They were not only looking for a refreshing drink, but also to bring home a special “commemorative edition” – a cup of coffee served in a bamboo tube, with a palm leaf handle, and a small red flag with a yellow star attached to the body, as a rustic but proud way to celebrate the 50th anniversary of the Liberation of the South and the reunification of the country.
Small, cozy and stylish cafe
"Cà cà phê trời" - the name sounds simple, but inside is a model that is both creative and full of identity, aiming for sustainable development. Mr. Nguyen Huynh (29 years old, owner) always appears in a traditional ao dai, confidently walking among the space of wood, bamboo and flags. For him, "cà cà phê trời" is not only a product, but also a way to tell a Vietnamese story in his own style.
“Since I was studying architecture, I have been an emotional person. But emotions do not mean flying around indiscriminately, I always have a plan, know what I want. 'Cà phê dưỡng' is an example. Everything is in one vision: telling stories through images, through products, and through experiences,” Nguyen Huynh shared.
Bamboo coffee cups with clever decoration, expressing national spirit have become a "hot trend" on social networks recently.
The idea of a bamboo cup was conceived after he drank coffee in a bamboo cup in Da Lat. To turn it into a real product, he chose bamboo from Dak Lak – a type of bamboo similar to bamboo used to cook sticky rice, grown and harvested by ethnic minorities. Each bamboo tube is tested for food safety, sometimes even carrying the light scent of bamboo wood. The small details – from the palm leaf handle, the wax paper lid to the Ca Mau sedge straw – all contribute to creating a harmonious and environmentally friendly whole.
In addition, the shop also sells souvenirs spreading patriotism and Vietnamese culture.
“I don’t do it alone. A partner is in charge of the drinks, and I take care of branding, marketing, and finance – which is my expertise,” Nguyen Huynh confided. The perfect combination of emotion and structure has created a business model that is both spontaneous and systematic.
Nguyen Huynh (owner) always appears in traditional ao dai
On social networks, the small, cute bamboo cup with the slogan wrapped around the body quickly became a highlight. Young people enjoyed checking in, the elderly were moved to remember the past years. Many customers said they came back many times just to "collect" different versions of the slogan. "I bought it out of curiosity, but when I held the cup, I felt really moved, like holding a whole story in my hand," Ms. Ha My (living in Binh Thanh District) shared after buying a cup of tube coffee in the morning.
Young people enjoy checking in with a unique cup of coffee
The valuable thing is that Nguyen Huynh did not stop at the initial success. He has received many franchise offers, but he is still steadfast: "If you want to go the long way, you must first package the process very carefully." In the future, Huynh hopes to bring "Coffee Tube" to Hoi An - where MÓT, a tea brand that has created its own identity, and then continue to Hanoi, where he believes "still retains the most traditional Vietnamese features."
For Nguyen Huynh, marketing is not a trick but a passion, a "blood" flowing in every decision. "When opening, I made invitations for each person, paying attention to every detail. When friends saw it was beautiful, they shared it, then friends' acquaintances came too, everything spread naturally like that."
No matter how much it develops, "tube coffee" still maintains its sustainable goals and "quality".
When asked what “sustainable development” is for “Cà máy”, Huynh did not hesitate: “It is to maintain the ‘essence’. We chose bamboo from the beginning, so even if we innovate later, we still have to maintain that original spirit. Maybe tomorrow it will be food served in bamboo tubes – but the brand vibe, from the colors, the ao dai to the regional identity, must all be clear.”
In the historic days of April, in the middle of a bustling city, the image of a small but proud bamboo cup like "Cà phê tròn" becomes even more meaningful. It is not only a beautiful product, but also a gentle reminder of the origin, of Vietnamese culture, of how today's young generation can preserve old values with a new way of storytelling - close and full of emotions.
