Vietnam's coffee industry took off after the Vietnam War ended in 1975, especially after East Germany signed the coffee procurement agreement with Vietnam. Based on what Vinamilk, Nestle and Nutifood are currently doing, analysts believe the three big companies will focus on the mid- and low-end market, especially the takeaway food segment. “Filter coffee with condensed milk is a favourite drink of many international friends. It also relates to the forecasting and navigation, which offer a number of solutions for the period until 2020. The competition for coffee in Vietnam is fierce, and some places inflate their profits by mixing in cheaper chemicals. Competition is fierce among the top five coffee shop chains in Vietnam, but Highlands Coffee tops the revenue spot. Twelve large ecosystems will be established across retail and institutional services in Vietnam by 2025, constituting a revenue pool of about 2.4 trillion VND (100 billion USD). It was an immediate success and gave the country an economic boost. Their products are similar, but each of them has special characteristics which make them original. This first report presents the Vietnamese coffee industry, production, habits of consumption, value chain, key trends and challenges for anyone interested in production, trade or distribution of coffee. Vietnam Coffee Market is witnessing a CAGR 8.07% during the forecast period (2020-2025). Major coffee brands like Highlands, Vinacafe and Passio are trying to win over new customers with street carts in places with heavy traffic. For a more comfortable reading, it is quite suggested to open the report in full screen! The director of a supermarket chain in Hanoi commented that the “heat” created by Kinh Do has “fanned the nape” of the big guys like Trung Nguyen, Nestle and Vinacafe Bien Hoa. Where is coffee grown in Vietnam? 8 6. the context of the increasing competition, Vietnam coffee sector needs a better path out to help mitigate coffee farmers’ risks. Coffee is one of the highly attractive industries in Vietnam. Your best bet is to pay a bit more and go to a nice cafe. Those for a coffee shop could include: name, location, menu, prices, operation hours, seating capacity, traffic count, customer decor, customer service, reputation, competitive advantage, and taste/quality, among others. Over the time, Nescafe seems to get the position in the coffee market, and people in Vietnam surely think first about Nescafe. Why illegal forex trading is doomed to failure from the start? Coffee lovers are proving coffee to be a hardy stock even during a recession. A branding expert noted that Trung Nguyen’s has not effectively renewed its brand image in the eyes of consumers, and the business strategy has also been inappropriate. Scope of the Report. One of these crusaders was a French missionary priest, clearly not from the Mormon Church. Organised by: But the country is also home to a solid culture of consuming hot and iced coffee. Venue: 799 Nguyen Van Linh St., Dist. The provinces of Dak Lak, Lam Dong, and Gia Lai produce the lion's share … In 2004, Indian Coffee brand Tata won three gold medals at the Grand Cus De Cafe Competition. While Covid-19 has caused financial hardship for many, it has not hurt the wealthy, who are still buying luxury items but not at the same level as they did before the pandemic. The major players in the instant-coffee market failed to attract public attention with their recent marketing campaigns, but new coffee brands have been able to do this. Vietnam coffee chains take their fight to the streets. Vietnam's coffee export in January-April reached 466,000 tons, down 41% over the same period of last year. The other four leaders are Starbucks, Phuc Long, Trung Nguyen and The Coffee House. Change in total production, 2015-2019. The first Ong Bau opened in February 2020.Analysts say that Ong Bau targets low and moderate income buyers. Highlands Coffee has been expanding its chain at a lightening speed, while Trung Nguyen has opened E-Coffee and Cong is exporting products. Instant Coffee Market was valued at USD 23.26 Billion in 2018 and is projected to reach USD 31.97 Billion by 2026, growing at a CAGR of 4.03 % from 2019 to 2026.. I believe I will give my best performance with this costume at the Miss Universe contest,” Thuy said according to Vn Express. 