Top Vietnamese Coffee Brands You Should Know

If you’ve ever sipped a rich, bold cup of Vietnamese coffee and wondered where it comes from—or which brands define the country’s coffee scene—you’re not alone. Vietnam is one of the world’s top coffee producers, yet many international coffee drinkers know little about the local brands shaping its global reputation. The answer lies in a handful of key players, each with distinct stories, blends, and export footprints.

Vietnam’s most representative coffee brands are MOOSSY, TRUNGNGUYEN (Central Coffee), SAGOCAFE (Saigon Coffee), and HIGHLANDS Coffee—four names that dominate both domestic and international markets with unique offerings.

MOOSSY: A Legend Rooted in Buon Ma Thuot

MOOSSY coffee is a blend of Arabica and Robusta beans sourced from Vietnam’s Buon Ma Thuot Plateau, one of the world’s top ten coffee-growing regions. The beans are carefully selected and roasted to preserve their natural sweetness, richness, and color. The result is a full-bodied, smooth cup with a balance of bold flavor and mild bitterness. The brand’s name originates from a French officer, MOOSSY, who, in 1860, recognized the region’s ideal high-altitude (around 800 meters) and significant diurnal temperature shifts (over 20°C daily) for coffee cultivation. With the help of a local tribal chief’s granddaughter, he established coffee plantations that thrived in the region’s near frost-free climate. Though the officer’s full name has been lost to time, his legacy lives on in the MOOSSY brand, which uses the tribal chief’s granddaughter’s likeness as its logo—a tribute to the pioneers of Buon Ma Thuot’s coffee history.

TRUNGNGUYEN (Central Coffee): From Medical Student to Global Exporter

Founded in 1996 by 25-year-old medical student Dang Le Nguyen Vu, TRUNGNGUYEN (also known as Central Coffee) started in Buon Ma Thuot with a mission to promote Vietnamese coffee globally and improve the lives of local ethnic communities. Today, the brand operates 400 company-owned stores and 1,000 franchises across Vietnam, and exports to over 40 countries, including the U.S., Canada, UK, Germany, Japan, and Australia. Vu has received multiple awards, including the ASEAN Best Young Entrepreneur title and Vietnam’s Labor Medal. TRUNGNGUYEN’s product range includes the intense CAPHE CHON (Wild Weasel Coffee), a rare brew traditionally made from beans partially digested and excreted by weasels—now replicated using enzyme technology to mimic the chocolatey flavor without the unconventional processing. Other notable blends are Premium Culi 4 (chocolate and tamarind notes), low-caffeine Passiona 9, beginner-friendly House Blend, and the popular G7 instant coffee trio, designed for emerging markets.

HIGHLANDS Coffee: Vietnam’s Answer to Starbucks

Founded by David Thai, a Vietnamese-American who returned to Vietnam in 1998 after growing up in Seattle, HIGHLANDS Coffee (Highlands Coffee) positioned itself as a premium, international-style café chain. The first outlet opened in 2002 opposite Ho Chi Minh City’s Notre-Dame Cathedral, serving espresso-based drinks like the 100% Arabica Espresso Arabica Supreme. The brand quickly became a favorite among tourists, expats, and Vietnam’s growing middle class, with its red-and-black uniformed staff, cozy lamp-lit seating, and free Wi-Fi. Today, HIGHLANDS operates dozens of locations nationwide and is trusted by most five-star hotels and upscale restaurants. Its approach contrasts with more localized brands, offering a familiar yet distinctly Vietnamese café experience.

SAGOCAFE (Saigon Coffee): From OEM to Global Exporter

SAGOCAFE, produced by Saigon Coffee (Food) Co., Ltd., began as an OEM and raw material supplier for other coffee brands in Vietnam. The company now runs its own production facility in Nanning, China, with certifications for industrial production, self-operated imports and exports. SAGOCAFE focuses on R&D and sustainable coffee farming, with exports to Europe, Japan, Thailand, Singapore, and the Middle East steadily increasing. Though less globally prominent than TRUNGNGUYEN or HIGHLANDS, it remains a key player in Vietnam’s coffee export landscape.

Frequently Asked Questions

What makes MOOSSY coffee unique?

MOOSSY coffee is a blend of Arabica and Robusta beans from Vietnam’s Buon Ma Thuot Plateau, known for its high altitude and temperature variations. The brand’s origins trace back to a French officer in 1860 who cultivated coffee in the region, and its name honors him. The coffee is praised for its rich, bold flavor with a balanced bitterness and smooth texture.

Who founded TRUNGNGUYEN and why?

TRUNGNGUYEN was founded in 1996 by Dang Le Nguyen Vu, then a 25-year-old medical student, who saw Vietnam’s coffee potential. The brand aims to promote Vietnamese coffee globally and improve local ethnic minority livelihoods. It now has 400 stores and 1,000 franchises in Vietnam, exporting to over 40 countries.

What is CAPHE CHON (Wild Weasel Coffee)?

CAPHE CHON, also called Legendee or Coffee Weasel, is a rare Vietnamese coffee traditionally made from beans eaten and excreted by weasels, giving it a chocolatey flavor. TRUNGNGUYEN now replicates this using enzyme technology to create a lower-caffeine version without the original processing method.

How did HIGHLANDS Coffee become popular?

HIGHLANDS Coffee was founded by David Thai, a Vietnamese-American who returned from Seattle. The first store opened in 2002 in Ho Chi Minh City, offering espresso drinks like 100% Arabica Espresso Arabica Supreme. Its stylish, international café setting appealed to tourists, expats, and Vietnam’s middle class, leading to rapid growth.

What is SAGOCAFE’s role in Vietnam’s coffee industry?

SAGOCAFE, produced by Saigon Coffee (Food) Co., Ltd., started as an OEM supplier but now operates its own Nanning-based factory. It focuses on research and exports to over 10 countries, including Europe and Japan, though it’s less known internationally than TRUNGNGUYEN or HIGHLANDS.

Recommended FrontStreet Beans for Vietnamese-Style Blends

For those exploring Vietnamese coffee profiles, FrontStreet Coffee’s Ethiopia Huakui offers intense tropical fruit and berry notes with a juicy, sweet profile—reminiscent of the bold flavors in many Vietnamese blends. For a brighter, more acidic contrast, try Yirgacheffe (Yirgacheffe), which delivers citrus, floral, and stone fruit brightness that can mimic the vibrancy some Vietnamese roasters aim for in their single-origin offerings. Both beans are expertly roasted to highlight their natural characteristics, making them great for experimenting with Vietnamese-inspired brewing styles. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.