About us
The Meaning Behind "Toong"
The name “Toong” is inspired by the sound of a coffee droplet landing in the bottom of a cup—a sound that resonates during the slow, deliberate brewing process of phin coffee, Vietnam’s iconic coffee preparation method.
This simple yet profound sound represents more than just brewing; it symbolizes patience, craftsmanship, and the unique way Vietnamese coffee culture connects people. At Toong, this name reflects our mission to echo the rich traditions of Vietnam’s coffee heritage across the globe, one cup at a time.
Coffee: A Way of Life in Vietnam
In Vietnam, coffee is more than just a drink—it is a way of life. Every cup tells a story of connection, tradition, and culture.
Coffee is deeply woven into the daily lives of Vietnamese people. The way we enjoy every sip isn’t just a habit; it’s part of a rich ritual. Whether it’s the start of the day, a mid-afternoon break, or an evening conversation, coffee is a constant companion for reflection, connection, and inspiration.
A Social Ritual: Coffee is how we connect with one another. From friends catching up on the latest football match over a cup of phin coffee, to couples starting a date at a cozy coffee shop, coffee brings people together.
A Catalyst for Ideas: Many great ventures begin with a coffee talk in Vietnam. It’s where entrepreneurs discuss business ideas, friends brainstorm creative projects, and communities come together to share dreams and ambitions.
A Cultural Tradition: Whether it’s the bold, rich taste of cà phê sữa đá (iced milk coffee) or the slow-dripped perfection of a phin coffee, each cup is a reflection of Vietnam’s unique coffee culture.
At Toong, we honor this tradition and invite you to experience not just our coffee, but the cultural heartbeat of Vietnam that it represents.
Heritage and sourcing
Echoing Through Every Sip
From the sound of coffee dripping through a phin filter to the bold, rich taste of every cup, Toong captures the heart of Vietnam’s coffee culture. Whether you’re savoring a cold brew, indulging in a creamy cà phê sữa đá, or exploring the complexity of pour-over coffee, Toong invites you to experience the essence of Vietnam—one sip at a time.
Our Mission
At Toong, our mission is simple:
- Echo Vietnam’s Coffee Culture: Share the story of phin coffee and Vietnam’s coffee traditions with the world.
- Support Local Farmers: Partner directly with smallholder farmers to ensure fair trade and sustainability.
- Offer the Best Vietnamese Taste: We carefully select coffee from the finest Robusta beans, promising to deliver to the world the best Vietnamese flavor—strong yet refined, bold yet balanced.
Through our efforts, we aim to preserve Vietnam’s coffee heritage while inviting the world to experience it.