Khe Sanh (Quang Tri) – Where each coffee bean carries within it the 'soul' of the land and its people.

(Chinhphu.vn) - Khe Sanh is not only a historical site but also a symbol of local coffee, sustainable tourism, and a place to learn more about resilient Vietnam through the value of its coffee crop reaching out to the world.

Nguyen Bich Chi, CEO & Co-Founder of Cup'n'Care, shared information at the event "COFFEE MEET 2025 – Coffee Parallel: Telling the Story of a Land of Fire".

Today (July 27th), in the special setting of Thang Long Imperial Citadel and on the meaningful occasion of the War Invalids and Martyrs Day on July 27th, the event "COFFEE MEET 2025 – The Coffee Parallel: Telling the Story of a Land of Fire" is a journey connecting the past and present through specialty coffee beans from Khe Sanh ( Quang Tri ).

Connecting the past and present through Khe Sanh specialty coffee beans.

In the war-torn land of Quang Tri, where bombs once ravaged every inch of land and every mountainside, lush green coffee plantations have been revived. This is the result of the hands, minds, and unwavering hearts of the farmers – especially the Bru Van Kieu people in Khe Sanh.

Enjoy your coffee in a special setting.

Nguyen Bich Chi, CEO & Co-Founder of Cup'n'Care, said that today's event is not simply a display and tasting of specialty coffee, but also a profound tribute to the previous generation.

The event also provides an opportunity for coffee lovers and experts in agriculture , tourism, and history to enjoy Khe Sanh specialty coffee, grown organically and sustainably; participate in cupping sessions according to international SCA standards with experts; interact with young people who are "telling local stories" through Vietnamese brands; and learn about the history of Quang Tri – a land that is both a "witness" and a "revival"…

Coffee lovers have the opportunity to enjoy Khe Sanh specialty coffee, grown organically and sustainably.

"To create something extraordinary, you must choose to walk a very extraordinary path."

As a native of Hanoi , Nguyen Bich Chi ventured into Quang Tri to build her own organic coffee brand. From planting and harvesting to processing, drying, and finally brewing, each step reflects her spirit, resilience, and deep connection to this land.

"Starting in 2019, we have accompanied farmers in Quang Tri from the early days of land reclamation, from the first small coffee gardens, and today, our products are featured in typical specialty coffee collections of the Pacific Rim, along with Farm Madam Huong's Southeast Asian Championship, and are honored to be among the top Vietnamese coffees for many years in a row with Doi Pun Coffee," Bich Chi said.

Choosing Huong Phung, Huong Hoa district for her coffee farming startup was a decision that went against the mainstream for Nguyen Bich Chi.

The finest Arabica coffee is found in Khe Sanh, Quang Tri province.

According to Bich Chi in Vietnam, when people talk about Vietnamese specialty coffee, they usually think of Arabica coffee from Cau Dat in Lam Dong province or Arabica coffee from Son La grown at an ideal altitude of over 1,000 meters. Few people know that the most delicious Arabica coffee comes from Khe Sanh - Quang Tri. On the other hand, compared to other coffee-growing regions, farmers in Huong Phung, Huong Hoa face many more difficulties.

"So when I thought about starting a coffee business, I thought of Quang Tri. My thinking at that time was not only to convince the local people to try organic farming methods so that my company could have clean coffee, but also to contribute a small part to improving the lives of the people here," Bich Chi shared.

Cup'n'Care also offers non-profit coffee processing training classes for local people.

Creating sustainable livelihoods for local communities.

The goals of Bich Chi and Cup'n'Care are: firstly, to position Khe Sanh coffee as a high-end specialty product, especially to bring Khe Sanh coffee products to the international market and develop supporting products; secondly, to create sustainable livelihoods for the local community; and finally, to make Khe Sanh a green and sustainable tourism destination.

The experiential tourism model at organic coffee plantations is also a solution for farmers to increase their income. According to Bich Chi, the experience is not simply about visiting someone's house, drinking a few cups of coffee, and then buying goods. Experiential tourism here is much more detailed, from purchasing insurance for tourists; providing accommodation and meals; experiencing the coffee harvesting process from bringing it back to the yard to wash, scoop out the floating beans, ferment, dry the beans, turn the beans on a sieve, mill the beans, pick out defects, roast the coffee themselves, and package it to take home... That is what truly constitutes sustainable experiential tourism. Customers who personally produce the coffee beans from start to finish will better understand the value of the cup of coffee they drink every day.

Cup'n'Care also organizes non-profit coffee processing training classes for local people. In these classes, in addition to sharing knowledge, experience, and hands-on guidance for farmers, Bich Chi also shares how Cup'n'Care has won coffee awards, so that farmers can confidently submit their coffee to international competitions to demonstrate the quality of Quang Tri coffee. As a result, Quang Tri won the Southeast Asian Liberica Championship in 2024 (Farm Madam Huong).

Khe Sanh is not just about growing coffee, but about sowing the belief that from this fiery land, we can create "golden grains" that bring the flavors of Vietnam to the world.

Specifically for Khe Sanh coffee, Bich Chi and Cup'n'Care apply a quarter of the Japanese model, primarily focusing on product development principles: respecting the identity of the growing region, strictly controlling quality from input to consumer, and selling "cultural" value rather than just the product. Simultaneously, Khe Sanh coffee must have certification as "Khe Sanh Indigenous Coffee" according to organic standards, traceability, microbiological processing, and specialty quality. It also has a professional brand identity including packaging, logo, and regional symbols. Each bag of coffee comes with a "story"…

"I came to Khe Sanh not just to grow coffee, but to sow the belief that from this fiery land, we can create 'golden beans' that bring the flavors of Vietnam to the world. Let's work together to make Khe Sanh not just a historical site, but also a symbol of local coffee, sustainable tourism, and a Vietnam that knows how to tell its story through its own values," Bich Chi shared.

Diep Anh

Source: https://baochinhphu.vn/khe-sanh-quang-tri-noi-moi-hat-ca-phe-mang-trong-minh-linh-hon-cua-dat-va-nguoi-10225072714221581.htm