From the verdant hills of Vietnam’s Central Highlands to the bustling coffee culture of Dubai, Catherine Phan’s journey is a testament to the transformative power of passion and purpose. Rooted in the soil of a country renowned for its coffee heritage, Catherine’s story weaves together childhood memories, cultural pride, and an unwavering commitment to showcasing the unique richness of Vietnamese coffee. Her dedication transcends borders, bringing Fine Robusta and other specialty Vietnamese brews into the spotlight on the global stage.
In this captivating dialogue, Catherine shares her experiences, insights, and vision for the future of Vietnamese coffee. With a spirit fueled by her heritage and a keen eye for innovation, she reveals how a cup of coffee can tell the story of a nation.
Join us as we dive into an inspiring conversation with Catherine Phan—a coffee specialist, cultural ambassador, and advocate for the unsung flavors of Vietnam. Sit back, savor the aroma of her words, and enjoy this fascinating dialogue!
Catherine, your journey into the world of specialty coffee began when you were just five years old in the Central Highlands of Vietnam. Can you tell us more about how those early experiences shaped your passion for coffee?
I was born in the North of Vietnam, but my family moved to the Central Highlands when I was five years old. At that time, the region was surrounded by forests, hills, and vast lands. The fruits we knew best were coffee cherries and cashews. Back then, coffee was just another fruit to me; I didn’t realize its potential to energize or its value as a commodity. We used to eat coffee cherries and cashew fruits as snacks, but I never had the chance to drink coffee. In 1994, coffee was priced at $2—a high value that drew people to the Highlands to cultivate it. These early years planted the seeds of my connection with coffee, even if I didn’t understand it yet.
You’ve described Vietnamese coffee culture as “unique and diverse.” In your opinion, what makes it stand out compared to coffee cultures in other parts of the world?
Vietnamese coffee culture stands out for its unique combination of natural conditions, diversity in coffee varieties and processes, and its distinct brewing traditions. Vietnam’s Bazan soil, favorable climate, and optimal altitudes create the perfect environment for cultivating high-quality coffee. Vietnam is home to a wide range of coffee, including Robusta, Arabica, and specialty Fine Robusta varieties, which boast premium quality. The traditional phin filter is a hallmark of Vietnamese coffee culture, often paired with condensed milk to create our iconic cà phê sữa đá (iced coffee). Variations like egg coffee and modern twists further highlight the creativity and adaptability of Vietnamese coffee culture.
What inspired you to leave a career in the banking sector and dedicate yourself entirely to coffee? Was it a difficult decision?
For the people of the Central Highlands, coffee is more than a crop—it’s a livelihood, a memory, and a legacy. Growing up, I witnessed the hard work of farmers and the deep connection they shared with coffee. When I moved to Dubai, I realized that Vietnamese coffee—despite our status as the second-largest coffee exporter globally—was largely unknown. Our high-quality Fine Robusta remained unnoticed. This realization was a turning point. I felt a responsibility to share our story, elevate the perception of Vietnamese coffee, and support farmers back home. The decision wasn’t easy, but my passion for coffee and my belief in its potential made it the right choice.
How has your experience as a specialty coffee specialist allowed you to contribute to spreading Vietnamese coffee culture globally?
Being a specialty coffee specialist has enabled me to introduce the world to the unique aspects of Vietnamese coffee. Whether it’s showcasing Fine Robusta’s fruity notes or demonstrating traditional brewing methods like the phin filter, I’ve shared the richness of our coffee culture. Through events, collaborations, and education, I’ve worked to build recognition for Vietnamese coffee and its incredible quality. My mission remains to support our farmers and demonstrate why Vietnam deserves a prominent place in the global specialty coffee market.
Vietnam is one of the largest coffee producers in the world. Can you shed light on the current state of the coffee sector in Vietnam? What are its strengths and challenges?
Vietnam is renowned as the second-largest coffee producer globally, primarily known for its robust Robusta beans. Recently, there’s been a significant push towards specialty coffee, with younger farmers taking the lead in innovation and quality improvement. However, challenges remain, such as volatile market prices, intense competition, and limited global recognition for our specialty coffee. Despite this, the energy and creativity of young farmers are helping Vietnam gain attention for its unique flavors and high standards.
How do you see Vietnamese coffee positioning itself in the global specialty coffee market, particularly in comparison to other major coffee-producing countries like Brazil, Colombia, or Ethiopia?
Vietnamese specialty coffee, particularly Fine Robusta, is carving a niche in the global market. Unlike Brazil or Colombia, which are known for Arabica, Vietnam’s Fine Robusta stands out for its distinct fruity aroma and balanced flavor profile. It offers a light yet strong sensation with a moderate body, setting it apart from other varieties. This uniqueness is helping Vietnam gain recognition on the global coffee map.
Coffee plays a significant role in Vietnam’s economy and culture. Can you share your perspective on what coffee means to Vietnamese people, both as a product and as a tradition?
Coffee is deeply ingrained in Vietnamese life. Economically, it transforms lives, providing farmers with sustainable livelihoods and supporting education. Culturally, coffee is a tradition that fosters community and connection. The phrase, “Đi uống cà phê không” (“Shall we grab a coffee?”), is an invitation to bond and converse, reflecting its role in our daily lives.
What efforts are being made to support coffee farmers and promote sustainability in Vietnam’s coffee sector?
Efforts include sustainable farming training, fair trade initiatives, and eco-friendly processing methods to reduce environmental impact. By improving crop quality and promoting fair practices, we aim to uplift farmers and ensure the long-term success of our coffee sector.
How do you see the future of Vietnamese coffee evolving, especially in terms of specialty coffee? What opportunities or threats do you foresee?
The future is bright for Vietnamese coffee, especially as global appreciation for Fine Robusta grows. Opportunities lie in premium markets and sustainable practices. However, challenges like climate change, fluctuating prices, and competition demand innovation and resilience.
What inspired your decision to move to Dubai?
Dubai’s vibrant business environment and international market align perfectly with my goal of promoting Vietnamese coffee globally. It offers incredible opportunities to connect with a wide audience and introduce them to our unique products.
How do you find the coffee market in Dubai? What are your thoughts on its growth and the level of appreciation for specialty coffee?
Dubai’s coffee market is highly developed but competitive. While specialty coffee is appreciated here, Vietnamese coffee remains relatively unknown—an exciting opportunity for us to introduce something entirely unique.
How do you see yourself contributing to and engaging with Dubai’s dynamic coffee community?
I actively participate in fairs, provide business solutions for coffee sellers, and share Vietnamese brewing techniques and recipes. By promoting Fine Robusta, I’m offering the community a fresh perspective on specialty coffee.
Do you believe there is an opportunity for Vietnamese coffee to gain more recognition in Dubai and the Middle East?
Absolutely. With its distinct flavor profiles and rich culture, Vietnamese coffee has great potential. By educating consumers and engaging with the market, we can create a strong presence in the region.
What advice would you give to aspiring coffee professionals, particularly those from Vietnam?
Focus on quality, embrace innovation, and share your culture. Understanding global trends and building connections are crucial. Passion and storytelling will set you apart and make a lasting impact.
Finally, what message would you like to share with coffee lovers around the world about Vietnamese coffee and its rich heritage?
Vietnamese coffee is a journey of bold flavors and deep traditions. It’s a connection to our heritage and a source of joy. I invite everyone to explore and appreciate the unique story of our coffee.