Although Vietnam is a major coffee exporter worldwide, the country primarily exports raw materials, which remain largely unknown among global consumers. The global specialty coffee market has developed over the past three to four decades, while Vietnam’s has only started in the last decade. According to coffee experts, Vietnam is developing both Arabica and Robusta specialty coffee, with a stronger emphasis on the latter, given that the country is the world leader in its production and export. Additionally, due to the local natural conditions, practices, and experiences, Robusta products account for the lion’s share of Vietnam’s coffee production and consumption markets./.