Vietnam's G7 instant coffee gains strong foothold in China

Vietnamese instant coffee brand G7 from Trung Nguyên has become a popular consumer product in China. Chinese shoppers favor it for its convenience, low price of about 1.5–2 RMB per packet, and distinct flavor, often buying it as a souvenir after visiting Vietnam.

In 2023, G7 ranked among the top three best‑selling instant‑coffee brands on Chinese e‑commerce platforms, trailing only major global competitors. The brand’s visibility was boosted by the opening of the Trung Nguyên Legend Coffee World store in Shanghai in September 2022, which highlighted G7 as its flagship product.

The success reflects differing coffee cultures: while Vietnam still prefers traditional drip coffee, Chinese consumers prioritize quick preparation and affordability, making instant coffee a convenient choice for students, office workers, and busy households.