History of formation & development
20-YEAR HERITAGE OF RAINBOW VIET NAM
A Journey of Formation and Development of Sustainable Values
2000 – Origins from Research and Personal Engagement
During their time working at Unilever, the founders of Rainbow Viet Nam participated in international-standard research and development projects on tea and coffee in Viet Nam. Field surveys brought the team to raw material regions such as Cau Dat (Lam Dong), Buon Ho and Buon Ma Thuot (Dak Lak). These areas were also where family members resided and were engaged in coffee cultivation alongside local communities, forming a natural and long-lasting connection to the land and its raw materials.
2002 – Formation of a Controlled Cultivation Model
The first farm was established in Krong Buk, Dak Lak, marking a transition from traditional cultivation to a process-oriented agricultural approach. During this period, Rainbow Viet Nam began to focus on controlling input quality, gradually building traceability capabilities and establishing stable linkages with local farming communities.
2006 – Company Establishment and First Export Shipment
Rainbow Company Limited (Rainbow Viet Nam) was officially established. The Lion Coffee brand was introduced to the market with a development orientation based on raw material quality and processing procedures. At the end of 2006, the company completed its first export shipment to Europe, marking its initial access to international markets by meeting technical and quality requirements.
2007 – Implementation of On-Site Roasting at Points of Sale
Rainbow Viet Nam invested in roasting systems directly at points of sale to enhance transparency regarding products and processing. This model enabled consumers to access coffee in a more original state, while also contributing to the formation of consumption habits that emphasize quality and origin.
2008 – Participation in International-Level Activities
Lion Coffee products were used at several international events. Participation in these activities reflected efforts to maintain consistent quality and the ability to meet usage requirements in contexts with clear selection standards.
2009 – Maintaining a Consistent Brand Image
Rainbow Viet Nam continued to appear in international exchange programs and events. During this period, the company focused on maintaining product quality and a consistent brand image, prioritizing suitability and sustainability rather than rapid expansion.
2010 – Orientation Toward Product Research and Development
The company began to place greater emphasis on research and development (R&D), introducing instant coffee products combined with herbal ingredients. This direction reflected a desire to diversify products in line with consumer demand and health-conscious trends.
2011 – Expansion into Other Agricultural Product Groups
Rainbow Viet Nam gradually expanded into agricultural product groups beyond coffee, including tea and natural-origin products. This stage laid the foundation for the formation of a more diverse agricultural ecosystem in subsequent years.
2013 – Formation of a Brand Ecosystem
The brands Robinson Farm (organic tea and agricultural products) and GAMA (cocoa and grains) were developed, contributing to the completion of an agricultural value chain from raw material regions to finished products, meeting increasingly diverse market needs.
2014 – Expansion of Export Markets
Rainbow Viet Nam gradually introduced its products to markets such as the United States, Japan, and South Korea. Export activities were implemented cautiously, prioritizing compliance with technical requirements, import standards, and suitability for each market.
2015 – Increasing International Presence
Rainbow Viet Nam’s product portfolio was distributed in more than 20 countries. This period reflected market expansion built upon a foundation of stable quality and the ability to adapt to the diverse requirements of different regions.
2016 – Strengthening Operational Systems
The company focused on improving management, production, and logistics systems to support increasingly expanded export activities, ensuring synchronization among raw material areas, factories, and distribution systems.
2017 – Development of Gift Product Lines
Rainbow Viet Nam introduced the LION KING Premium line, targeting the gift segment and formal occasions. The products emphasized processing quality, presentation, and suitability for gifting contexts.
2018 – Strengthening Retail Cooperation
The company intensified cooperation with domestic and international retail partners, gradually bringing products into modern distribution systems, with a focus on stability and long-term supply capability.
2019 – Expansion of International Distribution Channels
Rainbow Viet Nam continued to expand its presence in international retail systems. Partnerships focused on markets aligned with the company’s product positioning and operational capabilities.
2020 – Maintaining Stability Amid Market Volatility
Amid global market disruptions, Rainbow Viet Nam focused on maintaining production operations and supply chains. The company prioritized stability, ensuring product quality and delivery capability.
2026 – Long-Term Development Orientation
Entering its 20-year milestone, Rainbow Viet Nam continues to pursue a development orientation based on quality, transparency, and sustainability. The focus remains on strengthening established foundations and preparing for the next stage of development.