HANOI – August 30, 2025 (Qahwa World) — Vietnam’s coffee industry is moving to capitalize on soaring global prices, with exports recording strong growth and experts urging greater investment in processing and branding to ensure long-term sustainability.
According to the Ministry of Agriculture and Environment, Vietnam’s coffee export turnover reached more than $560 million in July, bringing the total export value for the first seven months of 2025 to $3.6 billion. This represents a 20 percent year-on-year increase and underscores the industry’s ability to leverage favorable international conditions.
The growth comes amid a rally in global coffee prices. A study by the Food and Agriculture Organization reported that prices rose globally by about 40 percent in 2024, driven by unfavorable weather conditions linked to climate change. Production declines in Brazil, Colombia, and Indonesia reduced global supply, while demand in Europe, the United States, and Asia continued to expand.
A strong market position
Vietnam is the world’s largest exporter of Robusta coffee, accounting for around 40 percent of the global market. This dominance, combined with stable supply, gives the country a competitive edge at a time when many producers are struggling with weather disruptions.
Nguyen Nam Hai, president of the Vietnam Coffee and Cocoa Association, emphasized that “the international coffee market has never been as favorable as it is now. With high prices, strong demand, and Vietnam’s reliable supply, the industry is in an advantageous position.”
However, Hai and other experts caution that to take full advantage of these conditions, Vietnam must expand into deep processing and value-added products instead of relying primarily on raw bean exports.
Processing gap remains wide
While exports are rising in value, the structure of Vietnam’s coffee trade remains heavily skewed toward raw beans. Deep-processed coffee, including roasted, instant, and specialty products, currently accounts for just 12–15 percent of total exports. This is significantly lower than in Brazil and Colombia, where processed coffee represents 30–40 percent of total shipments.
Industry leaders say this gap leaves Vietnam vulnerable to fluctuations in global commodity prices. Le Hoang Diep Thao, founder and chief executive of King Coffee, told local media that investing in processing allows companies to “multiply the value of their products significantly.”
But she acknowledged that the financial barriers are steep. Instant coffee production technology alone requires capital investments running into hundreds of billions of dong, which many small and medium-sized enterprises cannot afford. In addition to high costs, technological limitations and branding weaknesses continue to slow progress.
Technology and branding challenges
Large enterprises such as Vinacafe, Trung Nguyen, and Nestlé have invested in processing facilities, but many smaller businesses lack the technological capacity to compete. The industry’s processing base remains uneven, particularly in the specialty coffee and instant coffee segments.
Branding is another critical challenge. Internationally, Vietnam is recognized for its export volume, but its consumer brands have yet to achieve significant recognition. Global buyers often associate coffee with well-known international names such as Starbucks from the United States, Lavazza from Italy, or Nestlé from Switzerland. This lack of global brand presence makes it harder for Vietnamese processed coffee to compete in premium markets.
Agricultural economist Dinh Van Thanh warned that “if Vietnam continues to depend mainly on raw exports, it will remain only an ingredient supplier for large multinational corporations.” He stressed the need for a long-term national strategy to boost processing capacity and to build a recognized coffee brand that can stand alongside global competitors.
Positive signals from the industry
Despite these challenges, signs of progress are emerging. Trung Nguyen Legend has been expanding its instant coffee exports to markets in the Middle East and Eastern Europe. Vinacafe has shifted focus toward developing sales within the ASEAN region. Meanwhile, several start-ups in Lam Dong and Gia Lai are working to establish specialty coffee brands targeting premium consumers in Japan and South Korea.
Rather than exporting raw beans, some of these start-ups are partnering with international buyers to roast and process coffee locally before shipping it abroad. According to Thao, this model doubles the selling price compared to raw beans while also ensuring farmers receive higher incomes.
Strategic recommendations
Industry specialists believe that to maintain momentum and secure its place in the global market, Vietnam must adopt a three-pronged strategy.
First, investment in deep processing technology must be accelerated. Government support through preferential credit policies could play a crucial role in enabling businesses to acquire the necessary machinery and production lines for instant and specialty coffee.
Second, Vietnam must prioritize the development of a strong national coffee brand. Experts point to models such as Thailand’s Jasmine rice and Colombia’s Arabica coffee, both of which have achieved global recognition. A similar effort in branding would enhance Vietnam’s visibility and competitiveness on the international stage.
Third, attention should be directed toward emerging markets such as the Middle East, South Asia, and Eastern Europe, where demand for coffee is growing rapidly. These regions present opportunities for processed Vietnamese coffee to establish new distribution channels and expand market share.
At a turning point
With international coffee prices at record highs and global consumption continuing to rise, Vietnam’s coffee sector stands at a turning point. The ability to move beyond raw exports and build a stronger international identity could define its future role in the global coffee trade.
As industry experts stress, Vietnam now faces a critical choice: remain a bulk supplier of raw beans, or transform into a producer of high-value, branded coffee products that command a stronger position in world markets.
