Vietnamese businesses make efforts to expand market for finished coffee

Vietnamese coffee industry needs to develop a broader range of new products.

A typical example is the recent launch of Latte Bang instant coffee by Elys Coffee at the Carrefour Paris supermarket chain. The product, founded by sisters Hua Thuy Lien and Hua Do Quyen, has made a strong impression on the French market. The opportunity began at the end of 2024, when they participated in an exhibition in France and met with retail and marketing experts, including overseas Vietnamese.

It is worth noting that the process from research to shelf placement usually takes 9-12 months, but Elys Coffee was able to shorten this timeframe thanks to an effective strategy. "We carried out the three most important stages at the same time: packaging design, taste research and distribution planning," shared Hua Thuy Lien. The product launch was also elevated by the presence of famous dancer Brahim Zaibat, attracting many KOLs to the event.

Within the framework of the 9th Buon Ma Thuot Coffee Festival in 2025, several producers also announced their success in exporting instant coffee to the US market, such as the case of the Miss Ede brand. These successes prove that the export market for finished coffee is opening up not only for "big guys" like Trung Nguyen but also for emerging brands.

Despite challenges such as long capital recovery period (up to 60 days) and high discounts (up to 20% of the selling price) at the European supermarket chains, if the products are well received by the market, manufacturers will have a better position in negotiations with retailers. Moreover, presence in demanding markets is also a testament to product quality and creates momentum for expansion into other potential markets.

From the success of Latte Bang - Elys Coffee, it is expected that there will be more Vietnamese instant coffee brands reaching out to the world, diversifying their products and scaling up the Vietnamese coffee industry. These pioneering exporters will contribute to sharing experiences, helping other brands develop together, increasing opportunities to expand market share and ultimately benefiting the entire industry.