About New Saigon Trading Co.
New Saigon Trading Company was established in 2025 to share goods from Vietnam that reflect authenticity, craftsmanship, and cultural connection. We focus on products shaped by place, tradition, and care, chosen not for trend but for meaning and quality.
We begin with coffee because it embodies much of what we value. Heritage and innovation, patience and skill, land and people working together. But our work extends beyond any single commodity. Whether coffee, spices, cacao, tea, or other agricultural goods, we seek products with a clear sense of origin and a commitment to integrity.
We work closely with Vietnamese producers and partners, building long-term relationships rooted in fairness, transparency, and mutual respect. Every product we share represents more than its raw material. It reflects the people behind it, the environment it comes from, and the knowledge passed down through generations.
Our mission is simple. To bring Vietnam’s exceptional goods to a wider audience while honoring the communities that make them possible. We believe Vietnam’s agricultural and artisanal products deserve a place among the world’s finest, appreciated for both their quality and their story.
That philosophy is reflected in our logo. At its center is the Thủ Ngữ Flagpole, a historic landmark that has stood at the heart of Saigon since the 1880s. Once a directional beacon for ships entering the port, it became a symbol of trade, movement, and connection. For us, it represents exchange, orientation, and continuity, values that guide how we source, trade, and share what we offer.
About the founder
I am Thuong Vo, born in Ho Chi Minh City, Vietnam. In the 1990s, my family fled the country by boat, risking everything in search of safety and opportunity. We passed through uncertainty and displacement before eventually resettling in the United States. I grew up in America shaped by two realities, a new life ahead of me and a deep awareness of where I came from.
At seventeen, I joined the U.S. Army and served for sixteen years, including two deployments to the Middle East. That experience instilled discipline, perspective, and an appreciation for the systems that move people and goods across borders. During those years, everyday rituals such as sharing a cup of coffee became moments of grounding and connection, reinforcing the value of simple things done well.
After more than three decades in the United States, I returned to Vietnam with a different perspective. No longer as someone leaving, but as someone looking to reconnect and contribute. What I found was a country in motion. Beyond coffee, Vietnam’s agricultural and artisanal products were evolving rapidly, shaped by a new generation of producers who combined tradition with modern standards and global ambition.
Coffee remains an important starting point, especially through Vietnam’s emerging third wave movement, but it is only one part of a much larger story. Vietnam’s commodities, from spices and cacao to tea and beyond, hold enormous potential on the international stage. New Saigon Trading Company was created to help carry that potential forward, connecting Vietnam’s producers with the wider world through thoughtful trade, respect for origin, and long-term relationships.
