Vietnam’s coffee industry is entering a historic “golden moment” after the United States announced a 0% import tariff on Vietnamese coffee — a move expected to boost Vietnam coffee exports to record levels. However, behind this trade opening lies a deeper test of adaptability and competitiveness for the nation’s coffee sector.
U.S. Tariff Exemption Opens a New Chapter for Vietnam Coffee
Following the Vietnam–U.S. Joint Declaration on a Reciprocal, Fair, and Balanced Trade Agreement, the U.S. confirmed a list of goods eligible for tariff exemption. The American government stated that priority would go to commodities that cannot be produced domestically or are in short supply — and coffee has become one of the focal products.
According to U.S. President Donald Trump, coffee is among the first Vietnamese exports to benefit from the removal of the 20% import duty. While most Vietnamese products will continue to face this tariff, Vietnam coffee now enjoys a significant advantage in the U.S. market — the world’s largest consumer of coffee.
Vietnam Coffee Exports Hit Record Levels in 2025
Data from the General Department of Vietnam Customs shows that in September 2025, Vietnam exported 81,000 tons of coffee worth US$462 million, up 60% from the same month in 2024. By the end of September, total exports reached nearly 1.24 million tons, valued at US$7.01 billion — up 12% in volume and 62% in value year-on-year.
This milestone already surpasses the US$5.62 billion total recorded in 2024, marking the highest export value in the history of Vietnam’s coffee industry.
The surge is fueled by tight global supply. Major producers such as Brazil and Indonesia have faced extreme weather, while speculative buying by investment funds and volatile trade policies have amplified the shortage. In this environment, Vietnam Robusta coffee has become a top choice for international buyers thanks to its stable supply, competitive pricing, and steadily improving quality.
“A Golden Opportunity and a Real Test,” Says Industry Expert
According to Nguyen Tuan Viet, CEO of VIETGO Export Promotion Company, the U.S. tariff exemption represents both a major opportunity and a test of Vietnam’s long-term strategy.
“The tariff advantage is only the first step. What we currently offer and what the U.S. market wants are not yet aligned. About 85% of Vietnam’s coffee is Robusta, which is strong and high in caffeine, while American consumers are more accustomed to Arabica, which is lighter and smoother,” Viet explained.
“In other words, lower taxes don’t guarantee higher sales if Vietnamese exporters fail to adapt quickly.”
Three Strategic Directions for Sustainable Growth
To fully capitalize on this U.S. trade opportunity, Viet outlined three strategic directions for the Vietnam coffee industry:
Deepen collaboration with global roasters and processors.
Partnering with major coffee companies that understand American taste preferences and have advanced technology can help Vietnam move up the value chain. “We must shift from selling raw beans to selling finished, branded products,” Viet emphasized.
Expand Arabica cultivation in key regions.
Provinces such as Lam Dong, Son La, and Quang Tri have ideal climates for growing Arabica coffee, allowing Vietnam to develop both Arabica and Robusta — a dual advantage shared by only a few coffee-producing nations.
Invest in branding and storytelling for Vietnamese coffee.
“American consumers drink coffee not just for taste but for the story behind it — who grows it, where it’s produced, and how it’s made,” Viet said. “To win globally, Vietnam coffee must tell its story — about its land, its people, and its journey from farm to cup.”
From Quantity to Value: The Future of Vietnam Coffee
Viet also cautioned that the positive effects will take time to materialize.
“Coffee is a complex value chain. It will take one to two years for Vietnamese companies to strengthen partnerships, standardize processing, and build trust with U.S. distributors.”
In the short term, exports are expected to rise sharply due to the tariff advantage and high Robusta prices. But for sustainable growth, Vietnam must transition from exporting volume to exporting value.
“This is not a short race. To truly rise, the Vietnam coffee industry must redefine itself — from a raw bean supplier to a global coffee nation integrating cultivation, processing, branding, and cultural innovation,” Viet concluded.
The U.S. tariff exemption has opened a new era for Vietnam coffee exports, offering unprecedented access to the world’s largest coffee market. Yet, the true success will depend on how quickly the industry adapts — diversifying from Robusta to Arabica, enhancing value-added processing, and building a strong international identity for Vietnamese coffee.
As Vietnam steps into this golden era of coffee trade, the nation faces a crucial question: can it turn opportunity into long-term leadership in the global coffee market?
