Vietnam’s coffee industry has taken a significant leap forward as global roasters scramble to secure supply from the country. Once known for its affordability, Vietnamese Robusta has now become the most expensive in the world.

A year of record prices and booming profits

In early 2025, the Central Highlands, Vietnam’s coffee capital, is in the peak of its harvest season. The price of green coffee beans remains at an all-time high of $4.80-$4.87 per kilogram. Farmers are seeing record profits, earning $3.24 per kilogram in profit.

Looking back at 2024, domestic coffee prices nearly doubled, rising from $2.72-$2.84 per kilogram to $4.91-$5.00 per kilogram. At its peak, Robusta beans surged to $5.33 per kilogram, while fresh coffee cherries exceeded $1.22 per kilogram - higher than the price of processed beans in 2020.

In the Central Highlands, coffee has been likened to an ATM, generating billions of dong for farmers in 2024.

Meanwhile, on the international market, Vietnam’s rich, bold Robusta has been in high demand.

“We’ve been receiving an overwhelming number of international orders. Some months, we had multiple buyers visiting our facility every day, from Monday to Saturday,” said Phan Minh Thong, chairman of Phuc Sinh Group.

The trend is not limited to traditional markets. By mid-2024, specialty coffee from Son La was sold out immediately after debuting in Chicago, USA. At Phuc Sinh’s factories, 8,000 tons of coffee (equivalent to 400 containers) were completely out of stock.

The company has exported to the Middle East and Europe, but a surprising development was the growing demand from Asian buyers, who have actively built long-term purchasing relationships.

Similarly, Nguyen Thanh Thuy, CEO of Golden Beans Coffee under PAN Group, reported a 40% revenue growth compared to the previous year.

“This success stems from our strategic shift toward exports, prioritizing high-potential global markets,” she said.

According to the Ministry of Agriculture and Rural Development, Vietnam had 718,000 hectares of coffee plantations in 2024, producing 1.95 million tons.

For years, coffee has been a key industrial crop, providing livelihoods for hundreds of thousands of farming households. Vietnam is now one of the top five coffee producers and exporters in the world, holding the number one position in Robusta production.

However, for decades, Vietnamese coffee was associated with cheap prices.

Since late 2023, this perception has shifted dramatically. Vietnamese Robusta has become one of the world’s most sought-after commodities, second only to gold and crude oil in speculative investments.

By November 2024, Robusta prices hit a record $5,533 per ton. The average export price for Vietnamese coffee rose from $3,054 per ton to $5,450 per ton, peaking at $5,855 per ton.

For the full year, Vietnam’s export coffee price averaged $4,158 per ton, an increase of 59.1% compared to 2023 - the highest price ever recorded for Vietnamese coffee.

By the end of 2024, Vietnam exported 1.35 million tons of coffee, generating $5.62 billion, exceeding all previous forecasts. Although export volume dropped 17.1%, revenue soared 32.5%. Compared to 2019, Vietnam’s coffee export revenue has nearly doubled.

Do Ha Nam, vice chairman of the Vietnam Coffee and Cocoa Association, described 2024 as a historic year: “For the first time, Vietnamese coffee has become the most expensive in the world.”

High quality, but branding remains a challenge

Vietnam has consistently ranked among the top coffee producers worldwide, with industry experts praising the quality and taste of its beans. The increasing global demand for Robusta in blends - rising from 20-30% to 30-40% - reflects the growing influence of Vietnamese coffee.

Some international companies have even admitted that Vietnamese coffee is irreplaceable in the European market. They tested beans from other countries for instant coffee production, but could not replicate the distinct flavor profile of Vietnamese coffee.

Vietnam is also leading the charge in implementing the EU’s anti-deforestation regulations (EUDR). Most Vietnamese exporters are already compliant, positioning the country as a top supplier for environmentally conscious buyers.

With global coffee consumption expected to rise, Vietnam’s exports in 2025 are projected to grow by 1.8 million bags, reaching 24.4 million bags.

Vietnamese high-value specialty coffee is now available in over 80 countries, yet the majority of exports are still in raw form. Compared to Thailand and Malaysia, Vietnamese coffee brands remain underrepresented in global markets.

Despite its reputation for high volume and quality, Vietnam must invest in branding and establish a clear classification system from standard to premium grades to enhance export value.

Over the past five years, local enterprises have shifted focus to processing and specialty coffee, with an emphasis on sustainability and carbon reduction.

Phan Minh Thong noted that seven years ago, Phuc Sinh invested in Arabica coffee production in Son La. Today, their specialty coffee is gaining global recognition. “When people think of Vietnamese Arabica, they now associate it with top-tier quality,” he said.

Similarly, Nguyen Thanh Thuy emphasized the importance of value-added coffee. Instead of exporting raw beans, her company focuses entirely on high-value orders under the SHIN Coffee brand.

“This approach maximizes revenue and elevates Vietnamese agricultural products, fulfilling our long-term mission,” she stated.

Tam An