PHASE 1 (2000): A LEGACY OF EXCELLENCE – WHERE GLOBAL HARMONY MEETS THE VIETNAMESE SOUL

In 2000, Rainbow Vietnam laid the first brick for its heritage journey. Originating from a group of experts working at British and Dutch multinational corporations, the founders brought a global, systematic mindset to illuminate the hidden values of Vietnam’s agriculture.

Beyond mere numbers, we embarked on an expedition to the heartlands of Cầu Đất and Buôn Ma Thuột. Amid the vast highlands, a profound connection with the Ê Đê community ignited a powerful belief: Vietnamese agricultural products are not just commodities, but national treasures. It was here that the philosophy “From Farm to Food” was officially born—a declaration to elevate local produce through Vietnamese ingenuity, setting new standards of sophistication and sustainability from the very roots.

PHASE 2 (2002): THE RAINBOW ASPIRATION – A HARMONY OF NATURE & HUMANITY

Building upon international heritage and the Vietnamese spirit, Rainbow Vietnam was officially established—a sustainable agricultural ecosystem created by Vietnamese people. The name Rainbow was proudly chosen, symbolizing the perfect harmony between nature and humanity, and embodying a promise of prosperity and favorable conditions.

Bringing the “From Farm to Food” philosophy to life, we developed a refined closed-loop production model. Each color of the Rainbow represents a premium product category, laying the foundation for a Green – Clean – Sustainable brand, elevating Vietnamese agricultural products to the global stage.

PHASE 3: RETURNING TO MOTHER EARTH

Rainbow Vietnam shaped its heritage journey by unlocking premium specialty sourcing regions: Robusta from Buôn Ma Thuột, ancient tea from Thái Nguyên and Hà Giang, along with rich cacao and coconut from Bến Tre and Trà Vinh. Each land is a treasure of terroir that we carefully cherish.

Premium value is distilled through the hands of indigenous communities such as the H’Mông, Ê-đê, Cơ-ho, Bru-Vân Kiều, and Chơ Ro. By honoring generations of agricultural wisdom, Rainbow establishes a philosophy of Green and Sustainable Agriculture—where the essence of nature and cultural identity harmonize to create truly unique taste experiences.

PHASE 4 (2002): LION CAFÉ – ‘BLACK GOLD’ SEEDS, DISTILLED FROM THE SPIRIT OF BUÔN HỒ

In 2002, Lion Café was established in the “coffee capital” of Krông Buk – Buôn Hồ, marking Rainbow Vietnam’s first coffee farm. Amid the vast highlands of Đắk Lắk, we partnered with the Ê Đê community and migrant farmers to build a sustainable farming model from the roots. Each coffee bean embodies the harmony between the spirit of Heaven and Mother Earth, and the year-round dedication of local farmers. Adhering strictly to an Organic orientation, Lion Café is not merely a beverage, but a representation of the essence of Vietnamese coffee culture reaching out to the global map.

PHASE 5 (06/06/2006): BUILDING A CLOSED-LOOP ECOSYSTEM – EUROPEAN TECHNOLOGY & VIETNAMESE IDENTITY

On June 6, 2006, Rainbow Vietnam was officially established, completing its closed-loop Organic agricultural ecosystem. This milestone marked the beginning of the “From Farm to Food” journey—where the indigenous spirit of the Ê-đê, Cơ-ho, Bru-Vân Kiều, and Chơ Ro communities harmonizes with premium processing technology.

Through strategic partnerships with Canada and the adoption of roasting technology aligned with German standards, we established an international-quality foundation under the guidance of European experts. Rainbow affirms its position as a Vietnamese brand of global stature—harmoniously connecting traditional values with future technology.

PHASE 6 (12/12/2006): AFFIRMING POSITION – A GLOBAL GATEWAY BUILT ON RIGOROUS STANDARDS

December 12, 2006 marked a golden milestone as the first batches of Lion Coffee officially crossed the ocean. Through a strategic alliance with Canada, Rainbow Vietnam proudly entered the European market and international retail systems, meeting and conquering the most stringent technical standards.

