Speaking at the opening of the Viet Nam national pavilion, Vietnamese Ambassador Vu Ho stressed that the country’s presence at the event goes beyond trade promotion, reflecting a strategic shift in response to rapid changes in the global economy. Viet Nam, he noted, is moving away from a growth model centred on output towards one focused on quality, added value and sustainability.
The pavilion, organised by the Viet Nam Coffee and Cocoa Association (VICOFA) in collaboration with relevant partners, marks a new step in efforts to enhance the value and global branding of Vietnamese coffee.
According to Ambassador Vu Ho, the coffee sector is no longer defined solely by export volumes but by its ability to create distinct value, build a national brand and adapt to evolving consumer trends and increasingly stringent international standards. Vietnamese enterprises participating in the exhibition, he said, demonstrate the industry’s growing production capacity and adaptability.
Within the broader Viet Nam–Republic of Korea comprehensive strategic partnership, cooperation in the coffee sector, though modest, plays a practical role in linking supply chains, fostering business collaboration and strengthening cultural exchanges. Significant potential remains for expanding cooperation in trade, technological application and sustainable development.
