Many foreign tourists are curious about Vietnamese coffee - Photo: DIEM THI
To help Vietnamese Robusta coffee win over international audiences, we need strong outreach strategies, both remotely and up close.
Win over customers right on your "home turf".
Having traveled by train many times, I've noticed that foreign tourists are increasingly choosing rail transport as their mode of transportation. Trains have many advantages, which is why many domestic passengers are also placing more and more trust in them.
One of the favorite pastimes of many international guests is going to the canteen to enjoy breakfast and savoring a cup of drip-brewed coffee .
They sipped their coffee, savoring the flavor while admiring the scenery of Vietnam, with satisfaction clearly visible on their faces. I suddenly thought, what are we waiting for? Why not use tourism and transportation as connecting links, as "ambassadors," to elevate the image of Vietnamese coffee to new heights?
Product promotion needs more attention. Each passenger carriage has LED screens at both ends, near the entrance. Utilizing these screens to introduce Vietnamese Robusta coffee is also a viable option.
For sleeper carriages, there should be more catalogs showcasing a diverse range of coffee products. It's a bit regrettable that many of our reputable coffee brands are trying to establish a presence in foreign markets through marketing strategies. However, domestically, we haven't fully utilized our strengths to win over discerning customers from around the world.
"Scoring goals" even on "away" grounds.
After my trips to Thailand and South Korea, I noticed that the presence of Vietnamese coffee in restaurants, supermarkets, and convenience stores in those countries is still quite limited.
We have successfully organized Pho Day events in several countries. Thanks to these events, international tourists always enjoy pho whenever they visit Vietnam.
The same approach is needed for coffee. Under current conditions, conducting promotional activities, such as organizing coffee festivals or Vietnamese Coffee Weeks, is entirely feasible. Inviting public figures to participate will further increase its appeal.
Manufacturers should also pay attention to consumer preferences. Depending on the continent, based on geographical characteristics, weather, climate, and even the culinary tastes of each place, coffee should be processed to suit customer preferences.
Besides ground coffee for drip brewing, there needs to be a greater variety of instant coffee products. The type intended for the European market should reduce milk and sweetness, as people are increasingly opting for less fat and sugar.
Packaging and labels need improvement to become more attractive and eye-catching. They should be printed in both Vietnamese and English. For "special" markets in Asia, such as China , Japan, and South Korea , Vietnamese can be printed alongside the language of the respective country.
Ho Chi Minh City has just entered the top 10 best coffee destinations in the world . In Holafly's Coffee Travel Index ranking, Ho Chi Minh City ranked second thanks to several factors, including the combination of its distinctive Robusta coffee beans. This presents an excellent opportunity to elevate "coffee culture," helping Vietnamese Robusta coffee break free from its "background" role.
Among the daily coffee drinkers, there is always a significant number of foreigners. We need to seize this opportunity to market our products, even at small roadside cafes. The goal is to ensure that packages of coffee are always included in the luggage of these customers when they return home. More broadly and far beyond, the aim is to make the world think of Vietnamese coffee whenever it's mentioned.
Tuoi Tre newspaper is holding a forum titled "What needs to be done to help Vietnamese Robusta coffee escape its role as a 'supporting crop'?". The forum is part of the project "Affirming the Position of Vietnamese Robusta," implemented by Tuoi Tre newspaper in collaboration with the Ministry of Agriculture and Environment.
Please send all forum submissions to the email address: robusta@tuoitre.com.vn .
Submission deadline: From now until October 9, 2026.
Excellent articles and unique perspectives will be edited, selected, published, and compensated by the newspaper.
Workshop "Helping Vietnamese Robusta break free from its 'background' role and establish its own brand"
The workshop, organized by Tuoi Tre newspaper in collaboration with the Ministry of Agriculture and Environment, is part of the "Affirming Vietnam's Robusta Position" project, with the support of Golden Coffee Joint Stock Company and Ca Mau Petroleum Fertilizer Corporation. The project aims to transform Vietnam's position as the world's leading Robusta supplier into a strong brand.
The workshop was attended by leaders of state management agencies, leading experts on coffee, branding and marketing, representatives of industry associations, businesses, cooperatives and coffee growers…
Speakers will discuss why Vietnamese Robusta coffee lacks a brand commensurate with its position as a supplier, and examine the barriers businesses face when transitioning from exporting raw materials to building their own brands.
From quality, traceability, and deep processing to Vietnamese coffee culture and the experiences of pioneering countries, the workshop will seek answers to the question: what are the core values of the Vietnamese Robusta brand, and what should all parties prioritize?
Alongside the seminar, the organizers arranged an exhibition space to showcase Robusta coffee products from leading growing regions and businesses. In the brewing area, attendees could directly sample and experience the flavor of Robusta, gaining a new perspective on this familiar Vietnamese coffee.
- Guest arrival time: 13:00, October 9, 2026 (Friday)
- Location: Tan Son Nhat Pavillon Center, 202 Hoang Van Thu Street, Duc Nhuan Ward, Ho Chi Minh City
HỮU CHƠN
Tuoitre.vn
Source: https://tuoitre.vn/nang-tam-robusta-viet-de-the-gioi-nho-ten-ca-phe-viet-100261005163024542.htm
