Nguyen Coffee Supply is America’s first specialty Vietnamese coffee company, importing beans from Vietnam to Brooklyn. They use their Instagram to document their journey as a growing AAPI and woman-owned company, as well as to educate consumers about the process behind Vietnamese coffee.

Nguyen Coffee Supply’s Instagram Reels heavily feature their founder, Sahra Nguyen, demonstrating how to use the brand’s brewing tools and how to troubleshoot any potential problems. Sahra also provides insight behind the specifics of Vietnamese coffee production, as well as her own story describing why she started the company.

To reinforce their mission of cultural integrity and awareness, the brand features their trips to visit their coffee farm in Vietnam as dedicated Instagram Highlights that includes answering their followers’ questions about Vietnamese culture and sightseeing around the country.

They also provide step-by-step recipe videos with accompanying explainer text to demonstrate the versatility of their Vietnamese coffee, including how to use coffee in other drinks, like chai and martinis.

To promote new product launches, Nguyen Coffee Supply creates branded illustrations. The launch of their canned cold brews was accompanied by rocket-themed graphics.