24 4.3 Swot analysis of Vietnam’s retail market 25 4.4 Competitive strategies 28 4.5 Governmental influences in Vietnamese retail market 30 5 E-Commerce in Vietnam … First, online ordering has become more common in Vietnam and should be launched as soon as the restaurant is opened. One of the most popular ways to brew a cup of coffee in Vietnam is using a very simple, single-cup gravity drip system. Analysts believe the instant coffee market is getting less attractive because of stiff competition from natural healthy drinks, but it is still a lucrative market.For many years, the instant coffee market has been the playing field of the three biggest players – Trung Nguyen with G7 brand, Nestle with Nescafe, and Vinacafe with Vinacafe.Experts predicted that after 2018, the Vietnamese instant coffee market would have value of VND7 trillion a year. The Vietnam Association of Seafood Exporters and Producers (VASEP) expects that Vietnam will be able to export seafood worth US$8.6 billion this year thanks to a high demand at the end of the year. Photo by VnExpress/Dat Nguyen. If you compare them, go ahead and write descriptions in the table. By Thi Ha October 4, 2019 | 07:46 pm GMT+7 A Highlands Coffee street vendor in Ho Chi Minh City. So, the first task is to care about the quality by improving breed, creating a new variety with high productivity and good quality. Trung Nguyen exports its products to more than 60 countries, including major markets such as the United States, the European Union, the United Kingdom, , China, Canada, Russia, Japan, Dubai and … Based on what Vinamilk, Nestle and Nutifood are currently doing, analysts believe the three big companies will focus on the mid- and low-end market, especially the takeaway food segment. While the “big guys” have been slowing down their pace, new coffee brands have geared up to conquer the domestic market. New sale promotions on automobiles are expected to be run after the 50 percent vehicle registration tax reduction policy expires. With diversified franchise modes, Ong Bay is expected to expand rapidly. Informed by the story of Colombian coffee, integration into the international coffee community is not only a way out of Vietnamese coffee’s present dilemma; it is also a way of adding value to Vietnam’s current coffee sector. Fierce competition. The leader of the Vietnamese coffee market is a domestic brand: Trung Nguyen. Nestle is giving its instant coffee brand Nescafe and its Nespresso single-serve coffee a shot in the arm as fast-growing rivals with lean cost structures chip away at its global dominance. Once again, problems have arisen concerning the transfer and pick-up of passengers at Tan Son Nhat International Airport in HCMC. Vietnam Trade Promotion Agency Ong Bau can be located at any corner in Vietnam. Café in Vietnam under the French, an ever-growing pain in the backside of Vietnam, had for a number of years in the 19th century been slowly staking their claims on Vietnamese soil. Trung Nguyen, the coffee company of Dang Le Nguyen Vu, known as the Vietnamese Coffee King, has not gained success with the G7 brand and his strategy of asking Vietnamese patriots to drink Vietnamese coffee. With the production of 3.6 billion metric ton of green coffee, Brazil is the largest producer globally, followed by Vietnam, Colombia, Indonesia, and Ethiopia. 6. But it can also refer to any of the coffees grown and produced in Vietnam. However, the competition of several coffee brands along, especially Trung Nguyen and Vinacafe, is in heat. Some factors must be developed to differentiate from competition and create a competitive advantage. Foodservice volume growth of coffee started outpacing that of retail coffee late in the review period, from 2017 onward, as retail coffee has faced strong competition from the rising number of coffee shops and coffee street vendors. So famous is Giang that … Mobilizing VND 485 million for Vietnam’s Specialty Coffee Competition, 2019 (28/02/2019, 08:43) A representative of Buon Ma Thuot Coffee Association said that the Organizing Committee of Vietnam Specialty Coffee Contest 2019 has mobilized 8 enterprises to participate in sponsoring for the contest with a total amount of VND 485 million. However, with the right dose of detailed planning and meticulous execution, starting and running a coffee shop in Vietnam can be a remarkably profitable business. After experiencing failure with a canned-liquid coffee, Nestle has been focusing on developing its familiar products to preserve its market share. The top coffee growers are Brazil, Vietnam and Columbia. Vietnam is a wolrd-leading producer and exporter of coffee beans. In a similar move last month, Trung Nguyen, a leading coffee chain in Vietnam that has traditionally operated middle and high-end coffee shops, launched E-Coffee, a small scale coffee shop franchise targeting takeaway customers. Photo by VnExpress/Thi Ha. Meanwhile, a cup of coffee at a pavement café in Vietnam is priced at VND10,000 ($0.5), and a cup of Trung Nguyen cappuccino coffee is at VND65,000, or more than $3. (Vietnam Coffee Annual 2019) Germany, the United States and Italy are the top buyers of Vietnamese coffee. The local condominium market is expected to maintain growth in the amount of information about property products posted on batdongsan.com.vn