SHIN Coffee (SHIN Cà Phê)

What SHIN Coffee (SHIN Cà Phê) does

SHIN Coffee (SHIN Cà Phê), legally Công Ty Cổ Phần Cà Phê Golden Beans, is a Vietnamese specialty coffee producer founded around 2015 and registered in Ho Chi Minh City in October 2017, operating as a member company of PAN Group. The company runs a closed-loop 'From Farm to Cup' production model that sources green beans from seven specialty regions across Vietnam — Sơn La, Khe Sanh, Đà Lạt, A Lưới, Pleiku, Kontum, and Điện Biên — and processes them using Natural, Washed, and Honey methods under SCA standards with CQI/R-Grader quality control. Roasting is conducted at a Hiệp Phước Industrial Zone facility using Swiss BUHLER hot-air machines (60 kg/batch, up to 1,000 tons/year capacity).

The product portfolio spans whole-bean, ground, instant, paper drip, dip bag, manual-brew, espresso, organic, and gift formats, plus SHIN Heritage retail concept stores. Revenue is generated through three streams: B2B (export distribution, HORECA and supermarket supply, private-label/OEM manufacturing), B2C (own e-commerce storefront at shincaphe.com, SHIN Heritage stores, corporate gifting), and direct exports. Named export customers include TJX-owned retailers HomeGoods, HomeSense, and Winners, plus enterprise customer Royal.

The company has invested in international certifications (FSSC 22000, HACCP, ISO 22000:2018, Halal) to enable retail and HORECA access in export markets, and participated in the World Bank-funded VNSAT project (2015–2020) and Vietnamese embassy promotional events in markets including Saudi Arabia. SHIN Cà Phê's strategic positioning sits at the intersection of Vietnamese origin storytelling, sustainable sourcing with ethnic-minority farmer networks, and value-added specialty processing for both domestic premium retail and international export channels.

Name

SHIN Coffee (SHIN Cà Phê)

Legal name

Công Ty Cổ Phần Cà Phê Golden Beans

Website

https://shincaphe.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

SHIN Coffee (SHIN Cà Phê) is a Vietnamese specialty coffee producer and PAN Group member that sources from 7 origin regions, roasts at a BUHLER-equipped facility, and sells via B2B export/HORECA, private-label/OEM, e-commerce, and SHIN Heritage retail stores.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee
• Coffee roasting
• B2B coffee supply
• Green coffee beans
• Vietnamese coffee

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. B2B Product Sales: Sale of branded SHIN coffee products to business customers including export sales, distribution to retailers and cafes, supply to supermarket and HORECA (hotel/restaurant/cafe) channels, and private-label/OEM manufacturing services.
2. B2C Retail: Direct-to-consumer sales of packaged coffee products (whole bean, ground, instant, drip bag, and tea bag formats) through the company's e-commerce website, physical retail/shows (SHIN Heritage), and corporate gifting.
3. Export Sales: Export of SHIN specialty coffee products to international markets. The company maintains export partner relationships and participates in international trade promotion activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

SHIN Cà Phê is a Vietnamese specialty coffee producer and brand that operates a vertically integrated 'From farm to cup' production chain sourcing green coffee from 7 specialty regions of Vietnam (Sơn La, Khe Sanh, Đà Lạt, A Lưới, Pleiku, Kontum, Điện Biên), roasts using Swiss BUHLER hot-air technology, and sells packaged specialty coffee products across multiple formats (instant, drip bag, dip bag, espresso, phin filter, manual brew, organic, landscape coffee). The company serves both B2B customers (export partners, retailers, HORECA, private-label/OEM) and B2C customers (e-commerce, SHIN Heritage retail stores, corporate gifting).