The strength of the brand is validated by prestigious certifications such as HACCP, ISO 22000:2018 (URS), and the PQI environmental management system. This marks a proud transformation, affirming our capability for global integration through premium quality and enduring credibility—bringing the essence of Vietnam to shine on the international stage.

PHASE 7 (2007): WINNING THE VIETNAMESE PALATE – IGNITING IDEAS & THE SPIRIT OF VIETNAM

In 2007, Rainbow Vietnam undertook the mission of bringing premium coffee beans back to serve the domestic market. We shortened the distance from farm to cup each day, ensuring absolute freshness and full traceability in line with the “From Farm to Food” standard.

Through a professional distribution network across MT, GT, and HORECA channels, Lion Café spreads the culture of pure coffee into every living space. With the aspiration that Vietnamese people can fully enjoy the essence of their own homeland, we convey the message: “Awakening Ideas – Awakening the Vietnamese Spirit” — a bold affirmation of the identity and intellect of a leading coffee nation.

PHASE 8 (2008): LION CAFÉ & THE INTELLECTUAL ARENA – A COMPANION TO CHAMPIONS

In 2008, Lion Café proudly made its international mark by becoming the official sponsor and beverage of the World Youth Chess Championship (Vũng Tàu). Amid an intellectual arena gathering over 900 players from 72 countries, Lion Café stood as a symbol of clarity and sustained alertness.

In every intense match, the flavor of Lion Café accompanied young international talents, inspiring strategic moves. With the message “Stay alert with Lion Café – Awaken ideas to win,” we not only promoted local flavors but also affirmed the harmony between the essence of Vietnamese agriculture and human intellect.

PHASE 9 (2009): CULTURAL AMBASSADOR – REFINED FLAVORS SHINING WITH GLOBAL BEAUTY & BUSINESS ELITES

In 2009, Lion Café was honored to serve as the Specialty Coffee Ambassador at the Mrs. World pageant. Far beyond an ordinary beverage, Lion Café was respectfully presented to global businesswomen and beauty representatives as a heritage gift—embodying the essence and cultural identity of Vietnam.

Lion Café’s presence at this international-scale event not only affirmed its premium quality but also served as a refined cultural bridge. We take pride in promoting the image of Vietnam and its people through authentic values, transforming each cup of coffee into a warm and proud greeting to friends around the world.

PHASE 10 (2010): SUSTAINABLE SYNERGY – CONTINUING THE HERITAGE STORY WITH THE Ê ĐÊ, CƠ-HO, BRU-VÂN KIỀU, AND CHƠ RO COMMUNITIES

In 2010, Rainbow Vietnam established a new benchmark in agricultural cultivation by advancing the model of Pure Specialization Farming. We strengthened strategic partnerships with local communities, particularly the Ê Đê people, to implement a philosophy of natural farming while preserving a rich and diverse ecosystem.

This journey goes beyond optimizing coffee quality; it is also a commitment to preserving indigenous cultural heritage that is gradually fading. Rainbow remains steadfast in linking premium quality with social responsibility, creating a circle of Sustainable Synergy—where the value of Vietnamese agricultural products is elevated through a deep respect for people and the land.

PHASE 11 (2011): LIONKING PREMIUM – A SYMBOL OF ELITE LUXURY & A MULTI-SEGMENT ECOSYSTEM

In 2011, Rainbow Vietnam transitioned toward a strategy of deep growth. The LIONKING Premium Coffee line was officially launched, carrying the mission of elevating Vietnamese coffee beyond the perception of quantity and toward the realm of Specialty Coffee. With its refined design and superior quality, LIONKING is not merely a beverage but a heritage gift—an emblem of elevated taste and premium lifestyle.

Alongside the premium segment, the 007 Coffee line was also introduced, with the mission of making clean coffee accessible to everyday life. This combination enabled Rainbow to complete a multi-segment ecosystem, affirming the philosophy that—at every level—Vietnamese consumers deserve to enjoy the purest agricultural values.

