On Coffee of Vietnam

Vietnamese food always brings a strange breeze in world cuisine because of its richness, tasty moreover there’re always historical stories related to those flavours. Coffee too, more than 150 years ago, when the first coffee seeds followed priests from France on the dock to thrash and wriggle freely in the red earth and their foliage bathed in the sun of Vietnam’s Central Highlands. It is a story with both a depth and a long history of a challenging time.

The first time we rushed into the world coffee market which lead to corner the market. It was when the Vietnam economy opened the door for the first time in the 1990s – 2000s. Because in general, Vietnam is just an emerging ‘player’ entering the market, and all economic concepts are too new. Compared to the veteran players in the world coffee industry like Italy, France and the West, we are just like a newbie in the industry.

However, in recent years, Vietnam is stepping up its integration with the international community. Simultaneously, with the efforts of many thoughtful and influential coffee makers, it has helped improve Vietnamese coffee to some extent. That is something to be proud of.

Besides, we know how to use our coffee in creative and flexible ways to create our own characteristics. Vietnamese coffee is like a jazz song, the taste is like the notes that seem messy and disorder, but they somehow communicate with each other to tell a certain story. Therefore, the buzzing feeling of a traditional Vietnamese coffee cup resonating with the chaotic and hustling traffic has brought an interesting experience for visitors coming here.