and the level of interest in 2021. He went on to say that Vu, the owner of Trung Nguyen, was busy with strategies to compete with Starbucks, Coffee Bean & Tea Leaf and Highland’s Coffee chains and is paying less attention to instant-coffee products, which are the main source of income for Trung Nguyen. With the production of 3.6 billion metric ton of green coffee, Brazil is the largest producer globally, followed by Vietnam, Colombia, Indonesia, and Ethiopia. Vietnam Competition Coffee, Vietnam Competition Coffee Suppliers and Manufacturers Directory - Source a Large Selection of Competition Coffee Products at coffee machine ,green coffee bean ,coffee table from Vietnam Alibaba.com Enterprises need to see the Covid-19 shock as an opportunity to turn things around and reform themselves. (Vietnam Coffee Annual 2019) Vietnam’s equity market has been attracting trillions of VND in investment capital via the flourish of equity funds. Vinamilk, the nation’s leading dairy producer, failed when attempting to jump into the market in 2005 with Moment instant coffee and in 2009 with Vinamilk Coffee.Vinamilk has introduced bottled coffee and has changed its distribution strategy: it now sells products through off-trade channels as well as an on-trade channel with the Hi-Café chain.Nutifood and Ong Bau chainOng Bau is the product of the three ‘big guys’ – Dong Tam, Hoang Anh Gia Lai and Nutifood. The company, with Nescafe brand, ranks second in the market in revenue, but first in sales of 3-in-1 instant coffee. In fact, Coffee became Vietnam’s major economic contributor. Paul Le, Import and Export Director of Central Retail Vietnam – the contest’s organisers – said that prestigious coffee producers and traders of Vietnam gathered at the contest to work together to build a completely new coffee product to suit the tastes of Western countries – the largest coffee consuming market in the world. Le Vietnam Int'l Cafe Show 2020 aura lieu du 28 au 30 mai 2020 au Saigon Exhibition and Convention Center (SECC), HCMC, Vietnam. After HCM City decided to temporarily close restaurants and catering services with the capacity of more than 30 customers, they began selling online and delivering food. The three ‘big guys’ in the food industry – Vinamilk, Nestle and Nutifood -- have begun running café chains. Phindeli has fallen into the hands of Kinh Do Group, a sweets and consumer goods manufacturer which holds a large distribution network in Vietnam. Phuoc Ha. All Rights Reserved. The other four leaders are Starbucks, Phuc Long, Trung Nguyen and The Coffee House. Coffee production by country, thousand 60-kg bags. GMT+7, Restaurants, coffee chains in Vietnam switch to selling online delivery, Battle heats up among coffee chains in Vietnam, Commercial aviation rights viewed from Competition Law, ADB raises Vietnamese GDP growth forecast to 2.3% this year, Vietnam’s equity market attract capital via funds, Condo market set for bumper 2021: experts, Cars to remain affordable after preferential tax reduction expires, US largest importer of Vietnam’s agro-forestry-fishery products, Vietnam to have 12 ecosystems with revenue of 100 billion USD: McKinsey, Precious agarwood collection in Vietnam worth up to $1 million, Finance Ministry warns about trillion VND-losses after equitization, Spending falls amid COVID-19, but luxury brands continue to open in Vietnam's busy retail market, Covid-19 pandemic shock: Opportunities in risks, VIETNAM BUSINESS NEWS HEADLINES DECEMBER 13, Vietnam further improves business environment, Developers’ commitment to Vietnam illustrating strengths, Statistical upgrade aids revision of GDP efforts, VASEP forecasts 2020 seafood exports at US$8.6 billion. Compare and/or rank your competition to these variables. Coffee, Cooperation and Competition: A Comparative Study of Colombia and Vietnam Coffee, Cooperation and Competition: A Comparative Study of Colombia and Vietnam Authors: 1 Adriana Roldán-Pérez Maria-Alejandra Gonzalez-Perez Pham Thu Huong Dao Ngoc Tien Research assistants (Colombia): Franz Xaver Riegler Stephanie Riegler Catalina Tabares Melissa Eusse Research assistant (Vietnam): Nguyen Thu Hang 1 Acknowledgements: Funding: Universidad EAFIT, Colombia Foreign … The quick and easy preparation in a short span of time is the crucial aspect of the rise in the market revenue of Instant Coffee as well as high antioxidant content will foster market growth. Direct competition are other coffee shops who compete for the same coffee dollar you’re going after. The expert said that Trung Nguyen has been pursuing a sales policy which mostly targets traditional markets. Who, in 1857, had brought with him a coffee plant in the hopes of growing some beans. In 1857, the French introduced coffee to Vietnam. With the demand for quality food products surging during the