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Success Story with Tuan Huynh, Owner of Vietfive Coffee in Chicago
In the face of unprecedented challenges posed by the COVID-19 pandemic, small businesses across the United States have struggled to stay afloat. Among these entrepreneurs are Asian Americans, who have not only faced the economic fallout but also contended with rising incidents of discrimination and xenophobia. In times of crisis, support networks become essential, and one organization has emerged as a beacon of hope for Asian-owned businesses is the US Pan Asian American Chamber of Commerce (USPAACC).
One of the most significant contributions of USPAACC during these challenging times has been its assistance in accessing financial resources. As businesses grappled with revenue losses and uncertainty, securing loans and financial assistance became critical for survival. USPAACC stepped in to provide guidance and support, helping business owners navigate complex application processes and connect with lenders who understood their unique needs. One of the businesses that benefited from USPAACC’s support and guidance was Vietfive Coffee in Chicago.
Tuan Huynh came to the US at three years old with his family as one of the boat people from Vietnam. He had a successful career as a Creative Director at one of the top advertising agencies in Chicago. But a trip back to his hometown for the first time in 2019 forever changed his career and his life.
He said when he first tasted the coffee back home, it was the best thing he’s ever consumed and tried. In the specialty coffee space, Vietnam is the number one producer of Robusta coffee in the entire world, and they’re only right behind Brazil as the number two exporter of coffee in the world. So, he decided to forgo his corporate career and a steady paycheck and get into the Robusta coffee business, starting with coffee grown and harvested from his family farm, in the central highland of Vietnam.
He said he found the medium of coffee, as the connector of people. Coffee is the most consumed product in the entire world. Vietnam produces the best coffee in the world, but they haven’t gotten the credit they deserve. Therefore, he found his work both purposeful and missional. The name of his shop, Vietfive, is the direct translation of Vietnam, he wants to honor his five siblings, their five days at sea on the boat with fifty-five souls onboard. In numerology, “five” means making choices that leads to change and leads to freedom. Through their brand, they get to emphasize and tell their story in the US and in the world.
He said before the Pandemic, he has never heard of USPAACC, and he’s only been certified as an Asian-owned business by USPAACC for about a year. But USPAACC was instrumental in helping him get a loan. As a newer business with only one year in operation, they wouldn’t qualify for a lot of traditional loans out there. And after working with USPAACC for several months, they received a loan to help with inventory. Since they grow and harvest their coffee in Vietnam, the shipping and freight costs can get high, so the funds did help elevate some of the cash flow.
In terms of future plans, Tuan said he wants to scale by having a 2nd location, and to
develop a ready-to-drink coffee product. As a community focused business, they share their story first and build community through their doing, that’s in their model, in how they hire, from socially depressed areas. And they do it through the celebration of their Vietnamese culture. Their coffee is their story.
When I asked him about advice for other Asian/Asin American entrepreneurs, he said a lot of times, Asians came from war-torn countries, and people tend to consider Asia as third world. And with this narrative, Asians are being looked at as lesser, and our stories are somehow insignificant in the world platform. Things that are made in Asia are considered cheaper, considered less. Products coming from Asia are considered less valuable, and somehow it relates to its people as well. But Asians are a force, and Tuan wants to remind other Asian entrepreneurs, that each of us from the Asian continent who now resides in the US and around the world carry that force with us.
As the pandemic continues to present challenges and uncertainties, the work of organizations like USPAACC remains as crucial as ever. USPAACC didn’t just stop at providing financial assistance and support, they also offered educational resources and training programs to help businesses of all sizes, pivot their operations and grow. By providing a lifeline of support and resources, they not only help Asian-owned businesses survive but also thrive in the face of adversity. To learn more about USPAACC and their work, go to www.uspaacc.com.