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Charley Phung | Vietnamese Speciality Coffee Brand Builder

@charley.phung

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If the expression seems intense, it’s because the standard is uncompromising.

The Vietnamese Specialty Coffee and Culture, isn’t an aesthetic to be borrowed for clout. It’s a craft that demands respect and frankly, too few are willing to put in the quiet hours required to honor the people who actually build it from the soil up.

This transcends the cup. It’s a direct line to our heritage and a deliberate investment in the motherland. We aren’t a sudden movement; we are the continuation of a 170-year legacy.
This year, the focus shifts to the process behind the progress. We are documenting the relentless drive upward—a trajectory made possible entirely by the dedication of the farmers and producers we partner with.

Swipe to the final frame. The only race that matters is the one to the top. We’ll leave the race to the bottom for everyone else. vietnamese coffee taken in Chloé Cà Phê + Roastery by @charley.phung

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2 months ago

Clearly the content and level of which it is delivered, has changed. But overall I think you’ll see still see the three pillars blur the lines of each other.

As the owner of this car said to me “I’m not looking at no one’s taillights. I’m steering my own path”

Shoot-out to everyone who started this journey with me almost ten years ago, when I first announced that I joined Audi Business Innovation; effectively changing my life. Let’s hope the next ten years are just as exciting.

More cultural content, mix with some coffee, and sprinkled with car content of course. taken in Chloé Cà Phê + Roastery by @charley.phung

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2 months ago

Sometimes, actually a lot of times.

I final myself having to over explaining what I want to build, how to do it, and mostly how long it’s going to take when I’m funding it myself.

Cars, and more specifically car culture.. have brought me everything I have ever wanted out of life. And it’s all thanks to you guys and gals, in the car community that have supported me all these years. Words can’t express what it means, for me to have everyone trust in my vision. taken in Chloé Cà Phê + Roastery by @charley.phung

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a month ago

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6 days ago

The flag, and it’s people is only moving in one direction—up and to the right 🇻🇳📈 taken in Ho Chi Minh City, Vietnam by @charley.phung

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8 days ago

The prettiest flowers, don’t pick themselves baby.

So I have no doubts that every boy pretending to be a man, will whisper sweet nothings at you. But at three year’s old, you have shown me already—you’re so independent, all you don’t need anything but your own two hands.

@snowpeakcampfield @snowpeakusa @snowpeakportland taken in Snow Peak Campfield Long Beach by @charley.phung

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15 days ago

Ten days. Ten guests. One quiet line through our motherland. Because when we buy coffee? We’re not going to a foreign country, we’re going home ☕️🇻🇳 
The Chloé Cà Phê Vietnam Origin Tour returns this Fall 2026 — a founder-led coffee farm journey from Saigon through the Đà Lạt highlands, Đà Nẵng beach resorts, and Imperial City of Huế. 
Cup with certified Q-Graders in Saigon, tasting some of the rarest coffee’s coming out of Vietnam right now.  Get hands on, and harvest coffee with the families behind our 85+ point arabicas.   Walk with wild Liberica groves in the northern highlands, with breathing landscapes.  Everything is handled by our team, once in country — flights, hotels, meals, VIP VISAs processing — so you can focus on the cup. 
Spaces are strictly limited to 10. SO BOOK NOW!! 
🔗 Full itinerary + early-interest list at the link in bio →  https://chloe-caphe.com/pages/vietnam-origin-tour 
#VietnamCoffeeTour #CoffeeOriginTrip #SpecialtyCoffeeVietnam #DaLatCoffeeFarm #VietnameseCoffee taken in Chloé Cà Phê + Roastery by @charley.phung

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a month ago

One of only two, manual @marcphilippgemballa in the world, personally spec by the legend himself @valbabiy.

Thank you @n.thoma20 so much for the warm hospitality and being so gracious with your time, giving us a tour of the new location @grandprixmotorcars location.

And a special shout-out my brother @tylerum for always making sure our PDX cars and coffee experience is top tier 💐 taken in Portland, Oregon by @charley.phung

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a month ago

My father named me Phùng Hoàng Gia.

Translated, it means the royal family, or the heir to one. But when I first crossed the ocean to America years ago, that name was suddenly stripped of its weight. I was made to feel like it meant nothing. I learned the language in the glow of a television screen, watching Forrest Gump, listening to a man say he went all the way to Việt Nam looking for a guy named Charley, but never found him.

So, I took the name. Here I am. Found.

For a long time, I was caught in the in-between. Because I was born in Việt Nam, I felt I could never truly fit the mold of America. Yet, when I finally returned to the soil of my birth, the glances I caught told me I was an outsider there, too. I found myself asking: where is my quê hương? Where is my true homeland?

At first, that displacement was an uncomfortable silence. But the road teaches you how to use what you’re given.
Today, that non-existent space—that cultural gray area—is my greatest advantage. I understand my role as a Vietnamese man, and the deep duty I bear to my people. And to push that mission as far down the road as it can possibly go, I fuel it with American drive and currency.

Dirty hands. Clean money.

It is the grit that allows me to bring everyone I care about back into the fold of the very culture we came from. I get to walk alongside my brothers and sisters down a road that impacts every single touchpoint. From the calloused hands of the laborers at the farm, to the producers, the logistics teams, the final pour of our cà phê, and the patrons who vote for our vision with their dollars.

Success is one thing. But I am humbled by the privilege to do more than just build a business. I get to make a lasting impact on my people. Not just a community, but a legacy.

Because when I buy coffee? I don’t go to a foreign country, I go home 🇻🇳 taken in Chloé Cà Phê + Roastery by @charley.phung

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3 months ago

AM HIỂU ĐỊA PHƯƠNG VƯƠN TẦM QUỐC TÊ.
—translation
LOCAL WISDOM LEADS TO GLOBAL ASPIRATIONS
—too long didn’t read
YOU BETTER FUCKING LOVE TEA IF YOU WANT TO BE IN COFFEE WORLD. IT’S A LOT DRAMA AND BACK STAPPING.

Anyways, working hard? or hardly working? I don’t know, but my brothers and sister are shoulder to shoulder, ready to show the world.. Vietnam has a place in speciality coffee 🇻🇳📈

PS IF You want to buy green vietnamese coffee, or roasted, you don’t have to spend hours playing defective on the internet to guess who I buy from or represent. This professional yapper did all the hard work for you, just email info@chloe-caphe.com and we can we you up as a white label, or private label. taken in Chloé Cà Phê + Roastery by @charley.phung

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4 months ago

If you’re reading this? I’m deep asleep. It’s a schedule post.

But I’m not dreaming of a better Vietnam, I don’t need to anymore. It’s already here.

My daughter will grow up seeing Vietnam as home, quê hương. Paradise without paranoia of the government because of trauma, that her grandma experience after The War.

Have a nice day. taken in Ho Chi Minh City, Vietnam by @charley.phung

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4 months ago

Thank you mom, for renting all those Hong Kong — Chow Yun Fat and Andy Lau VHS movies where they played Vietnamese refugees. Because of you, I understand Canto; but can barely speak it. That and the fact that your grandpa was also from Hong Kong 🇭🇰

Anyways, Chloé lowkey might grow up to be an art ho that lives between Asian and North America, drinking nothing but speciality coffee. taken in Conrad Hong Kong by @charley.phung

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4 months ago