The world has long been familiar with the delicate spices of Thai curry and the refined techniques of Japanese sushi. But lately, the vibrant, soul-warming flavors of Vietnamese cuisine have taken center stage on the global culinary stage. From bustling Banh Mi kiosks in Berlin to steaming bowls of Pho in Toronto, Vietnam's food is captivating international taste buds. One of its most underrated yet powerful exports—coffee—is now catching up.
Vietnam ranks as the second-largest coffee exporter in the world, just behind Brazil. In 2023 alone, it exported over 1.6 million metric tons of coffee, earning roughly $4 billion. For decades, these beans were used anonymously in instant blends or industrial mixes. But now, a growing number of Vietnamese companies are giving this commodity a name, a face, and a story. Leading the charge among them is an unexpected player—not one of the market titans like G7 or Vinacafe, but a small, independent brand with a big vision: Mr. Viet.
Founded with the mission to share authentic Vietnamese culture through coffee and local foods, Mr. Viet has grown from a regional name into an international ambassador for Vietnam’s culinary identity. Unlike its better-known competitors, Mr. Viet didn’t build its success through massive advertising budgets or government partnerships. Instead, it earned its global foothold with colorful, character-driven branding and an unrelenting focus on authenticity.
Today, Mr. Viet’s products can be found in some of the most competitive retail environments across the globe—from Biedronka in Poland and DFI in Hong Kong to World Market in the United States, TJX in the UK, and X5 supermarkets in Russia. What might appear at first glance as a niche ethnic coffee brand is in fact a growing symbol of Vietnam’s soft power.
The secret lies in the packaging and the story it tells. With playful illustrations of traditional Vietnamese coffee vendors in non la (conical hats), Mr. Viet’s bags offer more than a caffeine fix. They offer a window into Vietnam’s street culture—the buzz of scooters, the aroma of sidewalk grills, the clink of glasses filled with ca phe sua da (Vietnamese iced coffee). For many international consumers, this packaging is their first encounter with Vietnam’s daily life.But Mr. Viet’s ambitions stretch beyond coffee. Recognizing the global appetite for Asian snacks and healthful treats, the company expanded into dried tropical fruits and bean-to-bar chocolate. Their mangoes, bananas, and dragon fruits are sourced from smallholder farmers and processed in ways that retain the integrity of their bold, natural flavors. The chocolate line showcases cacao beans from emerging Vietnamese plantations, introducing a new player into the world of gourmet single-origin chocolate.
This growing portfolio supports the livelihoods of rural communities while broadening the world’s understanding of Vietnam as more than just a source of cheap exports. Each product becomes a storytelling platform, a small and tangible piece of the country’s culture reaching homes around the world.
Global demand for Vietnamese cuisine has surged in recent years. According to a 2022 survey by YouGov, Vietnamese food ranks among the top 10 most beloved Asian cuisines. Fresh spring rolls, Pho, and Vietnamese iced coffee are now familiar even to those who’ve never visited Southeast Asia. With its growing international footprint, Mr. Viet is helping translate this interest into everyday consumption. Unlike fine dining or street food tourism, Mr. Viet’s products are designed for regular grocery trips and casual indulgences—making Vietnamese flavors accessible, repeatable, and normalized.
Where many multinational brands build global presence through scale and acquisition, Mr. Viet’s rise resembles a grassroots movement. It started with a simple idea: that genuine cultural identity, conveyed through well-designed consumer goods, could create deeper, longer-lasting impressions than generic branding ever could. And that idea is proving remarkably effective.
Mr. Viet’s success also underscores a broader trend—consumers, especially millennials and Gen Z, increasingly prefer brands with values, story, and purpose. They want to know where their products come from, how they are made, and who benefits from their purchase. In this climate, small brands like Mr. Viet can compete with the giants, not despite their size, but because of it.
The brand's founders have also made strategic decisions that reflect long-term thinking. Rather than aiming for quick wins or short-term exports, they focused on building a sustainable and ethical supply chain. Farmers and producers are viewed as partners, not just vendors. The company is also investing in eco-friendly packaging and exploring carbon-neutral logistics—initiatives that align with international consumer expectations and position the brand for further growth in North America and Europe.
While Vietnam continues to export most of its coffee as raw material, companies like Mr. Viet are changing the narrative. They show what’s possible when local producers move up the value chain—not just growing beans, but roasting them, packaging them, and proudly branding them for international shelves. This shift doesn’t just add economic value—it adds cultural value.
In many ways, Mr. Viet’s rise mirrors the larger story of modern Vietnam: a nation transitioning from manufacturing to innovation, from supplier to storyteller. The brand’s presence on global shelves reflects this evolution, and as it grows, so does the visibility of Vietnam’s creative potential.
Looking forward, Mr. Viet plans to enter new markets in the Middle East and Western Europe, expand its ready-to-drink offerings, and deepen its digital presence to engage directly with consumers. The brand is also considering partnerships with cultural organizations to further promote Vietnamese heritage through food, and it is working on traceability systems to ensure transparency from farm to shelf.
This quiet revolution in Vietnamese coffee is about much more than caffeine. It’s about identity, representation, and rewriting perceptions. In Mr. Viet’s world, every product is a conversation starter, a cultural emissary, a reminder that small voices, when rooted in authenticity, can carry across continents.
At a time when global markets are oversaturated with polished but hollow brands, Mr. Viet offers something refreshing: sincerity. It’s not just selling coffee, fruit, or chocolate—it’s selling a connection. A story. A glimpse into a country with deep traditions and boundless creativity. And as consumers around the world continue to seek products with meaning, that story is only getting louder.Mr. Viet’s journey is far from over, but its trajectory is already clear. In a competitive and complex world, authenticity isn’t just an advantage—it’s a differentiator. And that might just be Vietnam’s most valuable export of all.
Media Contact
Company Name: Mr Viet
Email: Send Email
Address:An Ninh Hamlet, Dien An Commune, Dien Khanh Town, Khanh Hoa Province
City: Khanh Hoa Province
Country: Vietnam
Website: https://mrviet.net
