Challenging the norm:
At KCCT, we lead with a mindset of finding faults within the defaults.
We challenge assumptions, question norms, and refuse to accept things just because “that’s how it’s always been.” Our focus isn’t on selling style or chasing trends—we’re here to ask harder questions and unlock Vietnam’s untapped potential in specialty coffee.
Our journey did not begin with a heroic quest. Instead, it began in a moment of profound vulnerability and, at times, humiliation. The Vietnamese coffee industry has long been associated with cheap, abundant, and homogenized products. When Karmic Circle Coffee Trading stepped into the U.S. specialty coffee segment, the prevailing perception was that our beans were inherently inferior. Skepticism and doubt were our first companions, as specialty roasters questioned whether our offerings could ever stand alongside those celebrated for their distinct flavor profiles.
Embracing Vulnerability
In the face of skepticism, we realized that embracing vulnerability was not a weakness but a strategic advantage. Rather than masking our insecurities, we chose to confront them head-on. We admitted what we didn’t know and embarked on a journey of learning and adaptation. This honest, sometimes raw admission allowed us to reframe our narrative—not as a tale of inherent inferiority, but as a transformative story of evolution and innovation.
“Culture doesn’t shift by chasing the masses. It shifts by empowering the few brave enough to go first”