Why Vietnamese pay 5 times more for foreign-branded coffees?

This is perplexing to me because Vietnamese coffee, renowned globally for its quality, struggles to find favor among local consumers in a country that ranks as the world's second-largest coffee exporter.

I have noticed a similar trend in other areas of food and entertainment. The affluent in Vietnam are ready to spend hundreds of millions of dong (VND100 million = US$4,017) on items like Spanish ham or food covered in gold leaf to flaunt their luxurious lifestyle. They even purchase a vase or an ice tong at prices equivalent to a motorbike, a substantial expense for the average person.

Many are eager to travel to Europe and flaunt their photos online to earn admiration. Meanwhile, tourists from around the globe flock to Vietnam to marvel at the natural wonders like Son Doong Cave, Phong Nha Cave, and Ha Long Bay, raving about the majestic and poetic landscapes.

Some locals are surprised to see Vietnamese longan fruit sold in elegant boxes of six pieces at exorbitant prices in Japan. Yet, in Vietnam, lychees are sold for next to nothing when export demand drops.

Stores selling imported foods or international brands are always bustling, despite their sky-high prices. It seems local dishes, drinks, or destinations only gain attention when endorsed by celebrities or hyped through effective marketing. Consumers appear to let others dictate what they should eat, where to travel, and what to buy.

Of course, who am I to dictate how the wealthy should spend their money? Ultimately, it is up to consumers to decide what a product is worth. However, I urge Vietnamese to not overlook the unique specialties we have. Appreciating these can elevate the value of Vietnamese products in our own country.

Above all, we should strive to be wise consumers by choosing products with known origins, paying attention to regional specialties, and valuing our local delicacies. Select travel destinations for their genuine beauty and purchase items based on real needs, rather than following trends just because a celebrity endorsed them.

*This opinion was translated into English with the assistance of AI. Readers’ views are personal and do not necessarily match VnExpress’ viewpoints.