Vietnamese ‘ca phe phin’ brews steady success in New York, bridges coffee cultures

The café, Lê Phin, is a 50-square-meter shop opened on February 2, 2022 by Vietnamese businesswoman Le Thi Kim Khuyen at 259 East 10th Street in the East Village, Manhattan, New York City.

The shop offers 'modern Vietnamese coffee,' as featured on its signage, and has become a steady presence in a neighborhood known for its cultural diversity and creative energy.

Operating daily from 8:0 am to 5:30 pm, the café has achieved what its founder describes as a breakthrough in introducing Vietnamese coffee culture to American audiences.

Despite its modest size, it now serves an average of about 200 cups of 'ca phe phin' per weekday in spring and summer, rising to 400 on weekends.

Even in winter, daily sales remain strong at roughly 150 cups on weekdays and 200 on weekends.

Adapting 'ca phe phin' for American café culture

For Khuyen, the challenge was never simply opening a café, but translating a distinctly Vietnamese coffee tradition into a format that fits American habits.

In the U.S., coffee is typically associated with speed, convenience, and takeaway culture, while Vietnam's 'ca phe phin' is slow, deliberate, and rooted in ritual.

"When bringing Vietnamese coffee culture to Americans, it is not only about preserving identity and flavor, but also about understanding local tastes and drinking habits," she said.

"The goal is not to change Vietnamese coffee, but to find a point of connection between two cultures."

Achieving that balance required years of experimentation.

Every detail mattered, from grind size and brewing temperature to the choice of condensed milk and the suitability of coffee beans sourced from different countries, among other requirements.

In the café's initial period of operation, paper filters proved unsuitable, while questions remained over whether ceramic, aluminum, silver, or stainless steel would work best in a fast-paced café environment.

After two years of painstaking trial and error, a one-of-a-kind coffee machine was developed, custom-designed by an American engineer to meet specific requirements.

A single barista can use the machine to brew three cups of 'ca phe phin' simultaneously using different recipes, ranging from Vietnamese-style coffee to espresso, cappuccino, americano, and latte.

Beyond equipment, Khuyen invested years in professional training in both Vietnam and the United States.

She earned certification from the U.S.-based Coffee Quality Institute as a 'Q Grader,' one of the most respected credentials in the global coffee industry, and served as a judge at the Vietnam Barista Competition in Hanoi in November 2023 and April 2025.

Her development of a coffee formula tailored to American palates has taken more than a decade, from blending robusta and arabica beans to sourcing raw materials and refining roasting techniques.

Before launching Lê Phin, she spent over four years working in various Manhattan cafés to gain a first-hand insight into local consumer behavior.

Her journey reflects a view once articulated by cultural researcher Phan Ngoc, who argued that Vietnamese culture can only strengthen its identity when it is actively practiced and proven successful abroad by those working within other societies.

Vietnamese cultural space in East Village

Inside the café, the design reflects a deliberate effort to build a distinctly Vietnamese cultural atmosphere.

A handwritten wooden sign greets visitors at the entrance, flanked by two bamboo plants, while a small outdoor bench offers seating for passersby.

Inside, the compact space accommodates about 14-16 guests.

A reading corner features books on Hanoi, late composer Van Cao, and late writers such as To Hoai and Xuan Quynh, along with Vietnamese poetry and bilingual works on the Vietnamese language.

Nearby, handcrafted items from Vietnamese artisans—including paintings, silk products, ceramics, and decorative pieces—add another layer of cultural texture.

The menu goes beyond coffee, offering Vietnamese-inspired lattes infused with flavors such as lotus, kumquat, pandan leaf, sesame, and starfruit.

Traditional snacks, including sticky rice cakes and layered sponge cakes, further reinforce the café's cultural identity.

In recent months, Lê Phin has appeared at four diplomatic receptions hosted by the Vietnamese delegation to the United Nations, serving guests at events in Manhattan attended by diplomats and officials from various countries during key sessions on peace, development, and global cooperation at UN headquarters.

In a city widely regarded as one of the world's most competitive food and beverage markets, Lê Phin has built more than a customer base by establishing a cultural footprint.

As Phan Ngoc once observed, those who successfully bring Vietnamese cultural expressions abroad play an important role in enhancing their global visibility.

A regular customer, Christopher Pelham, said he loves Lê Phin not only for its coffee but also for its sense of familiarity, adding that Khuyen does not just bring Vietnamese coffee to the East Village but turns Lê Phin into a neighbor, a friend, and part of the local community.

He noted that the café's attentiveness and care always make him feel welcome, and that meeting and talking with young Vietnamese customers there has given him new perspectives on Vietnam and the wider world.

He also said enjoying a cup of filter coffee, a piece of sponge cake, and a book at Lê Phin has become part of his weekend routine.