How It All Began
The story of Simple Coffee began in 2013, when founder Jason Weimer started selling locally sourced coffee beans from his apartment in Bangkok. What began as a simple venture soon grew into a neighborhood café, inspired by his passion for great coffee and genuine connection. Two years later, that same vision found a new home in Hanoi, where Simple Coffee continues to be shaped by a commitment to quality, community, and meaningful impact.
Our Story
Simple Coffee began in Hanoi in 2015 with a vision to serve exceptional coffee while creating meaningful impact. What started as a wholesale coffee business grew into our first location in Tay Ho in 2018—a place where our passion for specialty coffee and our desire to serve people came together.
As we grew, so did our understanding of the power of meaningful work. We recognized that employment opportunities are not equally accessible to everyone, inspiring us to create a workplace where people of diverse backgrounds and abilities can develop practical skills, gain confidence, and contribute in meaningful ways. Today, job skills training and employment are an integral part of who we are.
In 2023, we entered a new chapter with the opening of our Starlake location. Sharing a home with IMAGO has allowed us to deepen that vision, bringing exceptional coffee, intentional training, and authentic community together under one roof.
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.
Community Engagement
We believe the most meaningful spaces are the ones where people don’t just pass through—they participate, contribute, and feel a sense of connection. At Simple Coffee, we’re intentional about cultivating that kind of environment, where community is not just present, but actively lived out.
We express this commitment in a variety of ways throughout the year. Our annual Christmas Market highlights products created by individuals with disabilities, celebrating creativity, entrepreneurship, and inclusion. We open our doors to events that bring people together—like wine tastings, book fairs in partnership with local publishers, and hands-on art classes that invite both creativity and connection.
