Improving quality and building a brand
According to the Agency of Foreign Trade under the Ministry of Industry and Trade, Viet Nam’s coffee exports reached approximately 6.59 billion USD in the first nine months of 2026, down 6.7% in value despite an increase of 16.2% in export volume compared with the same period last year. The main reason was the decline in coffee export prices, particularly those of Robusta coffee, which accounts for the dominant share of Viet Nam’s coffee exports.
Meanwhile, Arabica offers an opportunity to create additional room for growth for Vietnamese coffee. In the first eight months of 2026, Arabica exports reached 61,100 tonnes, worth 402.3 million USD, up 0.9% in volume and 0.2% in value compared with the same period in 2025. In addition, Arabica coffee prices are generally higher and less volatile than those of Robusta, which also has a positive impact on export turnover.
In Viet Nam, many areas have ecological conditions suitable for Arabica cultivation, including Son La Province. According to Nguyen Xuan Hoang, Deputy Director of the Son La Department of Industry and Trade, the province currently has approximately 44,000 hectares of coffee, most of which is Arabica, with estimated output of 50,960 tonnes of green coffee beans.
A total of 35,465 hectares of coffee plantations have been certified as sustainable or under equivalent certification schemes by relevant organisations. However, coffee sales are still mainly based on the export of raw materials, generating low added value. The sector remains heavily dependent on businesses from outside the province and has yet to establish a stable market system.
Nguyen Nhu Hung, Director of Son La Coffee Processing Joint Stock Company (SCP), said the company focuses on Son La Arabica coffee products, linking processing activities with raw material growing areas and pursuing a strategy to increase product value through quality control, preliminary processing, further processing, preservation, and commercial activities.
With an annual production and processing capacity of approximately 12,000 tonnes of green coffee beans, SCP is targeting markets such as China, the Republic of Korea, Japan, Russia, and several European markets. An important issue, he noted, is the need to establish a distinct brand of its own.
“The Son La Arabica Coffee brand needs to be built on four factors: clear origin, consistent quality, a compelling brand story, and credibility in business transactions,” Hung stressed.
Meeting the requirements of individual markets
To increase both export volume and value, Vietnamese Arabica coffee needs to be approached on a market-by-market basis, taking into account specific consumption habits, processing requirements, and product standards. Alongside major importing markets, niche markets with their own distinctive consumption characteristics are also worth attention.
Nguyen Viet Hang, Commercial Counsellor at the Viet Nam Trade Office in Turkiye, said that Turkiye has a strong preference for Arabica coffee. Import prices for Arabica coffee are also relatively high, ranging from 7,856 USD to 8,736 USD per tonne. The fact that several retail brands have included 100% Arabica coffee products in their product portfolios indicates that Arabica can find a place in consumption trends in Turkiye.
Vietnamese businesses need to take the initiative in introducing product samples, learning about importers’ requirements, and participating in specialised trade fairs in Turkiye, such as WorldFood Istanbul, F-Istanbul, and Foodist Istanbul. They should also seek direct meetings with roasters and distributors. When dealing with new partners, businesses need to verify their information and select secure payment terms before signing contracts.
Arabica-producing areas need to establish clear quality orientations and identify their products' origins. International experience shows that the value of Arabica is strengthened when products are associated with their growing areas, processing methods, and quality control systems.
Nguyen Thanh Tai, representative of the Viet Nam Coffee-Cocoa Association
From the perspective of developing the coffee sector, Nguyen Thanh Tai, a representative of the Viet Nam Coffee-Cocoa Association, said that Arabica-producing areas need to establish clear quality orientations and identify their products' origins. International experience shows that the value of Arabica is strengthened when products are associated with their growing areas, processing methods, and quality control systems. Colombia places emphasis on common quality standards; Ethiopia builds value around the distinct identity of its growing areas; while Brazil focuses on organising a stable supply of coffee.
“These experiences offer useful directions for Vietnamese localities that are developing Arabica coffee. These include focusing on improving the quality of coffee supplies on a broad scale and selecting representative products to build a reputation for the sector. The key priorities are to refine technical guidelines to suit the conditions of each locality and strengthen capacities in grading, tasting, and supply organisation.
Businesses need to identify importers, roasters, and target customer groups from the outset so that raw material growing areas can be organised in line with actual market demand,” Nguyen Thanh Tai stressed.
Amid unpredictable fluctuations in the global coffee market, expanding outlets for Arabica needs to be viewed as an important adjustment to the product structure of the coffee sector as a whole. This approach will help diversify consumer markets and enhance the position of Vietnamese coffee in the international supply chain.