Covid-19 pandemic, Vietnamese consumers are leaning toward local food as it has a clear origin, it was announced at a food event held on December 9. After a period of strong negative impacts caused by the pandemic, real estate investment activities in Asia-Pacific and Vietnam in particular started to show signs of recovery in the second half of the year. Post forecasts MY19/20 bean exports at 25.5 million bags, consistent with the MY18/19 USDA official number. As for Nutifood, the company hasn't concealed its ambitious plan to conquer the instant coffee market.Nestle with Nescafe HubNestle, a big player in the food – nutrient industry, opened a café serving takeaway products, called Nescafe Hub in Hanoi last March. As coffee is not nearly as popular as tea in India, 80% of the country's coffee production is bound for export purposes, with the main buyers being Europe and Russia. Nestle is also tailoring its drinks to new international markets, such as Coffee Viet made with fish sauce popular in Vietnam or Nescafe Arabiana with cardamom in the Middle East. Depending on coffee production, countries, like Brazil and Vietnam accounts for the highest production of coffee, in terms of volume, owing to suitable coffee growing conditions. The site will process 2,500 tons of coffee per year. The Cao Nguyen Coffee Service JSC, which owns Highlands Coffee, recorded revenues of VND1.6 trillion ($68.67 million)… Post … Vietnam’s stable political environment, rapid economic growth, competitive production cost and a large workforce are key factor ensuring the country’s status as an attractive investment destination. In 1976, Brazilian coffee beans underwent poor harvest so that the price of coffee rose suddenly and sharply. 4 Analysis of the Vietnam food retail market 21 4.1 Current status of Vietnamese retail sales 21 4.2 The main competitors in Vietnam’s retail market. In 1977, East Germany signed an agreement with Vietnam to assist coffee bean planting. And even better yet, go to a place where the coffee is made right in front of you. Vietnam coffee industry will concentrate in improving the quality of coffee products. The price of a cup of coffee is low to only USD 0.5 in Vietnamese street, which is affo… RELATED: 6 REASONS VIETNAM IS THE PERFECT DESTINATION FOR FIRST-TIME TRAVELLERS. For many years, the instant coffee market has been the playing field of the three biggest players – Trung Nguyen with G7 brand, Nestle with Nescafe, and Vinacafe with Vinacafe. For many years, the instant coffee market has been the playing field of the three biggest players – Trung Nguyen with G7 brand, Nestle with Nescafe, and Vinacafe with Vinacafe. Coffee is very cheap in Vietnam and is a favourite drink of Vietnamese. “The presence of Dao coffee brand in Vietnam alone is enough to show that the coffee competition in Vietnam has escalated to a higher level,” the branding expert said. According to research firm Vietnam Industry Research and Consultancy JSC (VIRAC), the country’s biggest coffee chains all saw double digit revenue growth in 2018. Here are some details on the coffee consumption habits in Vietnam as well as an overview of the production of coffee … for the purpose of economic gain and not for personal sustenance). While many cafe chains have succeeded, others failed. Highlands Coffee earned pre-tax profits of VND129 billion ($5.54 million). ... as a result of mounting competition. Many equitized enterprises have suffered big losses as state capital in these unprofitable enterprises is difficult to sell because of unreasonable pricing. About 90%of the output from this facility will be exported to other markets in Asia including Thailand, the Philippines, Malaysia, Singapore, Hong Kong, Taiwan and Indonesia. However, analysts believe that with the initial feedback from the market, it is highly possible that Nestle will expand the network products priced at between VND22,000 and VND50,000. Take advantage of creative secondary research like Yelp reviews and social media as well. Adpex JSC The coffees mentioned in the thesis research are green coffee, roasted coffee and instant coffee. Due to intense competition, Vietnam's policy of coffee production has shifted to a new era with two objectives: firstly, to maintain its position as the world’s second largest producer and exporter of coffee green beans; secondly, to double the added value in coffee production by increasing productivity, quality and value addition. Home. Given a high-risk nature, losses are almost inevitable for investors in forex trading. And with God’s will, … Competition In Vietnam's Coffee Market is Hotter Than Ever. “The presence of Dao coffee brand in Vietnam alone is enough to show that the coffee competition in Vietnam has escalated to a higher level,” the branding expert said. After reassessment, the