Product overview

SHIN Coffee operates a diversified specialty coffee portfolio built around regionally-sourced Vietnamese coffee beans. The company controls a fully integrated 'From Farm to Cup' supply chain covering cultivation across 7 specialty origin regions (Sơn La, Khe Sanh, Đà Lạt, A Lưới, Pleiku, Kontum, Điện Biên), processing, roasting, and retail. The product portfolio is organized into multiple brewing categories: Cà Phê Hoà Tan (Instant Coffee), Cà Phê Phin Giấy (Paper Drip), Cà Phê Túi Nhúng (Dip Bags), Cà Phê Pha Máy (Espresso/Machine Brew), Cà Phê Pha Phin (Traditional Phin Filter), Cà Phê Pha Thủ Công (Manual Brew), Organic products, Gifts & Merchandise, and Tools & Equipment. Specialty regional blends carry the terroir of named Vietnamese growing regions. In parallel, SHIN operates SHIN Heritage retail cafés and offers B2B services (export, distribution, private label) and B2C services (retail packages, corporate gifts). The landmark 2022 launch of Cà Phê Cảnh Quan (Landscape Coffee) introduced Vietnam's first forest-canopy-grown coffee through the VnSAT sustainability project.

Differentiator

Problem solved

Functional benefit

Products and services

• Cà Phê Hoà Tan (Instant Coffee) Instant coffee products including Arabica Freeze-Dried Instant Coffee Probiotic, Arabica Freeze-Dried Instant Coffee, 3-in-1 Instant Coffee, and 2-in-1 Instant Coffee, designed for convenient home or office preparation.
• Cà Phê Phin Giấy (Paper Drip Coffee) Paper drip bag coffee containing freshly ground roasted coffee, providing the convenience of a portable phin-style brew using Japanese filter membrane technology to preserve authentic flavor.
• Cà Phê Túi Nhúng (Coffee Dip Bag) Single-serve coffee dip bags filled with measured amounts of ground roasted coffee, steeped like tea for convenient preparation at home, office, or while traveling.
• Cà Phê Pha Máy (Espresso / Machine Brew Coffee) Coffee products designed for espresso machines, including premium specialty coffees and coffee for commercial cafes, restaurants, and hotels. Features multiple blend profiles (E1, E2, E3, Espresso Classico) with varying roast levels and flavor profiles.
• Cà Phê Pha Phin (Phin Filter Coffee) Coffee blends formulated for traditional Vietnamese phin filter preparation, including specialty regional blends (Sơn La, Khe Sanh, Đà Lạt, Pleiku Robusta, A Lưới) and traditional blends (Phin F1, F2, F3, F-MT, Phin Robusta Honey, Phin Classic, Phin Classico) at various roast levels.
• Cà Phê Pha Thủ Công (Manual Brew Coffee) Coffee products designed for manual brewing methods including pour-over and French press, including premium specialty coffees, specialty regional coffees, and specialty coffees in tin boxes with various regional origins and roast profiles.
• Landscape Coffee (Cà Phê Cảnh Quan) Vietnam's first coffee grown under forest canopy, produced from the VnSAT sustainable agriculture project. Coffee is cultivated under natural forest shade using organic farming methods with no chemicals or pesticides, reflecting environmental protection and ecosystem preservation.
• Sản Phẩm Organic (Organic Coffee Products) Organically grown coffee products meeting organic farming standards, including Organic Coffee product category and organic drip/tissue bag formats.
• Quà Tặng & Exclusive Merchandise (Gifts & Exclusive Merchandise) Gift products and exclusive branded merchandise including collection gift sets in creative, cultural, and thoughtful themes, including corporate gifting options.
• SHIN Heritage (Specialty Coffee Retail Concept) SHIN's flagship specialty coffee experience location, featuring regionally-inspired interior design (e.g., Tây Bắc/Northwest Vietnam concept at 'Nhà của Mị') at 110 Vũ Huy Tấn, Bình Thạnh, HCMC. Offers specialty coffee brewed to order alongside curated ambiance that reflects Vietnam's diverse coffee culture and regional heritage.
• B2B Services (Export, Distribution, HORECA, Private Label) Business-to-business services including export cooperation, SHIN Coffee product distribution, supply to supermarket channels, coffee shops, and hotels, and private-label/OEM manufacturing services for partners.
• B2C Services (Retail Packages, Corporate Gifts, SHIN Heritage) Direct-to-consumer retail services including home and office coffee packages, corporate gifts, and SHIN Heritage display points/experiences.

