In a move set to reshape the coffee sector, leaders launched the global coffee alliance PPP in Hanoi on March 26 at the International Coffee Conference 2026, hosted by TNI King Coffee. The event brought together representatives from 19 diplomatic missions, showing strong international interest in the future of the coffee industry. At a time when producers face climate change, price volatility, and stricter supply chain requirements, the alliance aims to create a unified platform for cooperation. According to organisers, the global coffee value chain supports nearly 125 million people worldwide, which highlights the need for coordinated action. Vietnam’s role in hosting the launch also reflects its growing importance in the sector, as the country ranks as the world’s second-largest coffee exporter and the leading producer of Robusta coffee. Through this initiative, stakeholders aim to strengthen sustainability, improve farmer livelihoods, and promote long-term growth across global coffee markets.
Le Hoang Diep Thao, founder and CEO of TNI King Coffee, called for closer unity between coffee-producing and coffee-consuming nations. She said the sector must work together to face rising global pressures. Her message focused on practical action, not only broad promises. The Global Coffee Alliance Declaration 2026 sets out five clear priorities. It calls for protection of coffee ecosystems and wider use of regenerative agriculture. It also supports fair incomes for farmers through trade, training, and stronger local capacity. In addition, it encourages governments and businesses to build transparent and sustainable supply chains. The declaration also promotes innovation, digital tools, and modern technology. Finally, it highlights coffee culture as a shared global heritage. Thao urged Vietnam and other producing countries to build more processing capacity, create higher-value products, and strengthen national brands instead of relying mainly on raw bean exports.
One of the most notable features of the new platform is its public-private structure. The global coffee alliance PPP acts as a pioneering model that combines diplomatic influence with private sector execution. It links diplomacy with business in a practical way. This approach can help the sector move from discussion to real action. The strong presence of international representatives at the launch also shows clear potential for progress. Public-private partnerships now play a growing role in building cooperation between governments, businesses, and organisations such as the International Coffee Organisation. Governments can set policy direction and support sustainability goals. They can also improve rules that shape trade and farming. At the same time, private companies bring capital, technology, and market access. They also strengthen supply chain systems. This model already supports sectors like transport, water, and energy. Now it can also benefit agriculture in a more structured way. With better coordination, it can protect farmer livelihoods, improve market access, and raise standards across the coffee value chain.
Vietnam used the Hanoi event to show that it wants to shape the future of coffee, not just supply it. During the conference, Saadi Salama, Palestinian Ambassador to Vietnam and head of the Diplomatic Corps, said the gathering had moved beyond a normal trade forum. He described coffee as a cultural bridge that can support dialogue and cooperation between nations. Experts at the conference also shared views on market trends and long-term sustainability. Luong Van Tu, Chairman of the Vietnam Coffee-Cocoa Association, pointed to the serious challenges that producing countries still face. Other specialists discussed climate solutions and sustainable growth strategies through 2050. Against that backdrop, the global coffee alliance PPP could become an important platform for the years ahead. It gives Vietnam a stronger global role and offers the wider coffee industry a more inclusive, technology-driven, and sustainable direction.