Vietnamese economy is expected to enjoy an even bigger scale from next year, better reflecting the country’s economic structure. Café du Monde was the original French market coffee stand, showing up in New Orleans only a few years after the French introduced coffee in Vietnam (1862). The project started in April 2018 in Vietnam and finished in July 2018 in Vietnam. Custom Research; About; Contact +1 617-765-2493; Vietnam Coffee Market - Growth, Trends and Forecasts (2020 - 2025) Vietnam Coffee Market is segmented by product type (Whole Bean, Ground Coffee and Instant Coffe) and by Distribution Channels, On-trade (Cafes and Foodservice) and Off … Depending on coffee production, countries, like Brazil and Vietnam accounts for the highest production of coffee, in terms of volume, owing to suitable coffee growing conditions. Sources said that Phindeli, a newcomer in the market, is going to launch its instant coffee brand. After zig-zagging through the streets of the Old Quarter, my coffee-drinking accomplice and I stand on the footpath looking up at the sign, checking the blue dot on the map on our phones, peering down the alley – this has got to the be the place, right? Major producer After 1975, in starting production, Vietnam only had a few old processing workshops. According to a report released by the Vietnam Beverage Association, the foreign sector has surpassed the 50% benchmark and is gradually edging out all the domestic competition. Coffee is deep in the DNA of Vietnam, and the country is one of the biggest producers of the beans in the world. During the 1990s, coffee production across the country grew around 20 … Today it operates over 1,000 coffee shops in Vietnam. The land was quickly cultivated into plantations with the intention to develop steady cash crops (i.e. 4 Export of Coffee Beans in Vietnam 5 Market Competition in Coffee Industry in Vietnam 6 Analysis on Major Domestic Coffee Brands in Vietnam 7 Prospect of Vietnamese Coffee … Boonheuang Litdang, vice president of DHG, said she knows about the stiff competition in the Vietnamese coffee market, but she believes there is still room for DHG there. The presence of a Lao coffee brand in Vietnam was a big surprise to many analysts, who commented that DHG must be very daring to confront the “big guys” like Nestle, Trung Nguyen and Vinacafe Bien Hoa. Vietnam’s coffee blends awarded at international competition in Paris January 2018 - Starbucks has announced the return of Vietnam Da Lat coffee to Vietnam. For Nestle, Nescafe Hub is a place where people come and enjoy Nescafe’s products. These include robusta and arabica, which has two major subcategories called moka and catimor. According to research firm Vietnam Industry Research and Consultancy JSC (VIRAC), the country’s biggest coffee chains all saw double digit revenue growth in 2018. The second shop of the chain opened in HCM City in June.Nestle has not revealed any plan on Nescafe Hub expansion. Five coffee chains are locked in a race for top spot in Vietnam, but Highlands Coffee is the clear leader so far. If a restaurant is a Western-food concept, it is still compelling to offer localized menu items to more easily appeal to the Vietnamese market. Brazil is the top coffee-producing country in the world, followed by Vietnam and Columbia. Indirect competition such as donut shops, bakeries, or sandwich shops compete for the same general food and beverage dollar. Store. Offices of foreign countries appear in Vietnam. Consumers opt for local products during pandemic, What to do in Hanoi in 24 hours: Nightlife, 2020 - year of opening the door to the world, A look at Com cake – Hanoi’s favorite treat. Findings – Using value chain analysis, it was found that Colombia and Vietnam produce different types of coffee, and that both have implemented … Gloria Jean’s Coffees from Australia closed in 2017, after a decade of operation in the country. About 80% of all Vietnamese coffee production is located in the central highlands region, which is also a hub for tea, rubber, and silk. Instant Coffee Market Size And Forecast. The State Bank of Vietnam has asked the Vietnam Asset Management Company (VAMC) to come up with a plan to establish a debt exchange and submit it to the competent agencies for approval. There is a serious shortage of empty containers for exports from Viet Nam, Phan Minh Thong, general director of agriculture products exporter Phuc Sinh Joint Stock Company, said. Research competitors by visiting them yourself. Honduras - 348,000 metric tons (767,208,000 pounds) Nestle is the only big guy that has stood firm. The Cao Nguyen Coffee … Vietnam is fast catching up with a reported 2.6 million people in the country employed by coffee manufacturers. The US was the largest importer of Vietnamese agro-forestry-fishery products during January-November, with