Vietnamese coffee exporters aim for higher penetration into Germany’s lucrative premium coffee segment through participation in Kaffee Campus 2026, a major coffee event organised by the German Roasters Guild.
This year’s coffee event gathered hundreds of experts, roasters and importers from across Europe. Beyond product displays, it also served as a specialized business-to-business platform where supply contracts and commercial partnerships were negotiated.
The Vietnam pavilion included major companies like Phuc Sinh Corporation, Dung Loi and Don Elephant showcasing products aimed at the premium market. These firms are pioneering climate-resilient production models and focusing on ‘clean label’ products to meet growing demand among German consumers.
Vietnamese presence signifies a growing business shift from initially just supplying raw materials to developing specialty coffee and branded roasted products.
Christian Kallenbrunnen, marketing representative from German Roasters Guild, said member companies are looking for more direct sourcing from producing countries such as Vietnam, particularly for high-quality green coffee that can deliver distinctive flavor profiles for German consumers.
Germany is currently Europe’s largest importer of green coffee, with market revenue approaching €20 billion (US$23.3 billion). Average annual coffee consumption stands at about 167 liters per person. With roughly 2,500 active roasters, the German market offers substantial room for Vietnamese exporters.
Linh Uyen, Director of Don Elephant, said European buyers are increasingly looking at authenticity and traceability. Competitive advantage now depends not only on output but also on the story behind the beans, including ethnic minority cooperative models and cultivation under primary forest canopies.
Industry representatives noted that Germany’s market is gradually shifting from Arabica towards high-quality Robusta as climate change affects supply. Although Vietnam is Germany’s 2nd largest coffee supplier after Brazil with export turnover of US$1.22 billion in 2025, its coffee is still largely associated with industrial processing.
Stronger branding, compliance with the EU’s anti-deforestation regulation, geographical indication requirements and traceability standards will be essential for Vietnamese coffee to secure wider access to German market.
