Vietnamese coffee companies exhibited at "Kaffee Campus 2026," a coffee-industry trade fair held in Berlin, Germany, on May 5, 2026. Exhibitors included Phuc Sinh Corporation, Dung Loi, and Don Elephant. Each company displayed branded roasted and ground products, specialty coffee, filter coffee, and "coffee husk tea" made from coffee husks, pitching the German market on a shift from a "mass-supply nation" to a "specialty-producing nation." The event was organized by the German Roasted Coffee Association.
A booth pushing value-added products
Vietnam has traditionally been known for the mass supply of green beans (especially Robusta), but this time the exhibits put roasted, branded products and specialty-grade beans front and center. Products that make use of by-products, such as coffee husk tea that reuses coffee husks, were also on display, and the emphasis on added value and sustainability stood out — not mere raw-material supply. The aim is to enter the high-price market directly through Germany's artisanal roasters.
Germany, a strategic linchpin market
Germany is one of the largest markets, accounting for 13.7% of Vietnam's global coffee exports. Coffee trade between the two countries reached 1.22 billion USD in 2025 (about 189.1 billion yen at 155 yen to the dollar), surging 103% by value and 48.5% by volume. Germany's coffee market is worth about 20 billion euros a year, per capita consumption runs to 167 liters annually, and roughly 2,500 roasters operate in this mature market. Breaking into the high-price tier in this vast market is Vietnam's strategic goal.
Key figures (converted to Japanese yen)
| Item | Details |
|---|---|
| Event name and date | Kaffee Campus 2026 (May 5, 2026, Berlin, Germany) |
| Organizer | German Roasted Coffee Association |
| Main Vietnamese exhibitors | Phuc Sinh Corporation／Dung Loi／Don Elephant |
| Germany's Vietnamese-origin share | 13.7% of Vietnam's global exports |
| 2025 trade between the two countries | 1.22 billion USD (about 189.1 billion yen) / +103% by value, +48.5% by volume |
| Size of Germany's coffee market | About 20 billion euros a year / 167 liters per capita |
How locals see it
Andreas Giest, chairman of the German Roasted Coffee Association, remarked, "Vietnam has many high-quality Arabica varieties, but further development is essential to raise its direct presence in premium shops." Exhibitors voiced a desire to strengthen their pricing power by connecting directly with European artisanal roasters. Earning recognition in the specialty market is also boosting the confidence of Vietnamese producing regions.
Impact on Vietnam fans and travelers
The shift of Vietnamese coffee from "cheap mass supply" toward "specialty" is also reflected in the local café culture. In Ho Chi Minh City and Hanoi, specialty cafés that care about origin and roast level are increasing, and travelers can now enjoy both the traditional phin (Vietnamese coffee filter) coffee and cutting-edge cups. If you're interested in the latest café scene,our explainer on the five major Vietnam café trends of 2026is worth reading as well.
Ripple effects on the industry
The specialty pitch at a European trade fair symbolizes a structural transformation in Vietnam's coffee industry. As an industry that has relied on raw-material exports steers toward branding and higher value, improved producer earnings and stronger regional coffee brands are anticipated. "Vietnam International Sourcing 2026" is also scheduled for September 3–5, 2026, in Ho Chi Minh City, and opportunities for negotiations with overseas buyers look set to widen further. As for the domestic push to compete on specialty quality,the results of the Vietnam Amazing Cup 2026are also worth watching.
Practical information
| Item | Details |
|---|---|
| Exhibiting companies | Phuc Sinh / Dung Loi / Don Elephant, and others |
| Main products exhibited | Roasted and ground beans, specialty beans, filter coffee, coffee husk tea |
| Next business opportunity | Vietnam International Sourcing 2026 (September 3–5, 2026, Ho Chi Minh City) |
| Target market | High-price, specialty markets in Europe, including Germany |
Summary
The Vietnamese presence at Kaffee Campus 2026 reflects the process of one of the world's largest Robusta-supplying nations evolving into a specialty-producing nation. The challenge of pitching added value in a mature market like Germany is a move that lifts the region's earnings and brand value. It's a development you can't afford to miss if you want to understand the "next stage" of Vietnamese coffee.
Source:Coffee Geography