a turnover of $9.8 billion, up 22.3 percent year-on-year, according to the Ministry of Agriculture and Rural Development. This is reflected in the fierce competition to buy coffee beans from FDI enterprises, to compete for market shares of Nestlé, Trung Nguyen, Vinacafé Bien Hoa and more and more coffee shops. The NYDC, for example, ultimately closed in 2016 after almost 10 years of operation in Vietnam. Also this coffee packaging was selected as the Favourite Design of the Day in France, England and Vietnam. Coffee was introduced to Vietnam by the French in 1857. Besidesm Vietnam also apllies new technology in production. The device starts off with a metal cup that has tiny holes at the bottom. At the showroom of the ‘Northern Agarwood King’, one can see sections of agarwood worth up to $1 million that cannot be found anywhere else in Vietnam. 7, Ho Chi Minh City, Vietnam, Email: firstname.lastname@example.org - email@example.com, Input your email to receive our latest news about Vietnam Foodexpo. Analysts believe the instant coffee market is getting less attractive because of stiff competition from natural healthy drinks, but it is still a lucrative market. Thus, it has not approached the clients with the most potential. 08:00 Vietnam shipped 1.56 million tons of coffee, including more than 36,000 tons of processed coffee, in the 2018-19 season that ended Sept. 30, a Bloomberg analysis of Customs data show. But the visitors to traditional markets are mostly housewives, who rarely drink coffee. Five coffee chains are locked in a race for top spot in Vietnam, but Highlands Coffee is the clear leader so far. In 2018, the woman representing Vietnam wore a food-inspired costume. Dao Heuang Group (DHG), the biggest coffee manufacturer from Laos, has officially joined the Vietnamese market through an exclusive Vietnamese distributor. Vietnam Coffee Annual 2019 Approved By: Megan M. Francic Prepared By: Quan Tran Report Highlights: Post forecasts Vietnam’s marketing year (MY) 2019/2020 coffee production at 30.5 million bags, up slightly (about 100,000 bags) over MY18/19, due to good weather. Even if they buy fewer lattes, sales of coffee beans remain strong. Tel: 024 3772 7988 Fax: (024) 37722734, Email: firstname.lastname@example.org, 10/07/2020 Analysts believe the instant coffee market is getting less attractive because of stiff competition from natural healthy drinks, but it is still a lucrative market. The other four leaders are Starbucks, Phuc Long, Trung Nguyen and The Coffee House. Germany is the top buyer with over 14 million bags going to the country each year. Reconnu comme une exposition de premier plan spécialisée dans le café et la boulangerie, le salon devrait attirer plus de 250 exposants dans le but de former de nouvelles opportunités d'affaires pour les entreprises locales et les entreprises d'outre-mer. VICOFA: The Vietnam Coffee and Cocoa Association VND: Vietnamese dong Weights and measures 1 bag of coffee = 60 kilogram = 132.3 pound 1 ton = 16.67 bags 1 ton = 1,000 kilogram 1 hectare = 10,000 m 2 2 Coffee harvest statistics are usually measured using this period. © 2014 - 2020 Vietnam Foodexpo. Vietnam’s Coffee History. As a global commodity, coffee bean prices can be affected by changes in the relative value of the currencies of producing countries. The group was established in 1996 in Buon Ma Thuot, Đak Lak Province. Vinacafe Bien Hoa, also a famous brand in the instant coffee market, which now holds 40 percent of the instant-coffee market share, has been quiet for a long time after the failure of its “real coffee” marketing campaign. Today, the country produces almost 3 million tons annually. Most coffee-producing countries have made modest gains in overall production over the past several years, while some countries have reduced output in that time. Experts from the Asian Development Bank (ADB) have revised up the nation’s GDP growth forecasts from 1.8% to 2.3% this year following the acceleration of public investment. Opening a coffee shop in Vietnam is a challenging venture for many locals and foreigners due to the increasing competition. In the Vietnamese instant coffee market, ‘veterans’ like Trung Nguyen, Vinacafe Bien Hoa and Nestle are holding their firm positions. US represents largest export market for Vietnamese products. Ground coffee is placed on the bottom of the cup and pushed down with a small circular piece that fits within the cup. The major players in the instant-coffee market failed to attract public attention with their recent marketing campaigns, but new coffee brands have been able to do this. Vinamilk, the nation’s leading dairy producer, wants to make the third try after two failures in the past. Coffee production in Vietnam boomed since it’s beginnings. 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