According to data from Vietnam Customs, by the end of December 2024, Vietnam’s coffee exports to ASEAN countriesreached 182.36 thousand tons, earning USD 859.24 million, up 22.83% in volume and 68.87% in value compared to the previous year.
The Philippines was the largest importer, purchasing 55.56 thousand tons worth USD 288.48 million, accounting for 33.57% of Vietnam’s total ASEAN coffee exports.
By January 2025, Vietnam exported 9.21 thousand tons of coffee to ASEAN, worth USD 62.66 million, down 66.71% in volume and 33.52% in value year-on-year. The decline was mainly due to the global coffee supply shortage and rising international prices, prompting ASEAN countries to shift toward lower-cost suppliers such as Brazil and Colombia, or enhance domestic production. Additionally, Vietnam’s 2024–2025 coffee crop was affected by droughts and climate change, reducing yields.
ASEAN Coffee Import Overview
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Philippines remained the top market, importing 3.19 thousand tons, worth USD 24.25 million, down 46.08% in volume but up 13.34% in value.
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Malaysia ranked second, importing 3.46 thousand tons, worth USD 18.66 million, up 11.96% in volume and 71.84% in value.
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Thailand came third with 1.25 thousand tons, worth USD 10.69 million, down 69.28% in volume and 17.49% in value, due to an increase in domestic coffee production and a reduced dependence on imports.
Key Solutions to Enhance Vietnam’s Coffee Exports to ASEAN
1. Enhance Quality and Promote Sustainable Development
Vietnamese coffee producers should focus on improving quality by adopting efficient fertilizer and pesticide management, minimizing environmental impacts, and ensuring compliance with international sustainability standards. Effective waste management—especially of agricultural chemical packaging—will help meet the environmental and safety criteria required by ASEAN importers.
2. Diversify Products and Markets
Businesses should invest in value-added coffee products such as instant coffee, roasted and ground coffee, and other premium items to meet the diverse consumption preferences of ASEAN markets.
In addition to traditional markets like Indonesia, Thailand, and the Philippines, Vietnam should expand outreach to Malaysia, Singapore, and Myanmar.
3. Strengthen Trade Promotion and Brand Development
Vietnamese enterprises should actively participate in ASEAN trade fairs and exhibitions, conduct market research, and collaborate with local distributors to introduce premium Vietnamese coffee brands to regional consumers.
4. Maximize Benefits from Trade Agreements
Enterprises should leverage the ASEAN Trade in Goods Agreement (ATIGA) to reduce tariffs and increase competitiveness. Additionally, taking advantage of ASEAN’s FTAs with external partners (e.g., RCEP, CPTPP, EU–Vietnam FTA) can open new export opportunities for Vietnamese coffee in both intra- and extra-regional markets.
Conclusion
ASEAN remains a dynamic and high-potential market for Vietnam’s coffee industry. With a focus on quality improvement, diversification, branding, and trade facilitation, Vietnamese coffee exporters can strengthen their position in regional value chains and enhance competitiveness across Southeast Asia.