Le J' × About Life: Weekend Beans

🔒 Proposal

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Le J' × About Life: Weekend Beans

A collaboration built on transparency, craft, and Vietnamese specialty coffee.

About Le J' & Why We Fit

  • 7 years as a specialty roaster — selling domestically and in London (UK)
  • Direct-sourced, partnership-lab approach — working directly with farmers, no middlemen
  • Aiming for A+ Coffee Experience from direct sourcing → DTC products → live events

Some highlights and previous events:

  • [Event 1]
  • [Event 2]
  • [Event 3]

Understanding of About Life

About Life Coffee Brewers — originated in Tokyo, first Vietnamese location at 151B Hai Bà Trưng, Q.3, HCMC, brought by Pizza 4P's. Designed by Nishizawa Architects (Japan): 300m² indoor + garden space.

  • Vibe: Minimalist, garden-inspired — an escape from the city
  • Guests: Young Saigonese + Japanese/Korean tourists who know the Tokyo brand
  • Menu: 40,000–95,000 VND range; coffee, pastries, nut milk, craft beer
  • Your guests already value quality, design, and experience — precisely what we do best

The Event

2-Day Weekend Event:

  • Le J's founder brewing on-site — meet-the-roaster experience
  • Featured bean: Son La H1 (single origin Vietnamese Arabica)
  • Retail sales on event day
  • Post-event: H1 stays as Weekend Bean at About Life for X months

The Bean — Son La H1

  • Origin: Sơn La province — Vietnam's largest Arabica region (33,600 ha, 900-1,200m elevation)
  • History: French colonial-era cultivation (late 19th century). Climate comparable to Minas Gerais, Brazil
  • Processing: Honey process — hand-picked, sun-dried
  • Partner: Detech Coffee — sustainable development partner working directly with farmer cooperatives

Product Transparency

Inspired by Onyx Coffee Lab's transparency model:

Metric Son La H1
Cup Score [score]
Green Price (FOB) [USD/lb]
C-Market (at purchase) [USD/lb]
Fair Trade Minimum [USD/lb]
Wholesale Price [VND/kg]

Ops Details

  • Promotional: Le J' handles social content, photography, in-cafe signage. AL cross-posts.
  • Event Revenue: [Model TBD — wholesale / consignment / hybrid]
  • Equipment: Founder brews on AL's setup (or brings own grinder)
  • Staffing: Le J' founder + 1 AL barista support
  • Product: [X] kg for event + [Y] kg for Weekend Bean retail

What We Need From AL

  1. Counter space for founder brewing (2 days)
  2. Cross-promotion: 1 post + 3 stories on AL channels
  3. 1 staff for bar support during peak hours
  4. Shelf display for Weekend Bean retail bags (X months)
  5. Weekend Bean listed on menu board