“When Vietnamese coffee arrives in the United States, it's no longer Vietnamese coffee,” Sahra Nguyen remembers being told during a visit to Vietnam. Having just returned from another trip, she tells me, the specialty coffee scene is booming. But in the United States, she says, Vietnam’s coffee culture hasn’t translated: here, the country’s beans make up nondescript coffee blends, its identity ignored.

The daughter of refugees from north and south Vietnam, Nguyen grew up in Dorchester, Massachusetts, a neighborhood in South Boston that’s home to much of the city’s Vietnamese population. Still, when she learned that Vietnam is the world’s second largest producer of coffee, it came as a surprise. “I was like, why didn't I know that? Everyone I talk to is like, oh my god, Vietnam is? I've never heard of that,” Nguyen says.

Vietnamese producers benefit economically from selling their beans, no matter how they’re promoted, but Nguyen says, “No one knows about it, right? On an emotional, personal, and cultural level, I feel that pain—that's not fair.” To her, Vietnamese coffee is in need of uplifting: not just to diversify the American coffee scene, but to restore pride in a product that, to date, has been cast aside by the American specialty mainstream.

Vietnam produces over 3.6 billion pounds of coffee per year, almost all of which is exported. But as Nguyen experienced, many coffee drinkers don’t know they’re sipping Vietnamese beans; in many imaginations, Vietnamese coffee refers to dark roast swirled with sweetened, condensed milk—not respected, specialty beans. Historically, Vietnam’s coffee hasn’t ended up in production streams that pride visibility: instead, it’s shuffled into instant coffee or mass-market mixes. Unlike the vast majority of specialty coffee beans, most of Vietnam’s beans are robusta, a coffee varietal that’s cheaper than the more-popular arabica but sometimes considered to be lower quality.

In 2018, she officially launched Nguyen Coffee Supply, a coffee company that sources unroasted (“green”) beans directly from a single farmer in Vietnam, imports them, and roasts them in Brooklyn. The company currently sells its coffee online, but this week, NCS will open a daytime coffee shop called Cafe Phin in the Lower East Side Vietnamese restaurant An Choi. And Nguyen isn’t alone in her endeavor: In Philadelphia, a new specialty coffee company called Cà Phê Roasters is also roasting Vietnamese coffee beans and hosting pop-up cafes.

Coffee might not sound like the most obvious work for Nguyen, who has most recently worked as a journalist and filmmaker. As a teenager, she was involved in Asian American community organizing, and she’s carried that focus on social justice and representation into her documentary work. But it’s not her first foray into the food space either: in 2014, she and three other owners launched Lucy’s Vietnamese Kitchen in Brooklyn. All of that work, NCS included, she says, is guided by a similar thread. “I see it as another extension of my storytelling,” she says.

“The perception of Vietnam on the internet and in the industry is having inferior coffee because people [in the United States] haven't really uplifted the specialty coffee movement there,” Nguyen tells me. “I wanted to show people that there's so much more to Vietnam than instant coffee.” NCS currently offers two whole bean coffees: Courage, made with 100 percent single-origin arabica, and Loyalty, a 50-50 blend of arabica and robusta.

Part of the task of uplifting Vietnamese coffee, according to Nguyen, means working with robusta. Robusta might have a bad reputation in coffee snob circles, but it isn’t inherently bad, according to Will Frith, a specialty coffee expert based in Saigon (also called Ho Chi Minh). It catches flak for tasting oily, rubbery, and burnt because, as Frith tells me, plenty of it is: Because export regulations for robusta are more lax than those for arabica, it tends to be roasted more, and he says, “What people know as robusta is the taste of defects.” Nguyen gets green coffee beans, and after NCS roasts them, she says, the robusta beans yield nutty, dark cocoa notes.