Entering the 2025–2035 period, as the global market restructures toward green, transparent, and responsible models, the story of the coffee industry is no longer about production rankings. Instead, it is about value positioning capacity of Vietnamese coffee products. From being a country strong in raw material supply, Vietnam now faces the imperative to transform into a value partner in the global coffee chain. In this new context, branding, sustainability, and soft power increasingly determine market position.
Vietnam’s coffee export turnover surpassing USD 8.6 billion for the first time last year marked a special milestone. As global consumers shift from “drinking more” to “drinking responsibly,” from low prices to sustainable value, and from commercial coffee to specialty coffee, the Central Highlands coffee sector is entering a decisive phase. The region must choose between continuing as a raw material hub or becoming a value space for Vietnam’s coffee industry in a new era.
Vietnamese coffee products
The global coffee market has officially put Vietnam in the spotlight. According to forecasts by the U.S. Department of Agriculture (USDA), Vietnamese coffee products in the 2025–2026 crop year will be able to reach 31 million bags, with each bag weighing 60 kg. This level ranks second only to Brazil, which produces around 65 million bags.
Together, the two countries account for more than 56% of global coffee production, corresponding to 18% and 38%, respectively. This figure is far ahead of the third-ranked producer, Colombia, which contributes only about 7%.
Meanwhile, according to Vietnam’s Ministry of Agriculture and Environment, year of 2025 marked a historic turning point when coffee export turnover reached approximately USD 8.6 billion. This represented an increase of more than 52% compared to the previous year. These are not merely record-breaking figures. They reflect a deeper shift in the global market’s perception of Vietnam’s coffee sector.
More importantly, they signal a strong transition in value orientation. From volume-based trading, Vietnamese coffee is moving toward quality and sustainability. It is also shifting from short-term transactions to long-term partnerships, and from low prices to responsible value.
For decades, the industry measured its success primarily by output. Millions of tons of green beans exported each year placed Vietnam among the world’s leading coffee-producing nations. Yet at the same time, a long-standing paradox persisted. Major growing regions retained very little value. Most of the value added—generated through roasting, brand building, and distribution—remained in stages where Vietnam did not participate in.
Vietnamese coffee bags
The Central Highlands has long identified as a region particularly well suited for coffee cultivation. More than 100 years ago, the French brought coffee to “settle” here, turning the fertile red basalt soil into a true “coffee land.” Yet throughout that long journey, the value of Central Highlands coffee has never fully matched its true potential and quality. In the context of today’s profound restructuring of the global market, Central Highlands coffee now stands at a historic turning point. It is striving to become a regional center of value and branding.
Dr. Pham S., is an agricultural expert in the Central Highlands and former Vice Chairman of the Lam Dong Provincial People’s Committee. He believes that the ongoing shift in Vietnam’s coffee value chain is forcing major growing regions to reassess themselves. This includes areas such as the Central Highlands. When the market no longer asks “how many tons,” but instead “how much value is in each coffee bean,” advantages in area and output alone are no longer enough. Competition has shifted from volume to position within the value chain.
Vietnam’s current coffee cultivation area stands at around 710,000 hectares. Dak Lak, Lam Dong, and Gia Lai are the core coffee-growing provinces, accounting for more than 92.4% of total area and 95% of national output. Coffee market experts emphasize that consumers across all markets no longer ask only “how much does it cost.” They also ask “where does it come from,” and “is it sustainable.” Concepts such as specialty coffee, fine robusta, traceability, and low emissions have moved beyond niche segments. They have become new standards shaping consumer purchasing decisions.
Vietnamese coffee beans
In this context, the Central Highlands is no longer a supply region. The market is now approaching it as a partner with depth. This is possible provided that production and the value chain are reorganized effectively.
At meetings between Central Highlands enterprises and international importers in Buon Ma Thuot or at the Da Lat Coffee Festival, visitors no longer come just to “see the goods.” They look for raw material zones, discuss standards, and sign value-chain-based cooperation agreements. Coffee, once a raw agricultural commodity, is becoming a shared language of quality and branding.
A new picture is also emerging as China, a billion-consumer market traditionally associated with tea culture, enters a strong wave of coffee consumption. This market is growing at around 15% per year. In 2024, China imported more than 180,000 tons of green coffee beans. According to Mr. Tao Jian, a representative of a Chinese enterprise, Vietnam is China’s most important supplier.
Mr. Tao Jian’s assessment highlights an important point. The Chinese market, and the global market more broadly, is turning to the Central Highlands not only for volume. It is also seeking the region’s ability to meet new requirements. These include quality, consumer preferences, global coffee trends, and long-term stability.
For many decades, Robusta—the backbone of Vietnam’s coffee industry—was often placed in a lower segment than Arabica on the global value map. Robusta related to instant coffee and raw material supply, not featuring in narratives about flavor or experience. Today, however, that story is changing.
Vietnamese coffee farms
While China is a rapidly expanding market, South Korea continues to rank among the world’s top ten coffee importers. Japan maintains its position as a stable market with high requirements for quality and reliability. Meanwhile, Singapore has emerged as a “trend laboratory” for Asian coffee. It is a place where specialty coffee, cold brew, and single-origin concepts are tested before spreading across the region. In these markets, people view Vietnamese Robusta through a different lens.
Mr. Ng Zhe Xi is the founder of Lunzo Coffee in Singapore. He explained that Singapore’s coffee culture is strongly influential by Nanyang coffee. This style features dark-roasted Robusta with chocolatey notes and low acidity. These characteristics are very well suitable to Vietnamese Robusta. When done properly, Robusta can absolutely enter higher value segments.
These observations go to the heart of the issue. Value is not created by varieties alone, but by the way coffee is produced. When Robusta is invested in properly, it can move beyond its role as a raw material. This investment includes cultivation, harvesting, processing, and roasting, supported by compelling brand storytelling. As a result, Robusta can enter higher-end consumption spaces.
Amid the strong value transformation underway in international markets, Dak Lak coffee in particular needs to be repositioned. Central Highlands coffee in general should also be a strategic commodity. In this new view, value is measured not only by output, but also by standing in the global supply chain and brand presence. This standing is supported by “soft power” rooted in quality and long-term stability.
Vietnamese source: https://bnews.vn/ca-phe-viet-trong-ky-nguyen-gia-tri-bai-1-nang-luc-dinh-vi-gia-tri/405127.html