PHASE 12 (2013): ROBINSON FARM – THE ART OF REFINING ESSENCE FROM MISTY MOUNTAIN PEAKS

In 2013, Rainbow Vietnam completed its “Farm to Food” ecosystem with the launch of Robinson Farm. This marked a journey to conquer the renowned “treasure valleys” of tea in Hà Giang, Sơn La, and Thái Nguyên. We proudly introduced the ancient Shan Tuyết tea line, harvested from mist-covered mountain peaks—capturing the thousand-year essence of nature and sky.

In collaboration with the H’Mông community in the highlands of Bắc Yên, Robinson Farm integrates indigenous knowledge with advanced research to optimize L-theanine content. Through proprietary processing techniques, we deliver not only a refined flavor but also elevate Vietnamese tea into a functional experience—naturally enhancing mental clarity and relaxation.

PHASE 13 (2014): GAMA NUTRITION – THE GOLDEN LINK IN THE NUTRITIONAL VALUE CHAIN

In 2014, Rainbow Vietnam completed its “From Farm to Food” vision by making a strategic entry into the nutrition industry. We established a specialized partnership with Victoria (Australia)—a globally trusted symbol in dairy—combining premium international milk and grains with Vietnam’s specialty cacao.

The Gama Nutrition brand was launched, offering premium cacao and nutritional cereal products that fully meet modern healthy living trends. By maintaining a closed-loop system with strict quality control from raw materials to finished products, Rainbow goes beyond providing food—it builds a foundation for sustainable well-being, affirming its position as a diverse and human-centered food group.

PHASE 14 (2015): GOING GLOBAL – PRODUCTS LEAD, CULTURE FOLLOWS

The year 2015 marked Rainbow Vietnam’s remarkable expedition onto the global trade map. Guided by the philosophy “Products Lead – Culture Follows,” we brought the essence of Vietnamese coffee, tea, and cacao to conquer the world’s most demanding markets through meticulous craftsmanship and a distinct cultural identity.

The brand officially established its presence in the United States, Canada, Japan, and South Korea, while leading the wave of exports across the ASEAN region. Lion Café is not merely placed on international supermarket shelves as a product, but serves as a “Cultural Ambassador”—telling the story of Vietnam’s spirit and intellect through premium quality and enduring credibility.

PHASE 15: TECHNOLOGICAL BREAKTHROUGH – PRESERVING AUTHENTICITY IN EVERY FREEZE-DRIED CRYSTAL

Entering the era of innovation, Rainbow Vietnam set a new quality benchmark by applying advanced freeze-drying technology from Germany. We proudly introduced our freeze-dried coffee line and pure Americano—masterpieces that preserve the original flavor, delivering “absolute purity – exceptional taste” in every crystal. Carefully selected from premium organic coffee beans and crafted through a distinctive Robusta–Arabica blending art by experts, these products represent not only a technological breakthrough but also a commitment to pure, natural values.

This milestone marks a significant leap forward, positioning Rainbow at the forefront of modern consumer trends: convenience without compromising sophistication. With the mindset of an international marketing expert, I will refine Phase 17 to further highlight the product’s distinct uniqueness and elevate the brand’s global stature on the world trade map.

PHASE 16 (2017): AFFIRMING GLOBAL CAPABILITY – AUTHENTIC MASTERPIECES CONQUERING THE WORLD

In 2017, Rainbow Vietnam created a major breakthrough by conquering the Chinese market and expanding to more than 30 countries with product lines infused with the “genetic code” of Vietnamese culture. The standout star was the Lion Coconut Cappuccino 4-in-1—a uniquely crafted symphony of flavors blending the deep, roasted intensity of Buôn Hồ coffee with the rich creaminess of Trà Vinh coconut essence, setting a new benchmark for premium instant coffee.

