page_title: Coffee production in Vietnam
section_title: Global Marketplace
hierarchical_section_title: Coffee production in Vietnam / Global Marketplace
caption_attribution_description: English: Coffee cup in Hanoi, Vietnam. Русский: Чашка кофе во Вьетнаме. Вьетнамский кофе - один из лучших в мире. Экспортируется в 70+ стран мира.
context_page_description: Coffee production has been a major source of income for Vietnam since the early 20th century. First introduced by the French in 1857, the Vietnamese coffee industry developed through the plantation system, becoming a major economic force in the country. After an interruption during and immediately following the Vietnam War, production rose once again after Đổi mới economic reforms, making coffee second only to rice in value of agricultural products exported from Vietnam.
  However, despite being one of the world's most competitive producer of Robusta coffee, the coffee industry has become a site of contestations, both real and imagined, within the local and global spaces of interactions. In particular, these tensions are a response to the risks associated with the fluctuating coffee economy which then intensified social inequality and environmental degradation. Due to the perceived macro level failures on the part of the government to mitigate these risks, Vietnamese have, on the micro and group level, produce their own strategies to not only address these effects but to also actively participate in the discourses surrounding the production of knowledge relating to livelihoods.
context_section_description: Starbucks opened its first store in Vietnam in 2013, setting a trend for global retailers to follow suit. In 2017, Boncafé, the European producer of gourmet café, opened its first showroom in Ho Chi Minh city alongside a hi-tech factory producing and exporting coffee in Binh Duong city.
  Under the Country of Origin Labelling (COOL) legislation that came out of the 2002 Farm Security and Rural Investment Act (See Section 10816 of 7 U.S.C. 1638-1638d), country of origin for muscle and ground cuts of beef, fish, shellfish, and a variety of fruits, vegetables, and nuts have to be specified. However, some commodities are exempted from such labelling requirements when it changes form/character during specific processing, such as coffee. As such, there is no requirement to stamp “Made in Vietnam” on coffee cans worldwide. This does not however mean it is unavailable elsewhere as ‘Vietnamese’ coffee is available in supermarkets and cafes worldwide, together with the opening of various local brand cafes overseas.
  One example is Trung Nguyên who opened its first international shop in Roppongi, an upmarket district in Tokyo, Japan and then in the prime retail area of Marina bay Sands Resorts in Singapore. Plans are in place to open new outlets in China, the United States and Dubai in the near future. In the retail scene – both in physical cafes and supermarkets as well as online stores, Trung Nguyên coffee and other ‘Vietnamese’ coffee are readily available. Trung Nguyên's online store requires a minimum spending of US$10 in order for products to be shipped worldwide.
  In the US, Vietnamese-style coffee is sometimes confused with that brewed in Louisiana with French roast coffee with chicory.  Vietnamese immigrants who came to the state in the late 20th century adopted New Orleans-style coffee because they were unable to obtain Vietnamese-grown coffee. The French roast style popular in Louisiana was similar to Vietnamese coffee in its relatively coarse grind, which made it an excellent substitute for traditional brewing in the single-serving filter/brewer.  In Vietnam, however, locally produced coffees are characterized by medium roast and do not contain chicory.
  Regardless of how Vietnamese coffee is consumed worldwide; to believe that a developing country's brand name and coffee can go global – perhaps being as ubiquitous as Starbucks – requires more than a suspension of disbelief. Since economic liberalization under Đổi mới, the rate of growth of Vietnamese coffee and an expansion of its local brands, it is possible to see this humble product competing in an international environment with different laws, cultures, tastes and business practices.
caption: A cup of coffee in Hanoi.
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