When Sinouk returned to Laos after having spent more than 30 years living in France, he was motivated to pay a tribute to his early childhood, to his homeland. As his main business endeavour, he chose coffee as much as coffee chose him- it has always been grown regionally around his place of birth. He saw the potential for it to become the flagship product of Laos. Thus began his foray into trading green coffee beans.
He equipped in his company by investing in high quality machinery to process the coffee beans. In 1997, he developed his own coffee plantation. The present estate is 35 hectares wide and boasts a beautiful resort. Working to capture more of the vertical market, the company refocused to roasting. At this point, he created the Sinouk brand name and launched the Sinouk Coffee line in early 2003.
Success continued in his endeavours; he achieved an award for his efforts for higher quality by receiving organic certification in 2009- valid in Laos, Thailand, and the EU. With his unwavering passion since day one for his organic coffee, his own coffee shops, and his own coffee plantation and resort, Sinouk is more than ever committed to developing his coffee chain business to serve the best Lao coffee.
Sinouk was appointed as President of the Lao Coffee Association, and as member to the Executive Boards of National and Provincial Chambers of Commerce and Industry. He is known nation-wide, and is dedicated to the promotion of Lao coffee, nationally and internationally, indefinitely.