A Taste of Vietnam’s Coffee Culture

It’s hard to find a more pleasant business trip destination, especially if sampling good coffee is high on your agenda. Our colleague Thaddäus Müller, based in Singapore, has been touring clients, partners and friends for a few days with Tuan Ho, who is leading our search activities in Vietnam.

Vietnam is the second largest coffee producer in the world. Second to rice, coffee is Vietnam’s largest exported commodity and accounts for over 18% of global coffee exports. And yes, it was of course the French who introduced coffee (in 1857) and established this culture.

In Vietnam, drinking coffee is a social pastime and a chance for bà tám, a phrase that loosely translates to “gossip”. Vietnamese coffee is known for its high caffeine content. This is primarily due to the use of medium to finely ground Robusta beans, which allow water to dissipate through the beans for maximum flavour extraction.

How do we know?

We’ve been helping clients finding the best talents for challenging positions in coffee related industries, e.g. for roasting equipment or for clients selling (German) coffee machines into food service businesses.

What we also discovered during this trip?

As a tenant of the German Centres Worldwide you can make use of the office-in-office solution at the prestigious Deutsches Haus Ho Chi Minh City (official) with the AHK Vietnam (Delegation of the German Industry and Commerce in Vietnam) for a limited time. It was thanks to Dominique Herold and Sang Nguyen that we discovered this helpful option.

Please follow our page Fiducia Executive Search if you want to stay up to date as to which leadership positions we’re currently recruiting. There will soon be a few new ones for South East Asia and Greater China.