Kuala Lumpur, October 2025 — There’s a new buzz in town for coffee lovers who crave something real. Introducing Sai Ngon Coffee, a proudly Malaysian ready-to-drink brand inspired by the lively coffee culture of Vietnam.
Born from the vibrant streets of Saigon, Sai Ngon Coffee captures the authentic flavour of Vietnamese coffee, bold, smooth, and full of character. Made from 100% real brewed Robusta beans, not instant coffee, every can is crafted to give you that perfect coffee kick wherever life takes you.
“We wanted to bring the real Vietnamese coffee experience to everyone, something you can enjoy anytime, anywhere,” said Jonathan Bong, founder of Sai Ngon Coffee. “It’s not just coffee; it’s a taste of Vietnam in every sip.”
A Story That Started with Passion
The idea for Sai Ngon Coffee began in October 2023, inspired by a trip to Saigon, where the founder first tasted the famous Cà Phê Sữa Đá, a perfect blend of strong coffee and creamy condensed milk. That unforgettable experience sparked a mission to create an authentic, ready-to-drink Vietnamese coffee for the Malaysian market.
After months of research, testing, and perfecting the recipe, Sai Ngon Coffee officially hit Malaysian shelves in October 2024. By November, it was already available in 7-Eleven stores nationwide, and today you can find it in over 3,500 outlets, including AEON, emart24, and Petronas Mesra.
Coffee for the Modern Hustler
Sai Ngon Coffee is made for people who are always on the move, dreamers, doers, students, and working adults who need real energy to keep going. Its two signature flavours are:
- Cà Phê Sữa – Smooth and creamy Vietnamese milk coffee.
- Cà Phê Đen – Strong, aromatic black coffee.
Since launching, Sai Ngon Coffee has sold over one million cans in Malaysia, all through word-of-mouth and repeat customers.
“We’re humbled by the response,” says Jonathan. “Even without marketing spend, people kept coming back because they loved the taste. That tells us we’ve created something special.”
Made with Real Vietnamese Robusta
The coffee beans are sourced from Đắk Lắk and Lâm Đồng, two regions in Vietnam’s Central Highlands known for their rich volcanic soil and cool climate, the perfect conditions for growing high-quality Robusta beans. These beans are naturally high in caffeine and full of bold flavour, giving Sai Ngon Coffee its distinctive taste and aroma.
Looking Ahead
Sai Ngon Coffee is proudly Halal-certified, making it suitable for everyone. The brand is also preparing for international expansion in 2026, with upcoming collaborations across ASEAN and Central Asia.
“We started small, but our dream is big, to share the taste of Vietnam with the world, one can at a time.”
Fans can look forward to a new flavour launch soon, so stay tuned to Sai Ngon Coffee’s social media channels for exciting updates.
For more information
Please contact: sales@aseanatrillions.com
Facebook: https://www.facebook.com/SaiNgonMalaysia
Instagram: https://www.instagram.com/saingon.malaysia
