Over the past year, Vietnamese coffee has witnessed remarkable growth and transformation in the global market. With rising popularity on social media, trends surrounding Vietnamese coffee are taking the world by storm.

Let’s dive into the most significant changes and trends shaping Vietnamese coffee in 2024.

Coffee exports reached the highest level in history

A Year of Record-Breaking Coffee Prices

2024 marked a milestone for Vietnamese coffee as it achieved the highest prices in history. The domestic price of coffee surged to 80,500 VND/kg, nearly double from February 2023’s 39,000 VND/kg. On the export front, the price climbed from 3,054 USD/ton in January to an astounding 5,855 USD/ton by October, a 91.7% increase in just 10 months. Despite a 10.8% drop in production, Vietnam exported 1.2 million tons, generating 4.6 billion USD, far surpassing the previous year's 4.18 billion USD.

This record-breaking growth was driven by several factors:

European Anti-Deforestation Regulations: Starting in late 2024, European regulations require coffee companies to prove their products are deforestation-free. To secure supply chains ahead of the changes, many European businesses turned to Vietnam for high-quality, compliant coffee.
Climate Change: Extreme weather, including droughts caused by El Niño, has significantly impacted coffee production in Brazil and Colombia. As Brazil’s harvest concluded in late 2024, global markets increasingly relied on coffee producers in the Northern Hemisphere, especially Vietnam.

Vietnamese Coffee Goes Viral on Social Media

Interest in Vietnamese coffee has skyrocketed online. According to Google Trends, searches for "Vietnamese coffee" surged by 61%, alongside phrases like "Vietnamese iced coffee" and "Vietnamese coffee maker."

Globally, Vietnamese coffee brands are making waves:

In Australia, brands like Old Saigon Coffee and Phin Coffee are thriving.
In the US, Copper Cow Coffee and Nguyen Coffee have gained cult followings.

The rise of DIY coffee recipes on platforms like Instagram and TikTok, along with Vietnamese café openings in coffee-centric cities like Portland and Seattle, has fueled global curiosity. Notably, Vietnamese ready-to-drink products are gaining traction, with May Coffee Crew introducing canned Vietnamese coffee in New Zealand (available at Albany and Victoria Park New World stores).

The Rise of High-Quality Specialty Coffee

Specialty coffee is experiencing a surge in demand, driven by consumers seeking premium, sustainable options. Defined as Arabica beans scoring 80+ on the Specialty Coffee Association's cupping scale, these coffees are meticulously harvested and processed to achieve exceptional quality and flavor.

Why the buzz around specialty coffee?

Health Benefits: High in antioxidants, it supports cognitive function and combats toxins.
Sustainability: Consumers are drawn to ethically sourced products that benefit both the environment and farmers' livelihoods.
Investing in specialty Vietnamese coffee not only guarantees superior taste but also supports sustainability and uplifts local communities.

Convenience Meets Quality: Instant Coffee Innovations

While sustainability is a priority, modern lifestyles demand convenience. Instant coffee, now available in eco-friendly, single-serve packaging, has become a staple for busy professionals. No longer limited to traditional tin cans, instant coffee is evolving, blending convenience with premium flavors.

Creative Coffee Recipes Stealing the Show

Move over, classic Vietnamese iced coffee (cà phê sữa đá)! Innovative recipes are captivating coffee lovers worldwide:

Egg Coffee: A creamy, indulgent treat from Hanoi. (Available at Cafe Hanoi in Britomart or Phin at Wellesley Street)
Salt Coffee: Originating from Hue, this unique mix of coffee, salted cream, and sweet condensed milk creates a perfect balance. (Try it at Viki Vietnamese Street Food Restaurant in Glenfield or Teadee Bubble Tea & Coffee in Newmarket!)
Ube Coffee: Featuring purple yam from Southeast Asia, this drink combines earthy sweetness with robust coffee flavours.
Avocado Coffee: A rich, velvety brew for adventurous palates.

These creations showcase the creativity and versatility of Vietnamese coffee culture, blending tradition with innovation.

A Global Love Affair with Vietnamese Coffee

From specialty coffee beans to ready-to-drink products, Vietnamese coffee continues to capture hearts worldwide. This success is a testament to the dedication of Vietnamese farmers, entrepreneurs, and content creators who are elevating the global perception of Vietnamese coffee.

Stay tuned for more updates on Vietnamese coffee trends, recipes, and the unique cultural experiences it brings to New Zealand. Explore our website for more insights and brewing tips!