Bringing Viet Nam's Fine Robusta to South Korean consumers

On August 28 in Seoul (South Korea), the Viet Nam Coffee - Cocoa Association (VICOFA), the Buon Ma Thuot Coffee Association (BMTCA), and the Dak Lak 2/9 Import-Export Company Limited (Simexco DakLak) signed a Memorandum of Understanding (MOU) with the Korea Coffee Association (KCA).

The agreement is expected to build a long-term foundation for cooperation between the two countries' coffee communities, not only in trade but also in training, technology, research, product development, and coffee culture exchange.

From a large market share to a story of value

According to the MOU, the two sides will coordinate the exchange of technology, experts, personnel, and equipment for coffee industry human resource training; research, product development, and the application of technical advancements.

Both sides also agreed to build educational programs to improve professional capacity; enhance welfare and career development conditions for coffee workers; and simultaneously connect coffee organizations and enterprises to promote the development of the coffee industry and culture in Viet Nam and South Korea.

A notable aspect of the working trip was bringing Vietnamese Fine Robusta closer to the Korean coffee community. At the KCA Annual Conference, Simexco DakLak introduced Vietnamese coffee and the potential of Fine Robusta to about 200 Korean experts, roasters, baristas, instructors, and coffee enterprises.

Under the theme "The future and opportunities of coffee makers amidst the development of Fine Robusta", Mr. Le Duc Huy, Chairman of the Member's Council of Simexco DakLak, stated that the South Korean market is opening up ample room for Vietnamese coffee to enhance its value and increase its recognition.

In 2025, South Korea imported approximately 200,000 tons of coffee, of which Viet Nam supplied about 36,000 tons, accounting for around 18% of total imports. Viet Nam is currently the second-largest coffee supplier to South Korea, following Brazil.

Thus, for every 5 to 6 cups of coffee consumed in South Korea, one uses coffee originating from Viet Nam. However, a large raw material market share does not yet equate to a commensurate level of consumer awareness regarding the origin, quality, and value of Vietnamese coffee. This is precisely the room for both sides to jointly develop in the next phase.

From an output of about 100,000 tons per year over three decades ago, Viet Nam has risen to become the world's second-largest coffee-producing country, while also leading in Robusta with an output of nearly 1.9 million tons annually.

If the initial phase of Viet Nam's coffee industry was primarily driven by increasing production volume, the next journey requires a shift toward quality, deep processing, value addition, and origin recognition.

Over the past decade, Fine Robusta in Viet Nam has been gradually developed through improvements in cultivation techniques, processing, farmer training, the establishment of quality criteria, and the organization of national-level competitions. This coffee line is now exported to over 20 markets worldwide.

One of the testaments to Fine Robusta's quality potential is a coffee sample from Simexco DakLak that once scored 87.83 points. This sample, featuring prominent fruity notes, a pleasant sweetness, a balanced structure, a distinctive aroma, and a complex aftertaste, was also directly introduced to Korean experts and guests at the event.

Mr. Le Duc Huy affirmed: "Fine Robusta is not a cheaper alternative to Arabica. It is a distinct product line with its own flavor, personality, and business potential".

From the perspective of the South Korean market, Fine Robusta can be applied in various product lines, ranging from espresso, blends, and milk-based beverages to ready-to-drink coffee and innovative products targeting the youth.

From commercial cooperation to joint investment

Alongside trade promotion activities, Simexco DakLak also introduced a specific investment cooperation opportunity in Dak Lak - the center of Viet Nam's largest Robusta production region. Simexco DakLak currently trades about 160,000 tons of coffee annually and exports around 6,000 tons/year to the South Korean market. The enterprise possesses a raw material area, a vast farmer linkage network, a processing plant system, traceability capabilities, and experience supplying various international markets.

At the KCA Annual Conference, Simexco DakLak introduced a land fund of approximately 6 hectares in Dak Lak, ready to research cooperation with Korean partners to deploy a roasting plant, an instant coffee factory, or an integrated coffee processing complex.

In this model, Simexco DakLak can contribute raw materials, farmer networks, infrastructure, local production experience, and market connection capabilities; while Korean partners can participate with technology, product research and development, branding, and consumer market access capabilities.

According to Mr. Le Duc Huy, this is not merely an invitation for Korean enterprises to explore the Vietnamese market but aims toward specific cooperation projects, joint investments, co-development of products, and the creation of long-term value.

"Viet Nam brings origin, production capacity, and Fine Robusta. South Korea brings creativity, technology, and the ability to lead coffee culture. Together, we can open a new chapter for Fine Robusta in South Korea, while creating new opportunities for Korean enterprises in the Vietnamese market", Mr. Huy shared.

Concluding the presentation at the KCA Annual Conference, Mr. Le Duc Huy extended three invitations to the Korean coffee community: Enjoy Vietnamese Fine Robusta; come to Viet Nam; and jointly implement a specific business or investment project.

Beyond trade and investment, the delegation also met with the Vietnamese Embassy in South Korea to discuss ways to coordinate the creation of spaces to introduce Vietnamese products, culture, and specialties to local consumers.

Among these, coffee is proposed as one of the key products to promote Viet Nam's image. The goal is not limited to bringing Vietnamese coffee into the market but also to helping consumers better understand the raw material regions, quality, culture, and the story behind the product.

The delegation also explored the coffee ecosystem in Gangneung, where roasting, training, experiential, tourism, and cultural activities are connected to form the "coffee city" brand. This is a valuable reference point for enhancing the value and image of Viet Nam's coffee industry.

The signing of the cooperation agreement between KCA and VICOFA, the Buon Ma Thuot Coffee Association, and Simexco DakLak not only creates more export opportunities for Vietnamese coffee but also opens a comprehensive cooperation platform in technology, training, culture, trade, and investment.

From this foundation, the parties expect Vietnamese Fine Robusta to come closer to Korean roasters, professionals, and consumers; simultaneously creating conditions for Korean enterprises to participate more deeply in the coffee value chain in Viet Nam.