This study explores the under-researched phenomenon of copreneurial divorce, focusing on the interplay of gender roles and power dynamics within family businesses. While prior research has centered on divorce outcomes, this study addresses divorce as a social process with significant implications for family harmony and business leadership. By applying a gender lens, we investigate how traditional gender expectations influence women’s roles and positions in family enterprises during and after divorce. The empirical data was a collection of over 400 media texts documenting the high-profile divorce of the co-founders of Trung Nguyen, a leading coffee enterprise in Vietnam. Using critical discourse analysis, we delineate three phases of the divorce (2015-2022), each revealing evolving discourses around gender and power. Findings highlight how women’s invisibility becomes a significant vulnerability during and after divorce, as patriarchal structures work to diminish and marginalize their contributions and achievements. Our study also sheds light on divorce as a crucial juncture, where the woman earns new opportunities to redefine her entrepreneurial legacy and leadership. This research offers critical insights into the gendered experiences in family businesses during significant transitions. Moreover, it underscores the importance of developing a more diverse understanding of copreneurial dynamics, particularly in non-Western contexts.
