KUALA LUMPUR, 01 November 2025 — Coffee enthusiasts across Malaysia have something new to savour with the arrival of Sai Ngon Coffee, a proudly Malaysian ready-to-drink brand inspired by Vietnam’s vibrant coffee culture.

Born from the bustling streets of Saigon, Sai Ngon Coffee delivers the authentic taste of Vietnamese coffee — bold, smooth, and full of character. Unlike many instant options on the market, Sai Ngon is made from 100% real brewed Robusta beans, offering a true coffee experience in every can.

“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.”

From Passion to Product

The idea for Sai Ngon Coffee was born in October 2023, following a trip to Saigon where the founder first encountered Cà Phê Sữa Đá — the famous Vietnamese milk coffee made with strong Robusta and sweet condensed milk. That moment inspired a mission to craft a ready-to-drink version that would bring the same authentic experience to Malaysian consumers.

After a year of research and development, Sai Ngon Coffee officially launched in October 2024. By the following month, it was already available in 7-Eleven stores nationwide, and today, the brand has expanded to more than 3,500 retail outlets, including AEON, emart24, and Petronas Mesra.

Fuel for the Modern Hustler

Designed for today’s go-getters — from students to working professionals — Sai Ngon Coffee offers two signature flavours:

Cà Phê Sữa – Smooth and creamy Vietnamese milk coffee

Cà Phê Đen – Strong, aromatic black coffee

Since its debut, Sai Ngon Coffee has sold over one million cans in Malaysia, driven purely by word-of-mouth and repeat customers.

“We’re humbled by the response,” Jonathan added.

“Even without major marketing spend, people kept coming back because they loved the taste. That tells us we’ve created something special.”

Authentic Vietnamese Beans

The coffee beans used in Sai Ngon Coffee are sourced from Đắk Lắk and Lâm Đồng, two renowned regions in Vietnam’s Central Highlands celebrated for their fertile volcanic soil and cool climate — ideal conditions for growing premium Robusta beans. The result is a naturally rich, aromatic brew that delivers a powerful caffeine kick and robust flavour.

A Growing Malaysian Brand with Global Dreams

Proudly Halal-certified, Sai Ngon Coffee caters to all coffee lovers in Malaysia and beyond. Looking ahead, the brand has set its sights on international expansion in 2026, with upcoming collaborations planned 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,” Jonathan said.

Fans can look forward to a new flavour launch soon, with updates available on Sai Ngon Coffee’s official social media platforms.

For more information:
 Email: sales@aseanatrillions.com
 Facebook: facebook.com/SaiNgonMalaysia
 Instagram: instagram.com/saingon.malaysia

—

About Sai Ngon Coffee
Sai Ngon Coffee is a proudly Malaysian ready-to-drink coffee brand inspired by Vietnam’s vibrant coffee culture. Made from real brewed Robusta beans sourced from Vietnam’s Central Highlands, Sai Ngon Coffee delivers bold and smooth flavours crafted for today’s modern hustlers.