Recently, Saigon Business School (SBS), in collaboration with GUTA Coffee, hosted the workshop “Vietnamese Coffee Making at GUTA” for students from Temasek Polytechnic (Singapore). This event was a highlight cultural experience within SBS’s international exchange program, offering participants an authentic taste of Vietnam’s coffee heritage.
The workshop offered students the opportunity to gain deeper insight into Vietnamese drip coffee culture – a symbol of meticulousness, unhurried rhythm, and sophistication in every cup. Under the guidance of Mr. Trịnh Minh Cường, representative of GUTA Coffee, students heard inspiring stories about the brand’s journey and the development of a Vietnamese coffee identity deeply rooted in Saigon’s spirit.
Founded in 2017, GUTA Coffee carries the mission of preserving and spreading Vietnam’s street coffee culture – a space where people meet, share, and connect. From a small sidewalk café, GUTA has now grown to over 200 locations nationwide, becoming a familiar symbol of a vibrant, approachable, and authentically Vietnamese lifestyle.
At the workshop, students had their taste buds awakened with two classic flavors – black coffee and Vietnamese iced milk coffee, two “national icons” that have built Vietnam’s coffee reputation on the global map. More than just beverages, Vietnamese coffee is a cultural pride, as Vietnam is currently the world’s second-largest coffee exporter, renowned for its bold, rich, and energizing flavors.
The intensity of Vietnamese coffee has even become an internet sensation when British blogger Ben Maguire shared his experience with Vietnamese black coffee:
“The first sip, pretty good.
The second sip, my soul left my body.
The third sip, I could see through time. Now I’m vibrating at a frequency where I could start a business, run for office, and learn Vietnamese in 10 minutes.”
This humorous story perfectly illustrates the strength of Vietnamese coffee culture – bold, authentic, and truly inspiring.
Beyond its popularity at home, Vietnamese coffee is conquering the world thanks to its distinctive quality and flavor. Vietnam is currently the largest producer of Robusta coffee globally and ranks second in the world for coffee exports (after Brazil). With its unique aroma and full-bodied character from the Buôn Ma Thuột region, Vietnamese coffee beans have been internationally recognized for meeting global quality standards.
Notably, TasteAtlas – a renowned global food platform – ranked Vietnamese iced milk coffee second in the Top 10 best coffee drinks worldwide, on par with Italy’s Ristretto. In addition, major media outlets such as CNN, The New York Times, and The Travel (Canada) have praised Vietnamese coffee as a national brand, showcasing a distinctive identity and strong potential for global growth.
The workshop unfolded in a warm, lively, and energetic atmosphere, leaving many memorable moments and connecting international students with the rich beauty of Vietnamese culture.
Saigon Business School sincerely thanks GUTA Coffee for partnering with the school in this meaningful event. At the same time, SBS extends its best wishes to the students from Temasek Polytechnic (Singapore) – we hope this will be a truly memorable and enriching experience, helping you gain a deeper understanding of the spirit, people, and culture of Vietnam.
We believe that the values of Vietnamese culture will continue to be widely shared and celebrated through future international exchange programs and collaborative initiatives.
