Miss Ede was founded in 2019 in Buon Ma Thuot with the mission to spread the word of Vietnam’s unique culture and help local people in the process. This brand is also a pioneer enterprise nationwide in the supply of premium Coffee and Chocolate products in Vietnam.

As a person who accumulated many years of experience in agriculture for a multidisciplinary American corporation, Huu recognized the difficulties of the people of the Central Highlands as well as the commercial potential of Cocoa from the highlands. Mr. Huu along with Mr. Ngoc (a local continuing the family's tradition of making cocoa and butter) have created a line of high-quality chocolate made entirely from Cocoa using sustainable methods of farming.

Ede is one of 54 ethnic groups in Vietnam living in the Central and Central Highlands regions. Ede families are still matriarchal - the head of the family is always a woman and the child takes the mother's surname. This is the reason why the image of a beautiful girl wearing a traditional brocade dress was chosen by Miss Ede to represent the brand.