Vietnam’s coffee bean is entering a phase of asserting a new position on the world map. This is thanks to strong transformations in quality, processing, and a sustainable development mindset. From small-scale production, the industry has gradually built a proactive and highly competitive ecosystem.
Mr. Thai Nhu Hiep is the Vice Chairman of the Vietnam Coffee – Cocoa Association. He said the 2024–2025 crop year recorded exceptional growth. Specifically, Vietnamese coffee exports exceeded $8 billion in value, a breakthrough figure for the entire industry. According to him, this achievement comes from improved quality. It also results from the promotion of deep processing and long-term market expansion strategies.
Before 2020, Vietnam’s coffee bean prices hovered around 30,000–40,000 VND per kilogram. Many farmers lost interest in coffee and switched to other crops such as durian. Meanwhile, businesses continued to build sustainable value chains, prioritizing quality over quantity. When global supply tightened, these linkages created a foundation that helped Vietnamese coffee strengthen its competitiveness.
Vietnam’s coffee bean
Participation in free trade agreements has required Vietnam’s coffee bean to meet strict technical standards. These include technical barriers and EU greenhouse-gas emission reduction requirements. Initially challenging, these standards have in fact encouraged farmers to change their production mindset. They have also engaged more deeply in high-quality processed coffee value chains.
Mr. Hiep emphasized that coffee prices depend largely on farmers’ production decisions and output quality. When farmers take control of production techniques and coordinate with businesses, Vietnamese coffee can maintain stable prices. It can also enhance its reputation in international markets.
Notably, the Ministry of Agriculture and Environment set a goal of reaching $6 billion by 2030. However, Vietnam’s coffee exports in 2025 has been able to reach $8 billion. This reflects an ecosystem of production, processing, and export. It operates responsibly and in line with international standards.
Mr. Hiep affirmed that both Vietnamese Arabica and Robusta have significant potential. With coordinated support, the industry is fully capable of shaping its role in the global market.
Vietnam’s coffee factory
Vietnam’s specialty Robusta has the potential to become a new global symbol of the coffee industry. However, Vietnam has many key export sectors, which means resources for coffee have not been prioritized adequately. Meanwhile, competing countries often concentrate intensely on a single flagship industry and persistently build a national brand around it.
Mr. Hiep believes that for Vietnamese Robusta to rise, the industry must proactively protect and develop its brand instead of waiting for external recognition. Vietnam’s coffee bean is an inherently sensitive commodity, easily affected by natural disasters, conflicts, or speculative markets. Even small shifts in climate or geopolitics can cause significant fluctuations in coffee prices.
Global consumption demand is also shifting, particularly in China, India, Russia, and the Middle East. The area dedicated to high-quality coffee is gradually shrinking. At the same time, international requirements are becoming increasingly stringent.
Vietnamese coffee robusta
Most notably, the European Union’s EUDR regulation on deforestation-free products mandates traceability and anti-deforestation criteria. This presents both a challenge and an opportunity to elevate Vietnam’s coffee bean to higher standards.
Addressing the long-standing “raw product” mindset, Mr. Hiep emphasized that a few short-term communication campaigns cannot build a reliable brand of Vietnamese coffee. For true sustainability, comprehensive investment is neccessary, covering raw-material regions, human resources, and processing facilities, as well as ESG (Environmental, Social, Governance) standards. This investment must be supported by strong financial capacity to pursue a 10- to 20-year strategy.
Mr. Hiep underscored that building a national brand is a persistent, methodical process. It ensures that the true value of Vietnamese coffee is properly recognized in the global market.
Vietnam is currently the world’s largest producer and exporter of Robusta, with over 1.8 million tons per year. The country has ideal natural conditions and concentrated cultivation areas, forming a solid foundation for elevating the Vietnamese coffee brand.
Vietnamese source: https://thuehaiquan.tapchikinhtetaichinh.vn/ca-phe-viet-dinh-vi-lai-vi-the-tren-thi-truong-the-gioi-200937.html