Keeping the K’ho Spirit Alive in Every Drop of Coffee

From City Life Back to the Mountains

At 29, Ka Jemima graduated in accounting from the College of Foreign Economic Relations and once held a stable office job in the city. However, after the Covid-19 pandemic, she decided to leave the urban life behind and return to her hometown in Bao Thuan.

In the early days, she taught Vietnamese to foreigners and worked as an interpreter to make a living. At the same time, she began learning everything she could about coffee roasting and processing. That balance between earning a livelihood and nurturing a passion eventually led to a turning point in her life.

Pràn-pa – A New Vitality from Basalt Soil

In 2023, Pràn-pa officially came to life — a dream born from the red basalt soil, the robust Robusta coffee orchards, and the deep pride of the K’ho people.

In the K’ho language, “Pràn-pa” means “new vitality.” Jemima wanted each cup of coffee to do more than just keep people awake — she wanted it to share positive energy, inspire confidence, and connect people.

What makes Pràn-pa stand out is the way Jemima blends coffee with K’ho cultural identity. In the past, the K’ho welcomed honored guests with jars of Can wine (fermented rice wine) — a symbol of hospitality. Today, her family continues that tradition through cups of homegrown, home-roasted coffee.

“Each cup of coffee is not just a drink — it tells the story of our mountains, our Mother Earth, and our people. I hope that when someone sips Pràn-pa, they can taste not only the pure flavor but also feel the spirit of our homeland,” Jemima shared.

Every Bean, a Story of Care

Starting small, Jemima initially roasted less than 20 kilograms of coffee per month. But that modest scale allowed her to perfect every detail.

She handpicks only ripe red cherries, removes any defective beans, and sun-dries them for 10–20 days before resting the green beans for 1–3 months to stabilize the flavor. Each roasting batch takes about 35 minutes — a process that demands both patience and precision.

Thanks to her meticulous approach, the defect rate is kept below 7%, resulting in pure roasted coffee — free of additives and flavorings — preserving the authentic, natural taste that is both wholesome and true to its origin.

Entrepreneurship that Uplifts a Community

For Jemima, entrepreneurship is not just about personal success — it’s about uplifting her community. Each harvest season, she creates seasonal jobs for 5–7 local K’ho workers.

She also purchases coffee beans from local farmers at prices 20,000 VND per kilogram higher than the market average, helping them earn a more stable income instead of selling raw beans at fluctuating prices.

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My hope is that as our coffee gains recognition, the livelihoods of K’ho farmers will improve day by day

Ka Jemima

Bringing the Flavor of the Highlands to the World

Though still in its early stages, Pràn-pa has already caught the attention of overseas Vietnamese and international coffee lovers. Encouraged by this response, Jemima now aims to expand her domestic presence while pursuing export opportunities in Singapore, Malaysia, South Korea, Japan, and the United States — markets that value both quality and the cultural stories behind each product.

Jemima acknowledges that the entrepreneurial path is never easy; it’s built step by step through exploration, experience, and continuous learning. Every harvest and every roast teaches her something new about improving her craft.

“For young ethnic entrepreneurs, the most important thing is perseverance and sincerity in what we do. Only when we work with integrity can our coffee truly carry lasting value,” Jemima affirmed.