I’m Phung Ha Long.
I grew up in my parents’ coffee garden. The air was always filled with the smell of wet soil and fresh coffee trees. In the mornings, mist wrapped around the rows of plants like a dream that hadn’t quite ended. My parents worked quietly, their backs bent, their hands rough. I watched them, trying to remember the rhythm of their breath, the quiet trust they placed in each season.

But one day, the buyers disappeared, taking away not only my parents’ hard work, but also the work of many farmers in our region. The coffee trees were still there, standing like silent witnesses. At that moment, I didn’t feel anger or despair. Instead, a quiet truth settled inside me: the tree can be gentle, but to survive, it takes much more than that.

During Covid, when the world seemed to stop, I started a small brand. I came from art, advertising, and film – creative spaces that could burn bright but also fade quickly. I thought, if I could plant something lasting, maybe my creativity would not be wasted. But money was short, and I couldn’t cover coffee from farmers the way they wanted.

In those days, I earned what I could, and I realized that I needed to build something inside myself: knowledge, experience, patience. I learned to take slow and steady steps. To truly help others, I first had to be strong, strong in spirit and strong in resources.

I’m glad I stayed with that decision. I trained and studied to become a coffee expert. At first, I didn’t care much about certificates, but later I earned the SCA Sensory Professional certificates, CVA, Evolved Q Grader, a shared language in the coffee industry. Along the way, I found myself understanding more and more.

Now,  with my team, I produce Specialty Coffee: Robusta, Arabica, Liberica; from green beans to roasted coffee, ready for partners in Vietnam and abroad, and for you. Designer Coffee, Design for Lover, Wildly Loved.

The road has never been easy. But each time I hold a handful of freshly roasted beans, I feel grateful, for the coffee farms of my family, for the struggles that shaped me, and for the coffee friends who showed me the way.

Every harvest is a memory. Every cup is a piece of silence and persistence. And somewhere, between bitterness and sweetness, I find myself, still walking, still growing, still listening to the whispers of the coffee trees.

Now, I am also walking toward sustainability, working to ensure that the coffee we enjoy today will still be here tomorrow, and for generations to come. Because only when we care for the soil, the people, and the process, can coffee truly continue to grow, endlessly and beautifully.

I design for your choice. The simpler the more wild!