MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
Faculty of Languages – International Cultures REFLECTIVE JOURNAL
The Vietnamese Coffee Brand
After 23 Years of Innovation Presented to: Mr. Vu Dinh Phuc Lecturer Prepared by: Phạm Thùy An – 22010693 Class: 1066 May 20, 2023 
Coffee is becoming more popular by the day and loved by many people. Coffee
has a bitter taste and a distinct aroma that helps us get in the mood for a long and
hectic day. During times of enjoyment, it brings silence between anxieties and
worries, as well as memorable moments filled with joys and sorrows, sadness, etc.
Therefore, coffee has long become a familiar drink for the majority of Vietnamese
people. "The Vietnamese Coffee Brand After 23 Years of Innovation" After reading
the article, I understood the logo's highly unique messages. This has contributed to
Highlands Coffee's spectacular success. Its inventive turning points had a big
impression on me. To briefly summarize Highlands Coffee's incredible
achievements, I will demonstrate how Highlands Coffee's success has affected her
ideas and feelings. To achieve that level of achievement, I will apply it to my
academic performance in the future.
With the introduction of a series of domestic and global companies in recent years,
Vietnam's coffee market has become more dynamic than ever. Highlands Coffee
announces new promise: "Highlands Coffee® Is Ours." This major shift, all boils
down to Highlands Coffee's objective to strengthen human ties and societal
cohesion while remaining true to brand identity at the heart of this significant
development. Over 20 years of establishment and expansion, Highlands Coffee has
surpassed other competitors to become the number one coffee chain, with more
than 500 locations in Vietnam. The founder of the Vietnamese coffee shop chain
Highlands Coffee is David Thai - a Vietnamese-American in 1998, and a
manufacturer and distributor of coffee products, established in Hanoi. Based on his
deep love for his hometown, the Vietnamese people's community nature is a trait
that connects people to people that can not be found easily anyplace else. As a
result, Highlands Coffee strives to convey the phrase "Highlands Coffee® Is Ours"
through a four-pillar value system: Passion - Love - Respect - Support.
We can see that three significant products: Freeze, Phindi, and Tra Sen Vang are
consistently selected by this brand and appear in most advertising campaigns.
Highland Coffee's drinks, particularly coffee, are ideal for Vietnamese tastes.
Highland's coffee has a deep flavor, unlike other coffee brands in the world. It is
still hand-sorting coffee to select the highest-quality beans, roasting fresh daily.
Highlands Coffee is a well-known coffee brand that has been present in Vietnam
for a long time. This is a renowned eating and drinking establishment, beloved by
young people since its inception. In addition, the brand was founded by
Vietnamese people, so it is "favored" by domestic customers in the context of the
market being full of foreign brands. Highlands Coffee has today confirmed its
position from 1999 to the present. Highlands Coffee's facilities are located in high
visibility, heavily populated, and workplaces, with abundant frontage and parking.
This is a method of confirming the brand's strength while also attracting the proper target clients.
Highland's primary color tones include red, brown, white, and so on. These eye-
catching colors aid with client recognition from a distance. Outside the Highlands
Coffee Shop is usually decorated with an expansive outdoor space that takes
advantage of natural light sources. Furthermore, the red umbrellas provide shade,
providing guests with a private environment full of excitement and comfort.
Highlands Coffee's inner room has a more pleasant atmosphere thanks to paintings
with ethnic impressions. Furthermore, because the shop is fond of natural
materials, it frequently puts green plants in the area to produce an attractive aspect,
soothing the busyness of the office. The Highlands coffee logo embodies the
Vietnamese people's national character, leaving a lasting impression on both
existing and new customers. The new logo pays homage to the company's heritage
and traditions while stressing a more community-oriented approach. The new
design is based on a version of the original logo. It still retains the spirit of
inheriting the core values of the old logo. The image of coffee beans as the
inspiration for the logo is the shape of two large and small oval lines, remains
unchanged among the mountains and rivers as a metaphor for Vietnam's lush
highlands. Furthermore, the logo layout depicts the yin-yang - Ngu Hanh
philosophy in Asian culture, It shows the preservation of Vietnamese identity in
harmony with the modern lifestyle of Highlands Coffee but still looks to the future.
Highlands Coffee aspires to increase consumer interaction while maintaining
traditional and incorporating contemporary culture. These qualities are cleverly
incorporated into the campaign's official advertising image, with coffee beans
indicating passion for Vietnam's coffee tradition, colorful mugs representing
respect for diversity in the community, a green heart expressing love, and arms
supporting one another. Highlands Coffee is steadily making inroads into the
coffee industry, contributing significantly to the journey to improve the legacy and
value of Vietnamese coffee. These heritages, regardless of time, continue to inspire
Vietnamese manufacturers to incorporate them into every cup of coffee and tea.
When enjoying, each person uttered two proud words "Vietnam" proudly born
from the land of Vietnam. Highlands Coffee has helped to position the brand,
create many great successes, boost brand awareness, and make a breakthrough in
the coffee market through a methodical marketing plan. Highlands Coffee wishes
to consolidate its position as a well-known coffee store in Vietnam and plans to
expand into the international market in the future. They seek to provide clients with
high-quality products and services. I learned about marketing techniques and
business-related knowledge to be able to utilize in the future in Mr. Vu Dinh Phuc's
Marketing & Sales Basic course.
Highland continues to hold a prominent place in the hearts of customers,
particularly today's young people. Wholeheartedly serving to bring results that
exceed customers' expectations, Highlands always expects the input to improve
itself. Highlands is always devoted to fostering principles that contribute to the
common good. Highlands Coffee always has the desire to affirm the position and
quality of the Vietnamese brand coffee chain that is not inferior to any international brands.