Vietnam is a popular travel destination for Koreans due to its low costs, unique cuisine, and distinctive services. Among the popular beverages for Korean tourists, Vietnamese instant coffee stands out as an essential purchase.
According to the business magazine Maeil, Vietnamese instant coffee brands are gaining significant popularity in Korea. This trend is primarily driven by word of mouth rather than extensive advertising, highlighting the coffee’s exceptional quality.
Vietnamese coffee is known for its rich, delicious flavor with a slight acidity. Koreans often refer to it as “economical coffee,” but its reputation stems from its quality and ability to maintain alertness.
A box of instant coffee in Vietnam is very affordable, ranging from about 35,000 to 80,000 VND. Despite the low price, the coffee retains its rich flavor thanks to advanced processing techniques.
Koreans, who are avid coffee drinkers, particularly enjoy iced Americano and latte. Vietnamese instant coffee has impressed many Korean tourists with its distinct taste.
Vietnamese coffee brands have started distributing and promoting their products in Korea. However, the price is significantly higher than in Vietnam, with a box costing about 15,000 won (approximately 270,000 VND) on Korean e-commerce platforms. As a result, Korean tourists often buy coffee directly in Vietnam to enjoy cheaper prices.
Korean blogger Kim Mong notes that besides instant coffee, tourists also frequently purchase cashew nuts and dried mangoes as gifts. YouTuber Jeong Eun suggests buying instant coffee, coffee beans, dried jackfruit, and instant pho as ideal Vietnamese gifts. She highlights that Vietnamese black coffee and instant milk coffee are notably rich and sweet, unlike packet coffee in Korea.
According to the Korea Tourism Organization, 7.4 million Koreans traveled abroad by March 2024. Statistics from the Vietnam National Tourism Administration show that Korea remains Vietnam’s largest tourist market, with 1.2 million visitors as of April 2024, accounting for 26.6% of all tourists.
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