Nhat Pham and Alice Ngo never envisioned owning a milk tea business when they immigrated from Vietnam to study business in the U.S. After meeting in Denver and getting married in 2022, the couple turned their attention to industrial technician roles. However, Ngo’s entrepreneurial spirit led them to a different path. “In the Vietnamese community, the two main business options are nail salons and restaurants,” says Pham.
With limited capital for a restaurant and no experience in nail salons, they found an opportunity to purchase The Alley, a milk tea shop in DTC, at a time when the milk tea industry had seen rapid growth during the pandemic but faced challenges due to inflation and rising ingredient costs, primarily from Taiwan. As consumers’ spending habits shifted, the couple knew they needed to stand out in an increasingly competitive market.
Pham explains, “Customers are more knowledgeable than ever. They want strong tea flavor, fresh fruit, and real tea over powders or syrups. This is where we can make our mark.”
The couple, initially occasional milk tea drinkers, took a hands-on approach to mastering the craft, with Pham traveling to Vietnam to learn the nuances of authentic milk tea. After a month-long renovation to create a minimalist, wabi-sabi inspired space, The Sen opened its doors last September. Designed to be a comfortable spot for customers to relax, work, or meet up, The Sen combines quality drinks with a welcoming atmosphere in the heart of DTC.
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