Quantifiable outcome

• Roasting facility with capacity of 1000 tons/year and 60kg/batch BUHLER machines
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• VNSAT (Vietnam Sustainable Agricultural Transformation Project)coreStrategic or Co-development Partner · 1 January 2015SHIN Cà Phê participated as the representative coffee company of PAN Group within the VNSAT project (World Bank-funded, 2015-2020), forming specialty coffee value chains in the Central Highlands coffee landscape areas. VNSAT introduced sustainable farming areas and connected SHIN to ethnic minority farmer networks across 5 Central Highlands provinces (Đắk Lắk, Đắk Nông, Gia Lai, Kon Tum, Lâm Đồng). The project supported replanting, infrastructure, equipment, and sustainable farming training for approximately 63,000 farming households.
• PAN Group (Tập đoàn PAN)coreOthersSHIN Cà Phê is a member company of PAN Group, Vietnam's leading agricultural group. PAN Group functions as parent company providing strategic direction, resources, and distribution network access. Within the PAN ecosystem, SHIN represents the specialty coffee vertical, and PAN facilitates SHIN's participation in government-supported projects like VNSAT and international trade activities.
• SCA (Specialty Coffee Association)coreStrategic or Co-development PartnerSHIN Cà Phê adheres to SCA (Specialty Coffee Association) processing standards and SCA cupping protocols for quality control across its production chain. All processing steps including processing methods, drying, and quality inspection follow SCA standards.
• BUHLER GroupcoreTechnology or IntegrationSHIN Cà Phê uses BUHLER smart hot-air roasting machines manufactured in Switzerland for its roasting operations. BUHLER equipment enables consistent 60kg per batch roasting with high precision temperature control, supporting production capacity of up to 1000 tons/year.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• JDE Peet's: Global coffee and tea group behind brands like Douwe Egberts and Peet's; competes in HORECA, retail, and private-label specialty coffee — comparable as an export channel competitor to SHIN's B2B offering.
• Highlands Coffee: Vietnamese coffee chain and packaged coffee brand with retail cafés and HORECA presence; overlaps with SHIN's retail/café and packaged coffee operations but at significantly larger scale.
• Trung Nguyen Legend: Vietnam's largest domestic specialty coffee brand with extensive product portfolio, franchise cafés, and export operations — comparable category but at much larger scale and broader geographic footprint than SHIN.
• Lavazza: Italian global coffee incumbent with strong espresso, capsule, and HORECA business; comparable as a competing premium coffee brand competing for HORECA and retail shelf space alongside SHIN in export markets.
• Nestlé Vietnam: Global beverage CPG incumbent with broad Vietnamese coffee portfolio (Nescafé, Nespresso) competing across retail and HORECA; relevant benchmark for scale, distribution, and brand investment that SHIN must outflank.

Direct peers

• Heart Coffee Roasters: Specialty coffee roaster with direct-trade sourcing, single-origin emphasis, café/retail, and wholesale distribution — analogous business model to SHIN at smaller US scale, useful as a comparable specialty operating model.
• La Viet Coffee: Vietnamese specialty coffee roaster and CPG brand with vertically integrated sourcing, multi-region blends, and both B2B export and B2C e-commerce presence — directly comparable specialty positioning to SHIN.
• Bosgaurus Coffee Roastery: Vietnamese specialty micro-roastery sourcing from single-origin Vietnamese farms, packaging for retail and HORECA, with similar origin-driven brand positioning to SHIN.

Emerging players

• Nguyen Coffee Supply: Vietnamese-American specialty coffee brand focused on Vietnamese beans and Robusta premiumization with US retail distribution — comparable specialty positioning with a different geographic anchor.
• Manketti Coffee Roasters: Vietnamese-origin specialty coffee roaster serving export and B2B channels with multi-region blends — overlaps with SHIN's B2B/export specialty positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SHINCaPhe
• Facebookfacebook.com/Shincaphevn
• LinkedInlinkedin.com/company/shincaphe
• Instagraminstagram.com/shincaphevn/?igsh=b2V6bWpxdGE3dHR5

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHIN Coffee (SHIN Cà Phê)