Vietnamese coffee, known for its bold flavours and unique brewing methods, offers a rich cultural and business opportunity in Finland. However, penetrating this market requires addressing challenges tied to cultural differences, consumer expectations, and logistical barriers.
Challenges to market entry
Finnish people are world champions in coffee consumption, consuming about 12 kg per person in a year. At Finnish workplaces coffee breaks are mandatory, playing an important aspect of our social and professional settings. Finnish coffee culture values light roasts and quick preparation, contrasting with the robusta beans and phin-filter brewing of Vietnamese coffee (Wildkaffee GmbH 2024). This cultural difference in preferences can create hesitation among Finnish consumers unfamiliar with bold flavours.
In addition, Finnish consumers prioritize products with ethical and sustainable certifications. Vietnamese coffee brands must align with these values to compete against well-established local and international brands (Finnish Commerce Federation 2022). Moreover, high transportation costs, maintaining freshness, and building brand recognition are significant hurdles. Finnish consumers’ loyalty to familiar brands adds complexity to establishing trust for a newcomer like Vietnamese coffee (Puusa et al. 2024).
Solutions for market success
In his thesis work Nguyen (2024) suggests that Vietnamese brands can introduce lighter roasts and ready-to-drink formats to align with Finnish tastes while retaining authenticity. Educational campaigns on traditional brewing methods can engage Finnish audiences by offering a unique cultural experience for coffee consumers who are interested in new flavours.
Transparency in supply chains and globally recognized certifications can build trust. Using QR codes on packaging to share insights into sustainable farming and cultural storytelling can create emotional connections with Finnish consumers (Joshi 2024). Investments in ethical and sustainable farming must be seen as long-term business investments.
Collaborating with Finnish cafes, local roasteries like the award-winning Lehmus Roastery in Finland’s coffee capital Lappeenranta, and events like the Helsinki Coffee Festival and other tasting events can enhance visibility (Kauta & Toijonen 2022). Direct-to-consumer e-commerce platforms also offer a cost-effective way to maintain product quality and access niche markets (Riani 2024).
By addressing cultural differences, sustainability demands, and logistical challenges, Vietnamese coffee can establish itself as a unique product in Finland’s market (Nguyen 2024). With strategic adaptation and ethical practices, Vietnamese coffee has the potential to enrich Finland’s coffee culture while fostering a deeper cultural exchange. Both countries have a strong coffee culture – would you fancy a cup?
Authors
Son Nguyen graduated with a Bachelor of International Business from LAB University of Applied Sciences in December 2024.
Jaana Häkli is a Senior Lecturer at LAB University of Applied Sciences.
References
Finnish Commerce Federation. 2022. Responsibility increasing in Finnish attitudes – people willing to pay for the sustainability of products. Cited 4 Dec 2024. Available at https://kauppa.fi/en/uutishuone/2022/09/21/responsibility-increasing-in-finnish-attitudes-people-willing-to-pay-for-the-sustainability-of-products/
Joshi, C. 2024. 34 Epic QR Code Examples from Brands Killing it! Cited 4 Dec 2024. Available at https://www.uniqode.com/blog/qr-code-marketing-tips/qr-code-examples-from-brands
Kauta, J. & Toijonen, V. 2022. Suomen parhaan kahvipaahtimon tittelit ovat jo vuosia menneet samaan kaupunkiin – ”Muualla porukka alkaa olla jo vähän ihmeissään”. Yle. Cited 10 Dec 2024. Available at https://yle.fi/a/3-12437422
Nguyen, S. 2024. Bridging Culture: Promoting Vietnamese Coffee in Finland Through Cultural Understanding and Business Practices. Thesis. LAB University of Applied Sciences. International Business. Cited 5 Dec 2024. Available at https://www.theseus.fi/handle/10024/873141
Pixabay. 2019. Kahvia, kuppi, kofeiini, espresso. Pixabay. Cited 5 Dec 2024. Available at https://pixabay.com/fi/photos/kahvia-kuppi-kofeiini-espresso-4618705/
Puusa, A., Tuominen, P., Tammi, T. & Tuominen, T., 2024. The effect of trust and satisfaction on consumers’ commitment towards their co-operative membership in the Finnish Retail Sector. Cited 4 Dec 2024. Available at http://njb.fi/wp-content/uploads/2024/06/Puusa-Tuominen-Tammi-Tuominen.pdf
Riani, A., 2024. 3 Keys To Successful Direct-To-Consumer E-Commerce. Cited 4 Dec 2024. Available at https://www.forbes.com/sites/abdoriani/2024/05/20/3-keys-to-successful-direct-to-consumer-e-commerce/
Wildkaffee GmbH. 2024. Coffee culture Finland. Cited 4 Dec 2024. Available at https://wild-kaffee.com/en-eu/blogs/fakten-kaffee/coffee-culture-finland
