TUBE Coffee Founder on Women's Entrepreneurship and F&B Sector Growth

As Co-Founder and Chief Executive Officer of TUBE Coffee, Monypich Sou has been instrumental in building one of Cambodia’s most recognizable homegrown coffee brands. Since launching the business in 2017, she has led its expansion from a single takeaway café to a nationwide network serving customers across Phnom Penh and major cities throughout the Kingdom. Under her leadership, TUBE Coffee has evolved alongside Cambodia’s rapidly growing urban consumer market, combining affordability, quality, and innovation while creating spaces that bring communities together. Passionate about developing people and building strong teams, Monypich believes sustainable businesses are built through continuous learning, customer trust, and a commitment to long-term growth. Reflecting on the growing role of women in Cambodia’s food and beverage industry, Sou stated, “Over the past several years, women have increasingly taken on important roles across all levels of the sector, from frontline operations to management and executive leadership.” At TUBE Coffee, women represent approximately half of their workforce, contributing significantly across various departments and helping drive business growth. Her original vision for TUBE Coffee was to “bring the joy of coffee to Cambodian people through products that are fast, affordable, and high in quality, while building a homegrown coffee brand that can be recognized and respected both nationally and internationally.” Initially focused on a convenient takeaway coffee experience aligning with the fast-paced lifestyles of Cambodia’s young and increasingly urban population, Sou notes that today’s consumers seek more than affordability; they value quality, innovation, authenticity, and meaningful brand experiences. In response, TUBE Coffee has continuously evolved by enhancing product quality, introducing new concepts, and investing in the overall customer experience. The brand has grown beyond being simply a coffee chain to become a modern Cambodian lifestyle brand that stays closely connected to local communities and reflects the aspirations of a new generation of Cambodian consumers. Furthermore, Sou emphasizes the importance of coffee shops serving as more than just places to eat or drink, but as welcoming, inclusive, and safe “third spaces” for people to meet, work, study, and connect. At TUBE Coffee, they are committed to ensuring that all customers, particularly women and young people, feel respected, secure, and welcomed. This is reflected not only in their store concepts but also in the service culture fostered by their team members, aiming to build a sense of belonging and strengthen relationships with customers. Regarding leadership in Cambodia’s fast-moving F&B environment, Sou notes that it requires balancing operational excellence, creativity, and a deep understanding of customer needs. Her approach is strategic yet adaptable, ensuring decisions are practical and timely while aligning with the brand’s long-term vision. She stresses the importance of staying close to customers, listening to feedback, and monitoring market trends. Equally vital, she believes, is the team behind the business, emphasizing strong teamwork, open communication, accountability, and mutual respect as foundations for sustainable success. Sou strives to create a culture that encourages continuous learning, innovation, and personal growth, enabling both individuals and the organization to grow together. Information Source: Cambodia Investment Review