| Taste preferences are different too. Robusta coffees are much more popular across Asia, and there is a preference to mix coffee with milk. In Europe and the US, there is a preference to drink Arabica coffee neat. Starbucks had to pivot away from coffee to tea in India for that reason, and Starbucks in Vietnam failed due to their Arabica heavy bias [0] (also, Coffee shops in VN tend to also serve an equally robust Tea menu, which Starbucks fails at) There are some solid coffee purist shops in D3, but the average consumer prefers Highland, Phuc Long, or Trung Nguyen Legend style shops and mixed coffees. That said, the same problem mentioned in the blog above are slowly manifesting in VN as well. My in-laws are/were coffee farmers in Gia Lai, but they and their peers have pivoted to nuts like Macadamias instead because margins are better and Coffee is too commoditized > I've seen a Vietnamese coffee brand from Amazon with fancy branding but my bet is still shitty coffee Yep. VN has a good FMCG market now, but they don't really target the US for exports. [0] - https://www.bbc.com/news/world-asia-66167222 |
And, it is mind bending for some folks to hear that I abhor the taste of arabica coffee. It is so so bad.