TV4's Nyhetsmorgon named Vietnamese coffee one of 2026's hottest food trends. Here's why it's on the rise, and how to try it properly at home.
Vietnamese coffee is officially having its moment in Sweden. On 25 January 2026, TV4's Nyhetsmorgon ran a segment on the year's hottest food and drink trends, and trend and innovation consultant Sofie Zettergren Bonnevier named Vietnamese coffee a trend "på snabb frammarsch" - on a fast rise - alongside colourful pastries, "cute food," and the drink-as-a-whole-meal. We've been betting on exactly this since before the cameras rolled.
What TV4 actually said
In the clip, Vietnamese coffee was singled out as part of a broader wave of Asian fika culture reaching Sweden. The appeal the segment highlighted is the same thing we love about it: a rich, naturally sweet drink, traditionally made with thick sweetened condensed milk instead of regular milk and sugar, and served over plenty of ice. It's indulgent without trying too hard, and the slow, cosy brewing ritual is half the fun.
You can watch the full TV4 Nyhetsmorgon segment here: Här är de hetaste mattrenderna 2026.
Why it's trending now
A few things are lining up at once. Swedes drink more coffee per capita than almost anyone, so the appetite is already there - it just hasn't had a Vietnamese option done properly. At the same time, Asian food and drink culture is having a broad moment, condensed-milk drinks photograph beautifully for social media, and more people have travelled in Southeast Asia and come home wanting the real thing. Put together, Vietnamese coffee went from niche to "next" remarkably fast.
Our take
We didn't start TRAN Coffee Lab because of a trend forecast - we started it because this is the coffee we grew up with, two sisters from Borås now based in Stockholm. But it's a good feeling when national TV points at the exact thing you've spent a year building. We shared our reaction on TikTok: @trancoffeelab.
If the segment made you curious, this is a great moment to actually taste it rather than just scroll past it.
How to try the trend at home
You need three things: proper Vietnamese Robusta, a phin filter, and sweetened condensed milk. We put all three in one box - our No Regrets Horse kit - so you can make a real cà phê sữa đá at home from day one. New to it? Start with What is Vietnamese coffee?, then follow How to brew Vietnamese coffee with a phin.
FAQ
Did TV4 name Vietnamese coffee a 2026 trend?+
Why is Vietnamese coffee trending in Sweden?+
What makes Vietnamese coffee taste sweet?+
How can I try Vietnamese coffee at home?+
Co-founder, TRAN Coffee Lab
Winnie is the younger sister and co-founder who gives TRAN Coffee Lab its voice. She leads branding, marketing, and product development - from the look of every bag to the stories we tell - and she's the face you'll meet when you find us out in the world.