Vietnam is the second largest coffee supplier to Japan

Colombia is the third largest coffee supplier to Japan in the first 6 months of 2025, reaching 17.5 thousand tons, worth 137.6 million USD, down 9% in volume but up 42.7% in value compared to the same period in 2024. Colombia’s coffee market share in Japan’s total imports decreased from 9.67% in the first 6 months of 2024 to 9.2% in the first 6 months of 2025.

In the context of many fluctuations in the global coffee market, Japan is still one of the largest and most stable coffee consuming countries in Asia. Although consumption has not made a breakthrough, the market is shifting in consumer behavior and product strategies of major brands.

According to data from GlobeNewswire, the total revenue of the Japanese coffee industry in 2024 reached about 5.43 billion USD and is expected to reach 5.66 billion USD in 2033, with a growth rate of 0.47% per year in the period 2025 – 2033.

In particular, the instant coffee segment plays an important role with an estimated revenue of 3.87 billion USD in 2025, forecast to increase to 4.56 billion USD in 2030, with an annual growth rate of 3.32%. Instant coffee is popular because of its convenience, suitability for the busy lifestyle of Japanese people and improvements in processing technology that help improve product quality.

To export coffee to Japan, Vietnamese businesses need to focus on improving quality, especially controlling pesticide residues according to strict Japanese standards. Products need to have clear traceability, prioritize specialty and organic coffee and achieve prestigious certifications such as: JAS, HACCP. Packaging and labels need to be designed to suit Japanese consumer tastes.

In addition, businesses should proactively connect with import partners, participate in fairs and take advantage of tariff incentives from FTAs ​​such as: VJEPA, CPTPP…