How It All Began
Our flagship location traces its roots back to 2013, when founder Jason Weimer began selling locally sourced coffee beans from his apartment in Bangkok. What started as a simple venture quickly grew into a retail space the following year, built on a passion for quality and connection. Jason’s journey began long before that—as a college student relying on cheap coffee loaded with sugar and cream—eventually evolving into a vision for something better. Today, that vision lives on through a commitment to keeping things simple, authentic, and locally sourced, grounded in the belief that coffee has the power to bring people together.
Our Story
Simple Coffee’s story in Hanoi began in 2015 with the wholesale distribution of coffee sourced from the northern highlands of Vietnam, rooted in a desire to do excellent business while creating meaningful impact. In 2018, that vision took shape in a physical space with the opening of our first retail shop in the Tay Ho area of Hanoi - a place designed not only to serve quality coffee, but to embody our belief that business can be a force for good. This commitment to both strong business practices and a social bottom line has guided every step of our journey.
But Simple Coffee serves more than just great coffee – we serve community. Our team reflects a wide range of strengths, experiences, and ways of working, coming together to serve our customers and one another. We also proudly serve as a job skills training partner for Imago Work, a job skills training program for young adults with intellectual disabilities. We believe that workplaces where everyone belongs create stronger teams and inspire more compassionate communities, and we hope to be a model for others to do the same.
In 2023, we entered a new chapter by moving to our current location in Starlake, expanding our ability to serve our community while staying true to the heart behind Simple Coffee. Rooted in a commitment to quality, sustainability, human-centered engagement, and inclusive employment, Simple Coffee is designed to be both a thriving business and a vehicle for good—offering not just a product, but an experience that reflects care at every level, from farmer to barista to customer.
Our Timeline
The first Simple Coffee retail shop opens in Bangkok, bringing the brand directly to customers.
2014
Simple Coffee opens its first café and roastery in the Tay Ho District area, marking its expansion into Vietnam’s retail coffee scene.
2018
The company relocates to the growing Starlake area, continuing to expand its presence in the city.
2023
2013
Founder Jason Weimer launches Simple Coffee from his apartment in Bangkok, offering locally sourced, high-quality Arabica coffee beans.
2015
A second Simple Coffee initiative begins in Hanoi, focusing primarily on wholesale distribution of locally sourced coffee beans.
2020
Simple Coffee launches an official partnership with Imago Work, supporting vocational training for young adults with intellectual disabilities.
We are proud to partner with Imago Work, a program dedicated to providing dignity and greater independence for young adults with cognitive differences through life skills, social skills, and job skills training. As a partner business, Simple Coffee helps support this mission by offering hands-on training, internships, and potential employment opportunities—creating pathways for meaningful work and personal growth.
From Farm to Cup
We source our coffee from the Son La region of Vietnam’s northern highlands, where local farmers grow and process coffee with care using clean, sustainable methods. By partnering locally, we’re able to support the communities behind the coffee while highlighting the unique character of the region. Techniques like water washing and raised drying beds help preserve flavor purity and ensure a clean, consistent cup from harvest to roast.
