There's a familiar sight you often encounter every morning in Vietnam: coffee shops opening early, where customers sit with a cup of drip coffee or a simple iced milk coffee, enjoying their first drink of the day while chatting, watching the street life, or reading the news.
Vietnamese people do many things over a cup of coffee, from meeting friends to business partners, from working to gathering to watch football in a cafe. Many families always have coffee at home to brew every morning; they don't even start their day until they've finished brewing a cup of coffee.
Tracing back through history, coffee first arrived in Vietnam in 1857, when French monks brought coffee seeds to plant at churches in Ha Nam and Quang Binh provinces . From the first coffee plantation in Ha Nam with 25 hectares, coffee has now become one of the key strategic industrial crops, with the current coffee growing area reaching approximately 680,000 hectares across the country.
Although coffee is a beverage imported from abroad, over time, Vietnamese coffee has developed its own unique flavor and style; just one taste is enough to feel the difference from European coffee styles.
An authentic Vietnamese filter coffee embodies the essential elements: aromatic, dark, strong, and bitter. In addition, there are interesting variations such as bạc xỉu (a type of Vietnamese iced coffee with condensed milk), egg coffee, or especially iced milk coffee – a simple, refreshing drink found everywhere on the streets of Southern cities.
Despite the increasingly busy modern life and the limited time to leisurely savor a cup of coffee, Vietnamese people haven't lowered their standards for coffee. A truly authentic coffee should still have a rich, earthy flavor, with a lingering aftertaste that stays on the palate.
To save time loitering in cafes, many Vietnamese people today choose to brew and enjoy coffee at home – as a ritual before starting a hectic workday. But brewing a cup of Vietnamese filter coffee or iced milk coffee is quite an elaborate process.
Having a high-quality coffee filter or a good packet of ground coffee doesn't guarantee a perfect cup of coffee. This is because the aroma and flavor of coffee are very sensitive and can change with just a few small factors like water temperature, water-to-coffee ratio, drip brewing time, or milk-to-coffee ratio.
Not to mention, on busy days, it's difficult to concentrate enough time to brew a good cup of coffee. Therefore, many people are forced to sacrifice their familiar coffee flavor in order to quickly make a cup of coffee at the start of the day.
But now, coffee lovers no longer have to sacrifice the traditional taste of coffee for quick and convenient options, as NESCAFÉ, for the first time in Vietnam, introduces NESCAFÉ coffee concentrate that retains the true spirit and essence of Vietnamese coffee. The coffee concentrate is available in two varieties: iced black coffee and iced milk coffee – two of the most familiar coffee drinks, catering to the diverse tastes of coffee connoisseurs.
Drinking coffee has never been easier. In just two simple steps—add ice to the glass and pour in the coffee—you can enjoy your coffee anywhere, whether at home, at the office, on the train, in the car, on the bus, while strolling around town, or on a picnic.
The coffee experience is designed to fit the fast-paced modern lifestyle. Even the busiest people, constantly facing deadlines, can enjoy a perfectly brewed cup of coffee for a productive day without worrying about wasting time.
The secret to the pure, handcrafted taste of this coffee lies in its production process, which mimics the traditional Vietnamese filter brewing technique, including the pressing, steeping, and extraction stages. Understanding that Vietnamese people value the flavor of coffee, NESCAFÉ has applied a technology that steeps roasted and ground coffee powder at high temperatures before extraction to ensure the essence of the first brew is preserved, resulting in a coffee that is not only intensely aromatic but also rich and full-bodied on the tongue, with enough coffee to start the day feeling refreshed.
Mr. Mostafa Youssef, Director of Coffee and Beverages at Nestlé Vietnam , shared: "Coffee lovers in Vietnam now have more choices to enjoy their coffee with the new NESCAFÉ coffee concentrate. The desire to enrich the experience of Vietnamese consumers is the driving force behind the launch of this product. This is also a testament to our efforts on our 30-year journey in Vietnam, bringing consumers exquisite, authentically Vietnamese coffee products, becoming an indispensable part of Vietnamese coffee culture."
NESCAFÉ coffee concentrate, and NESCAFÉ products in general, are researched and developed to suit the taste of Vietnamese people and are produced from 100% standard Vietnamese coffee beans using the techniques of the NESCAFÉ Plan program.
Implemented in Vietnam since 2011, the program has contributed to positive impacts on the sustainable development of the Vietnamese coffee industry by striving to improve the quality of coffee beans and guiding the transition to regenerative agriculture through training in proper agricultural practices.
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