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On Jan. 21 Hanoi-based Phinoi unveiled the filter. It produced only 54 pieces, representing Vietnam’s 54 ethnic groups.

The design reportedly draws inspiration from the battle between Son Tinh (the Mountain God) and Thuy Tinh (the Water God) for the hand of Princess My Nuong.

The filter’s lid is shaped like the nine-maned horse, one of the wedding gifts demanded by the king.

The manufacturer said when coffee drips to the bottom, it recreates a part of the legend, as the nine-maned horse inside the filter appears.

While many appreciate the artistry, the coffee community remains skeptical.

“I’ve lived long enough to see a filter costing over VND26 million,” one commenter said tongue-in-cheek.

Another said a simple filter paired with a high-quality grinder is more than enough for a perfect cup, and the price of the new product is too high.

Hoang Minh, a cafe owner in Hanoi, expressed shock at the price, saying the filter is more of a collector’s item than something for regular use.

“A good filter makes coffee better, but it’s not like you can go from a 6 to a 10.”

But Phinoi owner Vu Dinh Tu remains unfazed by the controversy, revealing that he had sold several filters.

He said he targets niche buyers who value longevity and safety.

The price reflects 10 months of research and development and the use of Grade 23 titanium, used in aerospace and medical implants, he claimed.

“Using common metals for brewing requires caution. Otherwise, metal contamination is easy.”

Some manufacturers in other countries also use titanium for brewing coffee, but most use grade 1 titanium, which is about 97% pure, making it more affordable at around VND2 million ($77) for a 400 ml filter, he said.

A titanium coffee filter set presented in a gift box. Photo courtesy of Vu Dinh Tu

Many aluminum coffee filters in the market are made from recycled aluminum that could contain heavy metals, he said.

When the surface coating wears off, the coffee could come into direct contact with the aluminum, he said.

Tu said his team spent 10 months researching options, initially testing gold and silver but rejecting them because they did not fit the brand’s philosophy.

They then explored copper, inspired by Vietnam’s bronze drums, but ruled it out due to difficulties in controlling the lead content and its impact on the coffee aroma, he said.

In the end, the team chose titanium, he said, hoping the filters would become heirlooms, passed down through generations.

He admitted that investing a lot of time and resources to produce just 54 pieces, and possibly not selling them all, makes little economic sense, but said he sees the project as a challenge in innovation.

He previously launched a plastic coffee filter, which also sparked debate.

Looking ahead he said he plans to continue experimenting with new materials and designs to take the Vietnamese coffee culture to global consumers.