Vietnam participates in Chile's largest coffee fair for the first time: Bringing Vietnamese coffee flavor to Latin America

Vietnamese coffee products are highly appreciated for their quality, diversity and ability to meet new consumer trends.

Ambassador Nguyen Viet Cuong and the fair organizing committee.

On July 19-20, at the Espacio Riesco Exhibition Center (Santiago), for the first time, the Vietnamese Embassy in Chile organized participation in the largest coffee trade fair in the host country - Expo Café Chile 2025, with a national pavilion with the theme "Café Vietnamita - Sabor Natural y Más" (Vietnamese Coffee - Natural Flavors and More) .

The event is an important milestone, clearly demonstrating the role of the Vietnamese representative agency in promoting economic diplomacy , bringing strong agricultural products - especially coffee - to the Chilean market and more broadly to the Latin American region, which is considered the "holy land" of world coffee culture.

Vietnam booth at the fair

Bridging West and East: Vietnamese Coffee Makes Its Mark in Chile

Speaking at the opening ceremony, Ambassador Nguyen Viet Cuong emphasized: “Vietnam is the second largest coffee exporter in the world , but its market share in Latin America is still quite modest. Our first official and systematic presence at the largest specialized fair in Chile is not only to introduce the quality of Vietnamese coffee, but also to spread the culture, people and unique enjoyment style to the region. This is a meaningful step in the long-term strategy to increase the presence of Vietnamese coffee in the Americas and establish practical cooperation channels with local businesses.”

The Vietnamese booth at the fair is not only a space to display coffee, but also becomes a point of intersection between trade and culture, attracting a large number of visitors, importers, distributors and coffee experts from Chile, Peru, Colombia, Brazil, Mexico...

From robusta, roasted arabica to instant coffee, specialty coffee and modern packaging solutions - Vietnamese coffee products are highly appreciated for their quality, diversity and ability to meet new consumer trends.

visitors to the Vietnam booth.

The presence of many prestigious coffee brands from Vietnam

Under the coordination of the Department of Economic and Trade Affairs of Vietnam in Chile, many prestigious brands such as Trung Nguyen Legend, Vinacafe, Vuong Thanh Cong, Meet More, Rexsun, Q Café, An Thai, Trung Dung, Shin Ca Phe, Happi Coffee, Xim Coffee, Matthew, Chau Son, Happy Coffee, Bien Duc ... accompanied the event. In particular, phin brewing tools - an indispensable symbol in Vietnamese coffee culture - were also displayed and demonstrated on site, bringing a genuine enjoyment experience to visitors.

In addition to coffee, a number of other typical Vietnamese agricultural and food products were also introduced, such as rice and rice products, fruit juice, cashew nuts, cocoa, spices, dried fruits and convenience foods, helping to expand market access and demonstrate the diversity and potential of Vietnam's agricultural industry.

Ambassador Nguyen Viet Cuong and Commercial Counselor, Head of Vietnam Trade Office in Chile Ngo Thu Huong.

Economic Diplomacy: From Specialized Exhibitions to Long-Term Strategy

Ms. Ngo Thu Huong, Trade Counselor, Head of the Vietnam Trade Office in Chile affirmed: “With the second largest output in the world and the leading position in Robusta, Vietnamese coffee has all the conditions to conquer the Latin American market - a large coffee consumer with diverse tastes. Participating in Expocafé Chile 2025 is a practical step to enhance brand recognition and find suitable partners for Vietnamese businesses.”

This event clearly demonstrates the accompanying role of the Embassy and the Trade Office in supporting businesses to expand their market share in potential but highly competitive markets. With its special geographical location - the gateway between the Pacific and Atlantic Oceans - Chile can become a strategic springboard to help Vietnamese agricultural products gain deeper access to major economies in South America and the Caribbean region.

Ambassador Nguyen Viet Cuong answers press interviews.

Spreading national image through coffee beans

The initial success at Expo Café Chile 2025 is not only the result of trade promotion efforts, but also contributes to affirming the stature and image of the country - a place that not only exports agricultural products, but also exports cultural values, identity and creativity.

With the consistent orientation of the diplomatic sector in linking economic development goals, promoting the country and expanding multilateral cooperation, this event promises to open up more opportunities for Vietnamese coffee, as well as other agricultural products, to gradually conquer the Latin American market.

Source: https://baoquocte.vn/lan-dau-tien-viet-nam-tham-gia-hoi-cho-chuyen-nganh-ca-phe-lon-nhat-chile-dua-huong-vi-ca-phe-viet-den-my-latinh-321760.html