Vietnam's Coffee Renaissance: From Commodity to Global Craft

HO CHI MINH CITY, Vietnam – December 04, 2025 – For decades, Vietnam has been a silent giant in the global coffee industry. As the world's second-largest coffee exporter, its robusta beans have been the workhorse behind countless instant coffee jars and espresso blends, a high-volume commodity prized for its caffeine kick but rarely for its character. That narrative, however, is being rewritten. A new wave of Vietnamese entrepreneurs is sparking a quality revolution, aiming to shift the country's reputation from a bulk supplier to a celebrated origin of specialty craft. Leading this charge are Lacàph and BOLD84, two brands whose recent international acclaim and strategic entry into the U.S. market signal a pivotal moment for the future of coffee.

A Watershed Moment on the World Stage

The first tangible proof of this shift arrived not in a shipping container, but on the judges' scorecards at two of the world's most prestigious food and beverage competitions. Lacàph's Phin Blend recently achieved a 2-star rating at the Great Taste Awards 2025. Organized by the UK's Guild of Fine Food, these awards are often dubbed the "Oscars of the food world," where over 14,000 products are blind-tasted by hundreds of chefs, critics, and buyers. A 2-star designation, meaning "outstanding," is a rare honor, and for a Vietnamese coffee to be the first in the competition's history to reach this level is a monumental achievement. It validates the idea that Vietnamese beans, when cultivated and roasted with precision, can compete with the world's finest.

Following this success, sister brand BOLD84, which focuses on ready-to-drink formats, earned recognition at the World Taste Award 2025 for its canned Milk Coffee and Black Coffee. The commendation for delivering "natural all-day energy" while preserving authentic Vietnamese flavor highlights another key aspect of this movement: innovation in delivery without sacrificing cultural integrity.

These accolades are the culmination of a focused mission. Both brands operate under the umbrella of Collective Company Limited, founded by Timen R. ter Meulen Swijtink. "Our mission is to share Vietnamese coffee and culture with curious people everywhere," he stated in a recent announcement. "These achievements prove that our coffees, from farming to roasting, meet international standards." This isn't just corporate marketing; it's a declaration of intent to elevate an entire industry.

Remaking an Industry from the Ground Up

The challenge these innovators face is significant. According to Vietnamese government data, the country's coffee exports surpassed an impressive USD 8 billion in 2025. Yet, less than five percent of that volume qualifies as specialty-grade. The vast majority remains a low-margin commodity, subject to volatile global prices that offer little stability to the smallholder farmers who form the backbone of the industry.

Changing this dynamic requires a fundamental transformation, moving from a focus on quantity to a dedication to quality. This involves a painstaking process of working directly with farmers to implement advanced cultivation and processing techniques, such as selective harvesting of ripe cherries and sophisticated drying methods. It's a shift from producing generic robusta to celebrating the unique terroir of regions like the Central Highlands.

This movement is not happening in a vacuum. It aligns with a broader push within Vietnam, supported by agricultural agencies, to capture more value from its exports. However, the real engine of change is the entrepreneurial spirit of companies like Collective. By investing in the supply chain and building brands around origin stories, they create a market for premium beans, enabling farmers to earn more for their crops and fostering a cycle of sustainable quality improvement. Overcoming decades of market perception is a steep climb, but the recent awards provide a powerful foothold.

A Strategic Push into the American Market

With international validation in hand, Lacàph and BOLD84 are now making their most ambitious move yet: a direct-to-consumer launch in the United States. Rather than navigating the complex and often prohibitive web of traditional retail distribution, the brands are leveraging the power of e-commerce, making their products available on Amazon and through their own dedicated online stores. This DTC strategy is a masterclass in modern brand building, allowing them to control their narrative, engage directly with customers, and bypass the gatekeepers who might be hesitant to take a chance on a new category of specialty coffee.

The timing is astute. American coffee drinkers, particularly younger demographics, are increasingly adventurous. They are hungry for authenticity, compelling origin stories, and unique flavor profiles. The demand for single-origin coffees and the story behind the cup has never been stronger. This creates a perfect opening for brands that can offer not just a product, but an experience. Lacàph's Phin Blend invites consumers to partake in the traditional Vietnamese brewing ritual, while BOLD84's canned offerings cater to the demand for premium, convenient, and culturally interesting alternatives to mainstream energy drinks and cold brews.

Of course, the U.S. specialty market is fiercely competitive. Success will depend on their ability to educate consumers about the rich, bold, and surprisingly complex flavors of high-quality robusta, a varietal often overlooked in specialty circles. The company's launch promotions and newsletter subscriptions are tactical moves designed to build an initial community of early adopters who can become brand evangelists, spreading the word about this new chapter in coffee.

The Future in a Cup

The dual product strategy of Lacàph and BOLD84 demonstrates a deep understanding of the modern consumer. On one hand, Lacàph champions heritage and the ritual of brewing, offering a moment of mindful connection to Vietnamese culture. On the other, BOLD84 embraces the fast-paced nature of modern life, delivering that same authentic flavor in a convenient, grab-and-go format. Together, they represent a holistic vision for what Vietnamese coffee can be: both timeless and contemporary, traditional and innovative.

As these award-winning coffees make their way into American homes, they carry more than just caffeine. They carry the story of a nation's agricultural transformation and the ambition of a new generation of business leaders. The success of Collective Company Limited could serve as a powerful blueprint for other producers in Vietnam and in other commodity-focused regions around the world. It proves that with vision, craftsmanship, and a direct line to the curious consumer, it is possible to redefine an entire industry, one cup at a time.