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The event, co-organized by the Vietnam Coffee-Cocoa Association (VICOFA), marks a new step forward in the strategy to enhance the value and brand of Vietnamese coffee in the global market.

In his remarks at the ceremony, Vietnamese Ambassador to the Republic of Korea Vu Ho emphasized that Vietnam’s participation in Coffee Expo Seoul is not only a trade promotion activity but also clearly reflects the country’s strategic orientation amid the rapidly shifting global economic landscape. Accordingly, Vietnam is transitioning from a growth model based on output to one that prioritizes quality, added value, and sustainable development.

Vietnamese Ambassador to the Republic of Korea Vu Ho delivers remarks at the opening ceremony of the pavilion. (Photo: Embassy of Vietnam in the Republic of Korea)

Ambassador Vu Ho noted that the coffee sector is no longer merely a story of export volume, but rather one of the capacity to create distinctive value, build a national brand, and flexibly adapt to evolving consumer trends and increasingly stringent international standards. The Vietnamese enterprises participating in this exhibition are clear evidence of the sector’s growing production capabilities and adaptability.

Within the broader framework of the Vietnam-Republic of Korea Comprehensive Strategic Partnership, cooperation in the coffee sector, though modest, carries practical significance by contributing to supply chain connectivity, promoting business cooperation, and enhancing cultural exchanges between the two countries. Both sides still have ample room to expand cooperation in trade, technological application, and sustainable development in the coffee industry.

The Vietnam National Pavilion at Coffee Expo Seoul 2026. (Photo: Embassy of Vietnam in the Republic of Korea)

On this occasion, the Ambassador cordially invited partners, businesses, and visitors to the Vietnam Pavilion to experience the distinctive flavors of Vietnamese coffee and explore new cooperation opportunities. The overarching message underscored is that the greatest value lies not only in what is showcased today, but in the long-term and sustainable partnerships to be built in the future.

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