The remarks were delivered by Vietnamese Ambassador to the Republic of Korea (RoK) Vu Ho at the opening ceremony of the Vietnam National Pavilion at Coffee Expo Seoul 2026, held in Seoul on April 15.

The Vietnam National Pavilion, jointly organised by the Vietnam Coffee–Cocoa Association (VICOFA) and relevant partners, marks a new step in efforts to enhance the value and global brand of Vietnamese coffee. The event drew participation from industry associations, businesses and partners from the Republic of Korea and other countries.

According to Ambassador Ho, Vietnam is shifting from a growth model based on volume to one focused on quality, added value, and sustainable development.

The coffee industry is no longer merely about export volumes, but about building differentiated value, strengthening national branding, and adapting flexibly to evolving consumer trends and increasingly stringent international standards. Vietnamese companies participating in this year’s exhibition are a clear demonstration of the industry’s growing capacity and adaptability.

“In the overall framework of the Vietnam–RoK Comprehensive Strategic Partnership, cooperation in coffee remains modest but practical, contributing to supply chain connectivity, business collaboration, and cultural exchange between the two countries. There is significant room to expand cooperation in trade, technology application, and sustainable development in the coffee industry,” he noted.

On this occasion, Ambassador Ho also invited partners, businesses, and visitors to the Vietnam National Pavilion to experience the distinctive flavour of Vietnamese coffee and explore opportunities for long-term, sustainable cooperation in the future.

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