When so many coffee producers say “Yes” to compromises, to the ease and convenience of growing their business at the expense of coffee quality, two people have boldly said “No”. No to the current market cycle and the way of operating without standards. No to coffee sources of unknown origin and quality assurance. No to the lack of professionalism in the roasting and brewing process. No to putting profits above the interests of consumers, even though they may not realize it.

And it was this journey of seeking out imperfections that led the two co-founders to create Soul. Soul’s passion is not just to become a coffee brand, but to be a brand that has enough desire to inspire authenticity, origin and coffee culture in Vietnam.