ベトナムの日常に溶け込むこの風景は、フランス植民地時代から続く長い歴史の中で育まれてきました。世界第2位（ICO統計）のコーヒー生産国であるベトナムは、独自のコーヒー文化を築き上げてきたのです。
Production centered on the rich, fragrant Robusta variety is a hallmark of Vietnamese coffee. Robusta accounts for more than 90% of the country’s output.
So why Robusta?
In the 1980s, coffee cultivation took off in earnest under the leadership of the Vietnamese government. The variety they chose was the pest- and disease-resistant Robusta. It paired well with the climate of the Central Highlands, and production surged—growing Vietnam into the world’s second-largest coffee power in just 20 years.
When it comes to traditional Vietnamese coffee, the brewing method that uses the distinctive phin (Vietnamese coffee filter) is its signature. The phin is a small metal dripper: you pour hot water over the grounds and extract the coffee slowly, drop by drop.
And we can’t forget the pairing with condensed milk. The harmony between bitter Robusta and sweet condensed milk has captivated countless people. Unique variations such as egg coffee and coconut coffee also speak to the richness of Vietnamese coffee culture.
What Is Third-Wave Coffee?
Have you ever heard the term “third wave”?
It’s a phrase describing the evolution of coffee culture, also called the third wave. Looking back at the history of coffee culture, it can be broadly divided into three waves.
The first wave was the popularization of coffee. With the spread of instant coffee, this was the era when anyone could easily enjoy coffee. The second wave was the rise of “Seattle-style” cafés, typified by Starbucks, and the spread of a style of enjoying customized espresso drinks in stylish spaces.
And the current third wave is a culture of enjoying the individual character of the coffee bean itself. It values the changes in flavor that come from differences in origin and variety, and its hallmark is brewing carefully, one cup at a time.
In the third wave, even the roast level—which used to lean toward dark—is varied to suit each bean’s character. Its defining trait is a pursuit of high-quality coffee in small batches rather than mass production.
Interestingly, the “single-cup” hand-drip method that was common in Japanese coffee shops was, globally, a rare way to brew. Now, this style is being re-imported and praised in Europe and America.
The spread of the third wave has also been shaped by activities such as fair trade and the Cup of Excellence (COE). The movement to respect producers and build a sustainable coffee culture is heightening interest in high-quality coffee.
The Rise of the Third Wave in Vietnamese Coffee
A new wind is beginning to blow through Vietnam, with its traditional Robusta-centered coffee culture.
この数年、ベトナムではアラビカ種の生産にも力を入れるようになりました。ホーチミンから北東に約300kmにあるダラット（ラムドン省ダラット市）は、標高1,500mの高原の街で、アラビカ種の主要生産地となっています。
This change goes beyond mere diversification of production. It is also having a major impact on coffee-consumption styles within Vietnam.
Even in Vietnam, where traditional condensed-milk coffee was mainstream, the style of drinking it straight—as in Europe, America, and Japan—is starting to draw attention. In Da Lat, as well as Hanoi and Ho Chi Minh City, new-wave cafés that let you enjoy the high-quality flavor of Arabica are opening one after another, gaining popularity especially among young people.
More and more cafés are putting their passion for coffee front and center, like Market Lane Coffee’s catchphrase, “We love to make coffee for the city that loves to drink it.”
The third wave’s influence also shows in menu wording. European and American cafés increasingly use simple categories like “WHITE,” “BLACK,” and “FILTER,” a trend also seen in Vietnam’s newer cafés.
This third-wave momentum is opening up new possibilities for Vietnamese coffee. A shift is beginning—from the traditional pairing of Robusta and condensed milk to a culture of enjoying a wide range of flavors.
Vietnam’s Position in the International Market
What position does Vietnam hold in the global coffee market?
As of 2025, Vietnam plays an important role in the international market as the world’s second-largest coffee exporter after Brazil. In Robusta production in particular, it ranks among the world’s top producers, and its beans are used as a raw material for instant coffee around the globe.
この数年の市場動向を見ると、伝統的な練乳入りコーヒーとモダンなサードウェーブ系アラビカコーヒーが並走する傾向が顕著です。この二極化は、ベトナムコーヒーの多様性を示すとともに、異なる市場ニーズに対応する戦略的な動きとも言えるでしょう。
In terms of prices, the green-bean price of Arabica has surged since late 2024. This is attributed to dry weather in Brazil and a drop in Vietnam’s production. Trade issues such as a 10% U.S. tariff on Robusta have also added upward pressure on prices.
Shifts in consumer needs are also worth noting. Among the positive assessments of Vietnamese coffee, “good aroma,” “rich taste,” and “affordable price” rank highest. At the same time, demand for “premium-feeling packaging” is on the rise, raising the importance of brand strategy.
In this market environment, Vietnam’s coffee industry is developing around the axis of “protecting traditional flavors while pursuing sustainable quality improvement.” Efforts to balance quality and sustainability are advancing—such as introducing resource-saving technologies in Robusta production and obtaining single-estate certification for Arabica.
The Future Outlook for Vietnamese Coffee
Vietnamese coffee, where tradition and innovation intersect. How will its future unfold?
With Arabica prices predicted to rise further by the end of 2025, Vietnam’s coffee industry stands at an important crossroads. The number of modern coffee-shop openings has increased 15% from 2024, and the third wave is steadily spreading.
Especially noteworthy is that obtaining sustainable-agriculture certification is becoming an essential requirement for export competitiveness. The shift to environmentally conscious production methods is becoming an important factor in raising one’s standing in international markets.
Media that convey the appeal of Vietnamese coffee from multiple angles are also increasing. Content is becoming richer—introducing cafés and shops, explaining bean varieties and ways to drink them, and carefully showing how coffee has taken root in people’s lives.
“Feeling the pulse of a city and its people through coffee”—by offering experiences like this, efforts to convey the rich world of Vietnamese coffee are spreading.
Going forward, Vietnam’s coffee industry is expected to develop in diverse ways—incorporating the influence of the third wave while keeping the strength of its traditional Robusta-and-condensed-milk pairing. Expanding production of high-quality Arabica, spreading sustainable farming methods, and strengthening brand power in international markets will be key factors shaping the future of Vietnamese coffee.
Summary
Vietnamese coffee is evolving from the traditional pairing of Robusta and condensed milk toward diverse developments influenced by the third wave. Drawing on its strength as the world’s second-largest coffee producer while also investing in high-quality Arabica, it is strengthening its competitiveness in international markets.
The experience of connecting with Vietnam’s culture and people through coffee offers value beyond that of a mere beverage. Vietnamese coffee’s stance of embracing innovation while protecting tradition may point to one direction for the future of coffee culture.
The next time you have a chance to drink Vietnamese coffee, why not let your thoughts dwell on the history and future contained in that single cup?
