🅢 = Story: Founder Reflection: Coffee is Culture 

 

 

I’m a natural student of the consumer world, and for obvious reasons, I believe coffee is one of the most exciting industries to be in right now.

 

 

You can literally see the crossover of coffee in hospitality, fashion, and luxury happening in real time. Aime Leon Dore and Louis Vuitton are some of my favorite executions. This shows coffee is no longer just a beverage category, but an industry tied to culture, identity, design, lifestyle, and something we always say at Fat Miilk…vibes!!

 

 

At the same time, you’re seeing the explosive rise of “fast coffee” concepts like Dutch Bros and 7 Brew, proving that convenience and energy-driven consumption are reshaping the market.

 

 

But my prediction is that the next major wave is Robusta and Vietnamese coffee.

 

 

The market is very close, but not fully ready yet. Smaller brands, including Fat Miilk, are still collectively pushing it mainstream and you’re already seeing early signals everywhere including Vietnamese cold brew at Whole Foods coffee bars and Vietnamese coffee ice cream in Costco nationwide. 

 

 

It’s just a matter of time before this becomes the next major movement in consumer coffee culture, and as the founder of Fat Miilk, it’s super exciting to watch that happen not just for our brand, but for Vietnam as whole.

 

 

— Lan Ho, Founder of Fat Miilk

 

 

🅘 = Insight: Vietnamese Coffee

 

 

At Fat Miilk, we roast to order, which gives us an intimate understanding of the beans and the process. With 10+ years in the specialty coffee industry, working in quality control, sourcing, sample roasting, and now production, I’ve never been more excited to share what we’re discovering with Robusta. — Kim Nguyen, Head of Coffee Quality and Sourcing

 

 

When I’m working barista shifts at the flagship store in Uptown, I often get this question from guests: Which one of these drinks is Vietnamese coffee?

 

 

This question is layered with misconceptions about what Vietnamese coffee truly can be.

 

 

When I hear it, I usually follow up with my own question: Are you looking for the coffee with condensed milk? The answer is almost always yes.

 

 

But I almost always follow with: All of our coffee is Vietnamese because we use Robusta from Vietnam.

 

 

And just like that, the opportunity to change the narrative begins.

 

 

Vietnamese Coffee’s Versatility

 

 

Vietnamese Robusta is delicious with condensed milk, that is true, but it is much more versatile than people think.When cold brewed, its smooth sweetness shines through without the sharp acidic undertones that can sometimes taste metallic. Brewed hot as drip coffee, its chocolate notes can lean more milk chocolate or dark chocolate depending on the roast profile. As espresso, the balance between sweetness and acidity rounds out beautifully with dried fruit characteristics.

 

 

These are all preparations without sweeteners, dairy, or dairy alternatives. On its own, Vietnamese coffee is nuanced, rich, and surprisingly diverse. It is also incredibly strong, yet often best enjoyed slowly and intentionally.

 

 

Vietnamese Coffee’s Strength

 

 

Another point of surprise for our guests is learning that Robusta contains roughly twice the caffeine of Arabica.

 

 

Some coffee enthusiasts overlook the caffeine content, confident they can handle it. While that may be true, Robusta can be a more visceral experience. It often creates a steady sense of energy and productivity, a desire to get things done (and hopefully not punch through a wall, as a friend once told me after drinking it).

 

 

What I noticed during my visits to Vietnam, beyond the incredible work ethic of its people, is their ability to slow down. Coffee in Vietnam is a ritual. It is often served in glassware or ceramics, consumed at a slower pace, and meant to be savored.

 

 

Vietnamese Coffee’s Superpower

 

 

In both Chicago and Vietnam, I have observed that Vietnamese coffee creates community. People meet a friend for a slow coffee and savor each sip while catching up. Someone works quietly through the morning with a coffee at their side. Coworkers grab coffee together or pick up an extra cup for one another. The social aspect of Vietnamese coffee is a beautiful thing to witness, whether I’m visiting family in Vietnam or working barista shifts at the café.

 

 

When guests ask questions and learn through us, that’s when I feel most proud. I want to share an experience of Vietnamese coffee that goes beyond the one beverage most people know. It should be memorable. It should be culinary and invite curiosity. 

 

 

Vietnamese coffee is special. And yes, I believe it is specialty, too. It has always been both in my mind, and it always will be.

 

 

 

🅟 = Pulse: The New Coffee Palate 

 

 

For years, coffee conversations have been driven by origin, altitude, processing methods, and increasingly exotic tasting notes. While those things matter, we're seeing a shift toward something simpler: flavor.

 

 

Consumers are becoming less interested in what coffee should taste like and more interested in what they actually enjoy drinking.

 

 

This creates space for coffees that have historically been overlooked.

 

 

Vietnamese Robusta naturally delivers flavor profiles many consumers already love: chocolate, toasted nuts, brown sugar, graham cracker, dried fruit, and deep caramelized sweetness. Its lower acidity, fuller body, and natural sweetness also make it exceptionally versatile with milk, cold foam, and flavored beverages.

 

 

As consumer preferences continue to evolve, enjoyment is becoming just as important as complexity.