Vietnamese coffee expands presence in China and US markets

Vietnamese coffee producers are seeing shifting market dynamics, with significant expansion in China and strategic brand growth in the United States.

In China, coffee exports from Vietnam surged by 87.1% in the first five months of 2026 compared to the same period in 2025, reaching $99.6 million. This growth comes as traditional markets like Germany, Italy, and Japan have seen declines in export value. Vietnam's market share in China rose to 15.3%, nearly doubling from the previous year, driven by a growing Chinese consumer base and a rising preference for specialty coffees.

Simultaneously, Trung Nguyên Legend is aggressively expanding its physical presence in the United States. The company recently opened a new E-Coffee franchise in Garland, Texas, following previous openings in Houston and Katy. This expansion is part of a larger strategic goal to introduce Vietnamese Robusta coffee and its unique coffee culture to international consumers through both packaged goods and a network of coffee shop spaces.