Expo Café Chile 2025: The Embassy of Vietnam in Chile hosts the Vietnam booth at ExpoCafé 2025 in Santiago (Photo: Embassy of Vietnam in Chile)

This milestone event highlighted the active role of Vietnam’s diplomatic mission in promoting economic diplomacy, bringing key agricultural exports—especially coffee—to not only the Chilean market but also the broader Latin American region, which is widely considered the "sacred land" of global coffee culture.

East–West bridge: Vietnamese coffee leaves its mark in Chile

Speaking at the opening ceremony, Ambassador Nguyen Viet Cuong emphasized that “Vietnam is the world’s second-largest coffee exporter, yet our market share in Latin America remains modest. Our first official and well-organized appearance at Chile’s premier coffee trade fair is not only an opportunity to showcase the quality of Vietnamese coffee, but also a way to share our culture, people, and unique coffee-drinking traditions with the region. This is a meaningful step in a long-term strategy to enhance Vietnam’s presence in the Americas and build practical partnerships with local businesses.”

Vietnam’s booth went beyond a simple coffee display—it became a dynamic space where commerce met culture, drawing in large numbers of visitors, importers, distributors, and coffee experts from Chile, Peru, Colombia, Brazil, Mexico, and more. From robusta and arabica roast blends to instant coffee, specialty brews, and modern packaging solutions, Vietnamese coffee products received high praise for their quality, diversity, and responsiveness to new consumer trends.

Expo Café Chile 2025: Vietnamese renowned coffee products draw great attention from visitors. (Photo: Embassy of Vietnam in Chile)

Participation by leading Vietnamese coffee brands

Coordinated by the Economic Diplomacy Section and Vietnam Trade Office in Chile, a wide array of prestigious Vietnamese coffee brands participated, including 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, among others.

Notably, the phin brewing tool—a symbol of Vietnam’s coffee culture—was also exhibited and demonstrated on-site, offering visitors a hands-on and authentic tasting experience.

In addition to coffee, a number of other signature Vietnamese agricultural and food products were also introduced, including rice and rice-based products, fruit juices, cashew nuts, cocoa, spices, dried fruits, and convenient packaged foods. These helped expand market reach and showcased the diversity and potential of Vietnam’s agricultural sector.

Economic Diplomacy: From trade fairs to long-term strategy

Ms. Ngo Thu Huong, Trade Counselor and Head of the Vietnam Trade Office in Chile, affirmed: “With the world’s second-largest coffee output and a leading position in robusta production, Vietnam has every advantage to win over the Latin American market—a region with high coffee consumption and diverse tastes. Participating in Expo Café Chile 2025 is a practical move to boost brand awareness and help Vietnamese businesses find suitable partners.”

Expo Café Chile 2025: Ambassador Nguyen Viet Cuong and Ms. Ngo Thu Huong, Trade Counselor and Head of the Vietnam Trade Office in Chile at the booth of Vietnam. (Photo: Embassy of Vietnam in Chile)

This event demonstrated the supportive role of the Embassy and Trade Office in helping Vietnamese companies expand market share in promising yet competitive territories.

Thanks to its strategic location—a gateway between the Pacific and Atlantic—Chile can become a launchpad for Vietnamese agricultural products to reach major South American and Caribbean economies.

Promoting the national image through coffee beans

The Expo Café Chile 2025 drew the participation of over 150 businesses from coffee-producing and coffee-consuming countries.

Ambassador Nguyen Viet Cuong and members of the Organizing Board of the Expo. (Photo: Embassy of Vietnam in Chile)

Vietnam’s initial success at Expo Café Chile 2025 is not only the result of trade promotion efforts but also a testament to the country’s stature and image—as a nation that exports not just agricultural goods, but also cultural values, identity, and creativity.

With a consistent diplomatic strategy of integrating economic development goals with national branding and multilateral cooperation, this event is set to open up even more opportunities for Vietnamese coffee and other agricultural products to win over the Latin American market.