IFFE is the only international fermented food expo in the RoK, held for 25 years. This year’s event, from October 30 to November 3 at Jeonju World Cup Stadium, gathered over 323 domestic booths and participants from more than ten countries, including Viet Nam, China, Spain, the Philippines, and Indonesia.
At IFFE 2025, MISS EDE — a Dak Lak-based coffee and chocolate brand — continued to offer tasting experiences and introduce Viet Nam’s premium Robusta coffee to Korean consumers.
Earlier, in May 2025, 3,600 packs of roasted and ground MISS EDE Robusta coffee were officially exported to the RoK, marking a significant step supported by the Dak Lak Department of Industry and Trade.
Director of the Dak Lak Department of Industry and Trade Nguyen Thi Thu An shared that the department always creates favourable conditions for local enterprises to expand market access opportunities, especially in foreign markets. Dak Lak and Jeonbuk (formerly Jeollabuk) have maintained seven years of official friendship, during which the authorities of the two provinces have organised many activities to strengthen cultural exchanges and promote bilateral economic development.
At present, the Dak Lak Department of Industry and Trade supports enterprises participating in the Autumn Fair in Ha Noi, the IFFE in Jeonbuk, and various trade-promotion programmes both at home and abroad, contributing to diversifying markets for the province’s key products. At the same time, the department continues accelerating the application of digital transformation to connect markets and further improve the efficiency of public administrative services.
According to Hoang Danh Huu, founder of the MISS EDE brand, IFFE is a valuable opportunity for local manufacturers to promote their brands and introduce Vietnamese products to the international market, especially to a dynamic and creative consumer market like the RoK. Thanks to this opportunity, MISS EDE has become the first coffee enterprise from Dak Lak to export fully packaged, finished coffee products under a Vietnamese brand to this demanding market.
Expected to attract over 100 international importers and around 130,000 visitors, IFFE 2025 serves as a platform for Dak Lak to affirm the identity of Central Highlands agricultural products while expanding trade and investment cooperation between Dak Lak and Jeonbuk, contributing to spreading the aroma of Vietnamese coffee and the flavour of the Central Highlands to global friends.
