Japanese customers prefer Viet Namese coffee

In the first two months of 2022, Viet Nam shipped 130,000 tons of coffee abroad, worth US$ 304 million, down 20.4 percent in quantity and 18 percent in value in comparison with last December, up 5.7 percent in quantity and 40.1 percent in value against last year.

In Japan, the coffee culture from Europe has positively influenced the consumption of hot drinks in Japan, resulting in increasing demand for coffee among young people.

The coffee culture has not only encouraged young people in Japan to consume instant coffee at specialty cafes and branded coffee shops, but also encourages them to make their own instant coffee at home, increasing the demand for instant coffees.  

The Office predicted that the popularity of coffee is increasing and spreading globally, leading to the demand for this commodity in Japan to increase again in the coming years.

Experts suggested coffee exporters take advantages of FTAs including the Viet Nam-Japan Economic Partnership Agreement (VJFTA), the ASEAN-Japan Comprehensive Economic Partnership Agreement (AJCEP) and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) to accelerate export to the difficult markets./.