Vietnam coffee exports to the Japanese market reach a new high in price

In the first half of 2025, Japan imported 190,700 tons of coffee, with an import value of nearly 1.26 billion U.S. dollars. Vietnam is the second-largest coffee supplier to the Japanese market, with an export volume of 52,900 tons, a year-on-year decrease of 19.0%; the export value was 305.3 million U.S. dollars, a year-on-year increase of 35.6%.

In the context of significant fluctuations in the global coffee market, Japan remains one of the largest and most stable coffee-consuming countries in Asia. Although there has been no breakthrough growth in consumption, the market is undergoing a transformation in consumer behavior and product strategies of major brands.

According to the Vietnam Trade Promotion Agency, the total revenue of Japan's coffee industry in 2024 was approximately 5.43 billion U.S. dollars, and it is expected to increase to 5.66 billion U.S. dollars by 2033, with an annual average growth rate of 0.47% from 2025 to 2033. Among these, the instant coffee segment holds an important position in revenue, with an expected revenue of 3.87 billion U.S. dollars in 2025, increasing to 4.56 billion U.S. dollars by 2030, with an annual average growth rate of 3.32%.

To promote the growth of Vietnam's coffee exports to Japan, Vietnamese enterprises need to focus on improving product quality, especially strictly controlling pesticide residues to meet Japanese standards. Products should have clear traceability information, prioritize the development of specialty coffee and organic coffee, and obtain authoritative certifications such as JAS and HACCP. Enterprises should also actively connect with import partners, participate in exhibitions, and fully utilize the tariff preferences brought by free trade agreements such as the Vietnam-Japan Economic Partnership Agreement (VJEPA) and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP).