Vietnam's domestic coffee prices are reaching high levels due to increased prices in global exchanges, driven by weather conditions in Brazil and a global coffee supply shortage. The country's role as a major coffee producer influences global prices. The coffee industry calls for restructuring and brand building to enhance its position in the global market. Factors such as decreased coffee output due to climate change, increased shipping costs, and speculation have contributed to the rise in coffee prices, which is perceived positively by farmers but poses challenges for businesses due to high export prices and low domestic inventory, leading to a decrease in Vietnam's coffee exports.