The event helps to open up a space for multinational connections and affirm the strong position and appeal of Vietnamese coffee on the world map.

The establishment of the Global Coffee Alliance aims to promote Vietnamese coffee culture as a shared heritage of humanity, while recognising coffee as a bridge connecting cultures across borders, fostering dialogue and exchange among nations.

At the conference, diplomats and delegates emphasised that coffee is not only an economic commodity but also a cultural ambassador that connects people and strengthens international collaboration. As one of the world’s leading coffee producers and consumers, with a rich and distinctive coffee culture, Vietnam stands out as a compelling example of how coffee can drive economic growth and enhance national identity and global image.

Timor-Leste’s Ambassador to Vietnam João Pereira welcomed the initiative, noting that coffee is also a key strength of Timor-Leste. He highlighted the opportunity for countries to learn from Vietnam’s experience and deepen cooperation within the global coffee sector.

Le Hoang Diep Thao, general sirector of TNI King Coffee-the initiator and main operator of the Global Coffee Alliance initiative, said that one of the alliance’s goals is to promote coffee culture as a shared heritage of humanity and recognise coffee as a bridge to connect cultures across borders, and foster dialogue and exchange among nations.

In the coming time, the GCA will work closely with diplomatic missions and embassies to promote the recognition of coffee culture as an intangible cultural heritage, preserve rare coffee varieties, and organise annual cultural diplomacy events.

One of the first milestones of the Global Coffee Alliance was its participation in the first Global Coffee Heritage Festival held in late 2025 in Lam Dong province, helping the locality attract a large number of locals and tourists. The festival also served as a vivid example of an effective cooperation model between the government and businesses in economic development linked to the preservation and promotion of cultural values ​​and sustainable tourism.

Coffee culture experience tours have been developed in Lam Dong, Dak Lak and Son La provinces. Apart from tasting coffee, tourists can learn more about coffee and its unique cultural stories.

Vietnamese coffee chains emerge among Southeast Asia’s largest

Vietnam’s chain coffee has secured a position among Southeast Asia’s leading market, ranking third by value at an estimated US$725 million and posting one of the region’s fastest growth rates at 27%.