Seoul: The Vietnam coffee pavilion was launched on April 15 within the framework of Coffee Expo Seoul 2026, held at the COEX Convention and Exhibition Centre in Seoul, the Republic of Korea (RoK), aiming to promote trade connectivity and expand cooperation with the East Asian nation and global partners. The pavilion is organised by the Vietnam Coffee-Cocoa Association (VICOFA), with the participation of nearly 10 major Vietnamese enterprises in the processed coffee sector. During the expo, running from April 15-18, Vietnamese enterprises will host product showcases, coffee tastings, competitions, and business networking activities.

According to Vietnam News Agency, the event is a significant platform for Vietnam to boost its visibility in the international coffee market. By participating in Coffee Expo Seoul, Vietnamese coffee producers have the opportunity to engage directly with potential buyers and partners, enhancing their export potential and fostering deeper ties in the coffee industry.

The expo is expected to attract thousands of visitors, including industry leaders, coffee aficionados, and business professionals from around the world. Vietnamese enterprises are keen to leverage this opportunity to highlight the quality and variety of their coffee products, aiming to carve out a more substantial presence in the competitive global coffee market.