"Hello everyone! I'm Ngô. I'm from Nương."
Located in the mountain town of Pleiku, Nương Coffee stands out not for elaborate décor or trendy design, but for its simple, warm atmosphere and a handmade-goods booth that operates without commission fees.
The café has become widely known through humorous TikTok videos posted by its Gen Z owner, Lê Thị Ngọc Dung, on the account “nuong.coffee”.
The name “Nương” means “to rely on one another”, reflecting the concept behind the café’s non-profit consignment model. Dung said the idea grew out of her own long-standing involvement in handmade crafts.
“I’ve been crocheting for more than 10 years and have consigned my products at many places”, Dung said. “When I opened Nương Coffee, I immediately wanted to set up a consignment booth. At first, it was just to introduce my own crochet items and promote handmade crafts in Pleiku, but many producers quickly contacted me to display their products, and sales have been quite good”.
Under the model, Nương Coffee charges no consignment fees. Sales are tallied monthly, with all proceeds transferred directly to producers. In return, the café benefits from a richer customer experience and a stronger cultural identity.
After just two months of operation, the booth has attracted more than 10 producers from inside and outside Gia Lai province. Among the items on display is the “Một vòng mơ” (A Circle of Dreams) set of lucky money envelopes from the Rainbow Playground Project, with proceeds supporting the construction of community playgrounds for children in disadvantaged areas.
The range of handmade products appeals to a wide audience, from young people seeking unique crafts to adults interested in homemade foods, as well as international tourists.
Customer Nguyễn Thị Tuyết Hạnh from Diên Hồng Ward said she initially visited Nương Coffee for a drink but was drawn to the consignment corner after seeing Dung’s TikTok videos. “When I arrived, I was fascinated by the handmade goods”, she said. “I bought two products, dried mulberries and cashew butter, to try at home”.
Another customer, Nguyễn Ngọc An Thy from Pleiku Ward, said she was surprised by ceramic book rings on display. “This is the first time I’ve seen book rings, and the design is really unique”, she said, adding that she bought several for herself and as gifts.
Encouraged by early success, Dung plans to expand the consignment space to include more products and activities. She said some producers have already approached her to display clay sculptures and mini bonsai, and she hopes to organise hands-on workshops in collaboration with consignors.
“These workshops will help customers better understand how the handmade products are made”, Dung said. “I’m excited to be a bridge between makers and customers”.
Through its non-profit consignment booth, Nương Coffee is helping share artisans’ stories while positioning itself as a community-focused space in the heart of Pleiku.
