Nguyen Coffee Supply is the first specialty Vietnamese coffee company importing organic, green beans directly from Vietnam and roasting them in Brooklyn.
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See all ads on AdLibrary →Nguyen Coffee Supply was founded in 2018 in Brooklyn, NY by Sahra Nguyen, making it the first Vietnamese-American specialty coffee company in the US. The brand sources directly from Vietnamese farmers, focusing on the robusta-forward blends central to Vietnamese coffee culture. Featured on Shark Tank Season 13. Also searched as Nguyen.
Nguyen Coffee Supply's advertising is built around cultural identity — Vietnamese heritage is not a side note but the entire brand frame. The direct-trade story from Vietnamese farmers creates supply chain authenticity that resonates with specialty coffee buyers. Shark Tank exposure seeded a large awareness base for paid retargeting. See their creative at AdLibrary.
Instagram is the primary channel, with visually rich content blending Vietnamese cultural aesthetics and specialty coffee photography. Facebook targets specialty coffee drinkers and Vietnamese-American communities with origin story and direct-trade creative. The ca phe sua da (Vietnamese iced coffee) preparation tutorial is a consistent high-engagement format.
Core themes: Vietnamese coffee culture, direct-trade farmer stories, robusta-arabica blend education, and first-generation immigrant pride. Sahra Nguyen's personal story — daughter of Vietnamese refugees building a coffee brand — appears in longer-form brand content.
Nguyen Coffee Supply demonstrates how cultural specificity — rather than broad appeal — creates an intensely loyal customer base. The brand shows that an underrepresented origin country can be a genuine competitive moat in the commodity-adjacent specialty coffee market.
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