The successful signing of a series of multinational export contracts not only affirms large-scale production capabilities but also demonstrates the strong appeal of Vietnamese agricultural products. Rainbow continues to realize its mission of bringing the essence of the homeland to the global stage, reinforcing its credibility and establishing a solid position on the world map of specialty products.

PHASE 17 (2018): THE POWER OF CONNECTION – WHEN VIETNAMESE AGRICULTURE TOUCHES THE HEARTS OF THE OVERSEAS VIETNAMESE COMMUNITY

In 2018, Rainbow Vietnam was honored to participate in the Global Overseas Vietnamese Economic Forum in South Korea, marking the beginning of a mission to connect millions of Vietnamese hearts abroad. Through the unifying strength of the overseas Vietnamese community, each Rainbow product becomes a cultural bridge, bringing Vietnamese agricultural products deeper into international life.

With the message “Awakening the Power of Vietnamese Connection,” many overseas Vietnamese have become ambassadors and strategic partners, helping the brand expand strongly within their local markets. Rainbow affirms that community value is the most solid foundation for Vietnamese agricultural products not only to conquer markets, but also to earn lasting trust and affection worldwide.

PHASE 18 (2019): ASEAN MILESTONE – WINNING TRUST IN THE LAND OF GOLDEN TEMPLES

In 2019, Rainbow Vietnam made a strong regional mark with an impressive presence at the Vietnam Goods Week in Thailand, in collaboration with the Ministry of Industry and Trade and Central Group. Surpassing rigorous standards, our products quickly expanded across supermarket systems and premium HORECA channels throughout the Land of Golden Temples.

At its very first debut, Rainbow was honored to be voted as a “Consumer Favorite Product.” This achievement not only opened wide the doors to the ASEAN market but also affirmed the strength of Vietnamese agricultural products: when premium quality goes hand in hand with a distinctive identity, it can truly win the hearts of even the most discerning customers in the region.

PHASE 19 (2020): DIGITAL TRANSFORMATION – FROM FARM TO TABLE IN “ONE TOUCH”

In 2020, Rainbow Vietnam made a breakthrough in its journey toward quality standardization and comprehensive digital transformation. We proudly launched Foodworld.vn—a strategic e-commerce ecosystem that eliminates all distances, directly connecting the finest products from farm to every family’s table.

In the digital era, Rainbow goes beyond selling products—it delivers transparency and trust. Expanding across multi-channel digital platforms allows us to optimize the customer experience while strengthening the “From Farm to Food” value chain. This marks a pivotal milestone, affirming our position as a high-tech agricultural group, consistently pioneering to bring convenience and absolute peace of mind to modern consumers.

PHASE 20 (2021): RESILIENCE IN TIMES OF CHANGE – CREATING A NEW POSITION THROUGH INNOVATION

In 2021, amid global uncertainties, Rainbow Vietnam remained steadfast in its strategy of “Stability Maintenance – Innovative Breakthrough.” We not only safeguarded a seamless supply chain but also carried out a transformative restructuring, elevating product quality to a new standard.

Rainbow successfully captured the modern consumer generation, including Gen Z, with a dynamic and convenient product portfolio—from refined drip bag coffee to barista-style Cappuccino, Latte, and Macchiato lines. This stands as a testament to the agility of a heritage brand: continuously evolving to lead new lifestyle trends, where convenience harmonizes with elevated taste.

PHASE 21: A 20-YEAR ASPIRATION AND BEYOND – SHAPING THE ERA OF GREEN AGRICULTURE

Marking its remarkable 20-year milestone, Rainbow Vietnam not only reflects on a legacy journey but also confidently opens a new chapter with the vision of “Green – Modern – Integrated Agriculture.” We remain steadfast in placing people at the center, with quality and transparency as the guiding principles for every step toward sustainable growth.

In this phase, Rainbow concentrates its full efforts on comprehensive digital transformation—from intelligent governance and precise quality control to multi-layered distribution systems. We are ready to evolve beyond being an agricultural enterprise to become a symbol of modern Vietnamese values, deeply integrated into the global supply chain with integrity and environmental responsibility.