietnamese culture. Highlands’ commitment to its cultural roots is palpable in every cup of coffee and every service gesture a sentiment perfectly captured by the brand’s enduring “cup of love” philosophy.

Nurturing the Next Generation and Fostering Unity

Highlands’ visionary leadership also emphasizes investing in the future. Programs such as “Kids Career Day Talents Award” which nurture the children of employees, and the annual Talents Award, which celebrates emerging Store Manager, Server, Barista talents, are prime examples of how the leadership
cultivates the next generation. These initiatives encourage young team members to embrace innovation, creativity, and the rich values instilled in them by the brand.

To foster the next generation of Highlands leaders, the company invests deeply in youth-focused initiatives, one of the most inspiring recent initiatives is the Talents Award 2024, launched under the bold and heartfelt theme: "DARE TO CHASE YOUR PASSION".

This internal competition recognizes young talented baristas who exemplify both technical mastery and a deep love for the craft. More than just a skills contest, the program encourages Highlands-ers to break limits, pursue their dreams, and live out their values with authenticity and courage.

DARE TO CHASE YOUR PASSION

Through initiatives like the Talents Award, the leadership team is investing in building a new generation
of Highlands successors - full of inspiration, love, passion, dedication, and talent - ensuring the brand’s
continued strength and its journey to spread Vietnamese identity to the world.

With the direct involvement of the leadership team, the Talents Award reflects Highlands’ belief that every team member carries potential - not just to serve coffee, but to inspire others and grow into the next generation of leaders. By honoring passion, the program turns ordinary work into a meaningful journey, empowering employees to see their role as part of something greater.

Setting a Higher Standard for Vietnam’s F&B Playground

As one of the most recognized F&B brands in Vietnam, Highlands Coffee® is not just leading in the market - it is redefining it. By consistently raising the bar in service quality, store experience, and cultural storytelling, Highlands has become a benchmark for excellence in the local F&B industry.

From flagship concept stores that blend modern design with Vietnamese heritage, to a uniquely warm and informal service style that prioritizes emotional connection, Highlands is setting new expectations for what it means to serve not just coffee, but a meaningful experience. Through its bold, purpose-led initiatives, the brand is reshaping the industry, inspiring others to follow, and making Vietnam’s F&B landscape more sophisticated, inclusive, and proudly local.

More than a coffee brand, Highlands is a movement of people, of culture, of heart, led by vision and grounded in Vietnam’s enduring soul.