On March 26, 2026, the "Global Coffee Alliance (GCA)," led by major Vietnamese coffee firm TNI King Coffee, was officially launched atHanoi. Declared at the International Coffee Conference 2026, attended by diplomatic delegations from 19 countries worldwide, this alliance is a grand vision that unites 125 million people working in the coffee industry.
News overview
The Global Coffee Alliance (GCA) launched in Hanoi on March 26, 2026, as a multilateral platform to promote the sustainable development of the coffee industry. Its establishment was officially declared at the International Coffee Conference 2026, attended by diplomatic delegations from 19 countries.
Le Hoang Diep Thao, founder and CEO of TNI King Coffee, stressed, "We need a framework in which producing and consuming nations work together as one to tackle challenges of climate change, market volatility, and stronger supply-chain transparency." The GCA aims for four pillars: securing farmers' incomes, protecting ecosystems, advancing digitalization, and strengthening supply-chain transparency.
Vietnam, the world's second-largest coffee exporter andRobustalargest producer, took on the host role this time. It also served as a venue to make an international case that the country is more than a mere raw-material exporter, with strengthened processing and brand-building power.King Coffeeis known as a brand that has long worked on improving international coffee quality and supporting farmers, and leading this alliance is an extension of that.
The long-term goal set out is to build a technology-driven global coffee ecosystem aligned with a net-zero emissions target by 2040. Contributing to better livelihoods for the roughly 125 million people working in the coffee industry is also a key mission.
Vietnamese readers' reactions
On social media and in the comment sections of local media, voices welcoming the launch stood out.
· "I hope an era comes when Vietnamese coffee is more fairly valued in the world. As a farmer, this is truly happy news." (a coffee farmer living in Gia Lai)
· "Harvests have been unstable these past few years because of climate change. Having an international support framework gives me a little peace of mind." (an agricultural worker in Buon Ma Thuot)
· "I hope Vietnam can send its brands out to the world, not just export raw materials." (an entrepreneur in his 20s living in Ho Chi Minh City)
· "I've followed Le Hoang Diep Thao's leadership for years. This GCA launch is the culmination of her work." (a coffee-industry insider)
Impact and key points for Japanese tourists
This news symbolizes a trend in whichVietnamese Coffeethe industry is shifting from "quantity to quality." For Japanese tourists, it can also be read as a sign that opportunities to experience specialty coffee and farm-direct coffee on the ground will keep expanding.
When traveling,King Coffeea coffee experience at a directly run store is also recommended. While savoring a cup from a brand that supports sustainable farming, we hope you'll get a taste of the depth of Vietnamese coffee. Also,Souvenirspacks of Vietnamese coffee beans are popular as souvenirs, but sustainable coffee looks set to join the options going forward.
Reference:Global Coffee Alliance launched to drive sustainable, inclusive growth（VietnamPlus）
