Lê Thị Minh Yến

From a sheltered path to launching a business at 18

I was born in Đắk Nông, in a quiet valley of coffee trees, peaceful yet isolated. My parents moved from the North to the South in the late 1980s and built their life from the seasons of peanuts, cassava, and coffee on the Mơ Nông Highlands. Growing up in their love and protection, I had a childhood of comfort and security, enough to never have to worry about anything, but perhaps because of that, I became timid and easily self-conscious.

Everything around me felt so safe that I was afraid to step beyond it. My parents often told me, "Just study well, that's enough," so I lived within the boundaries of praise and certificates, never daring to try something new. I was shy in conversations and gradually withdrew into the shell of being the "good child." Perhaps because I was loved so completely, I forgot that the world beyond my small, gentle circle was much larger and far more challenging than I had ever imagined.

(Photo: Minh Yến’s parents)

The turning point came in ninth grade, when I stumbled upon Tony Buổi Sáng. The first few pages felt like a mirror held up to my own reflection - a girl who had always been loved and protected, yet had never truly faced the real world. I realized that what was holding me back was not any external barrier, but my own fear: fear of failure, fear of being judged.

For the first time, I asked myself: ‘Would I keep living safely like this forever?’. That question ignited something in me, pushing me to change little by little. I started raising my hand to speak in class, even when my heart raced every time I stood up. In high school, I pushed further: joining community projects, and eventually becoming president of the school’s volunteer club. From the shy girl I once was, I began to see the joy of being useful, of doing something that mattered to others. Those experiences helped me understand the true meaning of living proactively: not just existing within the safety my parents built, but daring to write my own story.

Thanks to my extracurricular efforts, I earned a 30% scholarship to study International Business Management Programme at the British University Vietnam (BUV). I knew that reaching such a world-class British education was possible largely because of my parents’ sacrifices and their financial support. That realization became my drive: I couldn’t depend on them forever. I needed to create something of my own, built from my own effort.

That was when my journey of ‘overcoming comfort’ began.

(Photo: Minh Yến and her community volunteer projects in Lâm Đồng province)

(Photo: Minh Yến at extracurricular activities)

My passion for entrepreneurship began in high school. I took startup courses, learned how to solve business problems, and found inspiration from product creators at Google.

When I entered my first year at BUV, my friends and I founded an investment academy for young people, teaching the basics of stock investing. It was 2021, the golden era of Vietnam’s stock market, when the VNINDEX kept reaching new heights. We seized the opportunity, and within just four months, our revenue hit 500 million VND per month.

Late-night meetings that stretched until 2 or 3 a.m. to refine strategies; long motorbike rides through Hanoi to meet mentors and discuss tech solutions; and quiet mornings spent talking about the future over coffee. Those moments together shaped a beautiful journey at the age of 18.

But rapid success also came with immense pressure. As time went on, my team faced deeper challenges in both mindset and operations - the kind of growing pains that nearly every startup encounters. When the constant workload and intensity began to drain me completely, I made a difficult but courageous choice: to pause. I took a year off from my studies to recover and realign my direction in life.

That decision became a crucial turning point. It taught me that endurance often matters more than speed, and that knowing when to slow down is also a form of strength.

As someone deeply rooted in my hometown, and inspired by the book ‘Pour Your Heart Into It’ by Starbucks CEO Howard Schultz, I decided to return to Đắk Nông - driven by a dream to build a coffee enterprise that could one day turn my homeland into a second Seattle.

With the advantage of being a local and equipped with marketing knowledge from BUV, I quickly took on the role of Marketing Manager for Enjoy Coffee, the largest coffee enterprise in the province.

There, I learned invaluable lessons from Mr. Hoàng, the founder and CEO of Enjoy Coffee. He taught me how to think sustainably when building products, how to weave the cultural stories of the M’nông people into each coffee bean, and most importantly, how to create a sustainable cash flow to grow a coffee business with over ten stores.

In Đắk Nông, the growth strategy of local SMEs often aligns closely with the province’s economic development agenda. Thanks to the strong collaboration between businesses and local authorities, I had the opportunity to participate in major international economic and cultural events. As a young person eager to contribute to my hometown, I was honored to speak with the Chairman of Đắk Nông Province, who encouraged me with heartfelt words: “I believe you will succeed.”

