Shanghai, August 25, 2026 – Hoang Anh Gia Lai International Investment Joint Stock Company (HGI), a core subsidiary within the Hoang Anh Gia Lai Group (HAGL) ecosystem, signed a memorandum of understanding (MOU) for long-term partnership with MQ Coffee (明谦咖啡 – Ming Qian Coffee), a Shanghai-based pioneer in specialty coffee processing, supply, and distribution.
The cooperation between HGI and MQ Coffee aims to develop coffee growing zones, supply HAGL Arabica coffee, and expand business operations in the Chinese market. This partnership marks a significant step forward in HAGL’s coffee development strategy, with a focus on establishing stable sales channels, expanding export markets, and enhancing the added value of its products.
Long-term partnership to drive volume growth
Under the five-year MOU, both parties will focus their cooperation on three key pillars:
First, supplying high-quality Arabica raw materials. HGI will supply HAGL Arabica green coffee beans from growing areas in Laos, with the coffee produced, processed, graded, packaged, and traced in accordance with standards mutually agreed upon by both parties. MQ Coffee will use the supplied beans for roasting, product development, and commercial activities, based on the quality of each lot and market demand.
Second, developing the Chinese market. MQ Coffee will serve as a long-term partner in sourcing, bean evaluation, distribution, and business development for HAGL coffee in China. Products are expected to reach consumers through retail store networks, online channels, corporate clients, and other distribution channels directly managed or developed by MQ Coffee.
Third, establishing a long-term volume roadmap. For the 2026–2027 crop year, both parties aim to enter into sales contracts totaling an expected volume of around 1,000 tons by December 31, 2026, targeting approximately 5,000 tons in subsequent crop years. Specific terms regarding volume, pricing, delivery schedules, and payment methods will be agreed upon in individual sales contracts.
MQ Coffee – market development partner in China
Founded in 2009 in Shanghai, MQ Coffee is one of the pioneers in China’s specialty coffee industry, with an integrated value chain spanning raw material sourcing, roasting, wholesale, contract manufacturing (OEM/ODM), and retail.
The company currently operates a roasting facility with an annual capacity of more than 5,000 tons, supplying over 3,000 coffee shops and distributing through major retail chains such as Sam’s Club, Costco, Freshippo (Hema), and Metro. Its flagship "The Godfather" product line has sold more than 900,000 bags and topped six sales rankings on Tmall in May 2026.
The partnership with MQ Coffee creates an opportunity for HAGL Arabica coffee from Laos to become a new origin in MQ Coffee’s supply chain, alongside established growing regions in Brazil, Colombia, Ethiopia, and Yunnan, thereby expanding access to China’s high-quality coffee market.
Aligning with HAGL’s 20,000 hectare coffee development strategy
Coffee represents a core pillar in HAGL’s large-scale agricultural strategy. According to the announced plan, HAGL aims to develop 20,000 hectares of Arabica and Robusta coffee across Vietnam, Laos, and Cambodia by 2028, focusing on premium-grade products serving both domestic and export markets.
Under this roadmap, HAGL established approximately 3,000 hectares in 2025, is implementing an additional 7,000 hectares in 2026, and plans to expand by roughly 5,000 hectares annually over the 2027–2028 period. In Laos specifically, HGI serves as a key subsidiary driving the development of raw material zones, with a target of surpassing 6,300 hectares of coffee by 2028.
Field survey results conducted in August 2026 by the Western Highlands Agriculture and Forestry Science Institute (WASI) recorded robust crop growth across HAGL’s coffee plantations in Vietnam, Laos, and Cambodia. According to HAGL, these favorable agronomic findings provide a solid foundation for the Company to steadily execute its planned cultivation rollout.
Building a fully integrated coffee value chain
HAGL is actively expanding deeper into the coffee value chain, covering every stage from cultivation and harvesting to primary processing, deep refining, and market development. In March 2026, HAGL and strategic partners OCB and OCBS hosted an executive workshop on the development strategy for 20,000 hectares of coffee. The conference established a unified roadmap to build an integrated value chain aimed at maximizing product value rather than relying solely on raw commodity sales.
The strategic partnership with MQ Coffee represents a concrete step forward in this initiative, connecting HAGL’s expanding coffee cultivation zones with high-demand international markets, starting with China.
In the coming time, HAGL remains committed to executing its coffee development roadmap across Vietnam, Laos, and Cambodia as previously announced, while expanding cooperation with domestic and international partners to develop markets, raise product value, and bring HAGL coffee closer to global consumers.