These experiences not only helped me recognize the true value of local agricultural products but also gave me a vital realization: to turn grand ambitions into reality, I needed more than practical experience. I needed knowledge and a solid foundation that could propel me toward the world stage.

That is why I decided to return to BUV, a place that offers British-standard education and a global mindset. I believe this is where I can build both the intellectual and professional foundation to move forward with a broader, more sustainable vision. To me, BUV is the “strategic weapon” that transforms ideas into enterprises capable of competing internationally.

(Photo: Minh Yến participating in local community initiatives, including promoting regional cultural products)

I returned to BUV with a clearer purpose: to build an educational enterprise that empowers young people through financial and investment literacy. This time, I started from what I knew best, drawing on my own experience and, more importantly, the maturity gained from past failures.

With the support of the Student Engagement Office, I founded the BUV Investing Club. Through workshops that brought together guest speakers from major domestic and international financial institutions such as Fiin Group, VIS Rating, JP Morgan Chase, and SRO Partners, the club quickly became one of BUV’s most prestigious and dynamic academic communities.

The BUV Investing Club not only created real value for the student community at BUV but also inspired finance enthusiasts across top universities in Vietnam, including Foreign Trade University, Banking Academy, Academy of Finance, National Economics University, and VinUni.

(Photo: Minh Yến serving as host and MC at investment and finance events)

Alongside my work at BUV, driven by a vision to approach finance from a global perspective, I applied to join the International Finance Student Association (IFSA), and was accepted then. Becoming a member marked a milestone: I was among the first from Vietnam’s student investment community to establish a bridge connecting young Vietnamese investors with the international finance network.

(Photo: Minh Yến, Founder and President of the BUV Investing Club, and President of the International Finance Student Association (IFSA), BUV Chapter.)

Beyond traditional investment and finance, I have also developed a deep interest in decentralized finance (DeFi) and blockchain. I have participated in numerous competitions and taken part in some of Vietnam’s largest industry events, such as ETH Vietnam and GM Vietnam, continuously expanding my knowledge and network in this evolving field.

(Photo: Minh Yến participating in national blockchain and DeFi conferences, among the largest technology and finance events in Vietnam.)

With an entrepreneurial spirit that has never dimmed, I competed in various startup challenges and emerged as the champion of the Green Energy Startup Accelerator, organized by the Ministry of Industry and Trade and the European Union, earning a grand prize of 5,000 USD.

(Photo: Minh Yến receiving the $5,000 grand prize at the Green Energy Startup Accelerator competition organized by the Ministry of Industry and Trade and the European Union.)

Those efforts were recognized by BUV at the end of 2024, when I became the first recipient of the university’s Award for Contribution in Collaboration and Innovation.

(Photo: Minh Yến becoming the first recipient of BUV’s Contribution and Innovation Award.)

From being the one inspired, I have become the one who inspires. I was invited to serve as a student coach for startup competitions and as an ambassador for national student contests in investment and finance across Vietnam.

Today, I continue my journey as the Co-founder of Genstock Investment Academy, a financial education startup that equips students from leading finance and economics universities across Vietnam with both knowledge and hands-on investment experience. This time, armed with the knowledge and skills gained from BUV, and the maturity shaped by past challenges, I feel more confident than ever in building a sustainable enterprise that empowers the next generation of young investors.

(Photo: Minh Yến with Genstock, her investment academy startup dedicated to financial education for Gen Z.)

Amid the constant rhythm of study, work, and ambition, the most valuable lesson I have learned at BUV is time management, the art of balancing academic pursuit, career growth, and personal well-being.

With the support of my friends and lecturers, I have maintained an excellent GPA while learning to nurture my own growth. Inspired by the Lionhearted spirit, a hallmark of every BUV student, I began to care for myself more: joining the university’s basketball club, going to the gym, reading, and spending slow weekends at coffee shops with friends.

BUV is where my journey found its direction, a place where knowledge meets opportunity, and belief turns into drive. From a timid girl in Đắk Nông, I have learned to step beyond my comfort zone, to push my limits, and to become someone who dares to dream and act on those dreams.

To me, that is the essence of being Lionhearted, the resilience to go far, and the heart to return and give back.