Econ
Vietnam’s coffee brand enters Middle East market
The presence of King Coffee, a Vietnamese brand, in the Middle East market has helped boost the added value of the country’s coffee industry.
Each year, Vietnam’s coffee exports to the Middle East market reach up to US$12 million. The world’s second biggest coffee exporter, mainly ships raw materials, however, this story is likely to turn a new page with the entry of Vietnamese brand, King Coffee.
During the Dubai International Coffee & Tea Festival held recently in Dubai, TNI International, owner of King Coffee, inked cooperation agreements with major economic groups from UAE, under the witnesses of Vietnamese representatives.
Vietnamese Ambassador to the UAE Trinh Vinh Quang said that the presence of King Coffee brand in the world market and its development in the Middle East market as well, has demonstrated its efforts, including its vision, prestige and professionalism, especially this new appearance of “Made in Vietnam” product.
The Dubai International Coffee & Tea Festival is the one-stop event showcasing all facets of coffee, tea, bar and café products, equipment and services, presenting a focused, industry-recognized platform in the region. The Middle East’s flourishing coffee and tea market offers an ideal, conducive environment for cafés and restaurants, and continues to grow exponentially.
Over the last eight years since its inception, the festival has proven instrumental to the development of the industry, providing professionals and coffee/tea businesses the exposure to promote their products, launch new concepts and seek new business channels.
The Euromonitor International, headquartered in the UK, said UAE sits at the centre of a region that now accounts for 8 percent, or US$6.5 billion, of the US$85 billion global consumers spending around coffee.
With domestic demand continuing an upward surge, over 4,000 tea and coffee houses are now operating in Dubai, with a growing consumer and re-export market for tea and coffee. The UAE’s coffee market is expected to grow by over 30 percent in the next four years, as the country’s trading hub emerges as a key supply cog in the global coffee supply chain.
Le Phuong, commercial counselor of the Vietnamese Embassy to UAE, said this is a really good chance for the Vietnamese coffee brand to expand its market share in the surrounding areas and other big partner of UAE in European, Northern African, Southern Asia and United States markets.
According to Luong Van Tu, chairman of the Vietnam Coffee Association, said Vietnam has been the world’s second largest coffee producer and exporter since the early 2000s. Its exports of roasted and ground coffee and soluble coffee accounted for only 10 per cent last year.
But the coffee sector is facing several problems like small scale of production, ageing coffee trees, poor quality control, and outdated processing technologies. Some 150,000ha need to be replanted in the next five, a big challenge for the sector, Tu said.
To retain the country’s position of second largest coffee producer and exporter as well as increasing the export revenue from the current US$3 billion to US$6 billion by 2030, the sector plans comprehensive measures such as enhancing coffee replanting programs, research to develop new high-quality seedlings, investing more in roasted and ground coffee and soluble coffee, building brands for Vietnamese coffee and speeding up trade promotion activities in the local and foreign markets, he said.
During the Dubai International Coffee & Tea Festival held recently in Dubai, TNI International, owner of King Coffee, inked cooperation agreements with major economic groups from UAE, under the witnesses of Vietnamese representatives.
Vietnam will step up the processing of instant and roasted coffee, as well as other coffee products.
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The Dubai International Coffee & Tea Festival is the one-stop event showcasing all facets of coffee, tea, bar and café products, equipment and services, presenting a focused, industry-recognized platform in the region. The Middle East’s flourishing coffee and tea market offers an ideal, conducive environment for cafés and restaurants, and continues to grow exponentially.
Over the last eight years since its inception, the festival has proven instrumental to the development of the industry, providing professionals and coffee/tea businesses the exposure to promote their products, launch new concepts and seek new business channels.
The Euromonitor International, headquartered in the UK, said UAE sits at the centre of a region that now accounts for 8 percent, or US$6.5 billion, of the US$85 billion global consumers spending around coffee.
With domestic demand continuing an upward surge, over 4,000 tea and coffee houses are now operating in Dubai, with a growing consumer and re-export market for tea and coffee. The UAE’s coffee market is expected to grow by over 30 percent in the next four years, as the country’s trading hub emerges as a key supply cog in the global coffee supply chain.
Le Phuong, commercial counselor of the Vietnamese Embassy to UAE, said this is a really good chance for the Vietnamese coffee brand to expand its market share in the surrounding areas and other big partner of UAE in European, Northern African, Southern Asia and United States markets.
According to Luong Van Tu, chairman of the Vietnam Coffee Association, said Vietnam has been the world’s second largest coffee producer and exporter since the early 2000s. Its exports of roasted and ground coffee and soluble coffee accounted for only 10 per cent last year.
But the coffee sector is facing several problems like small scale of production, ageing coffee trees, poor quality control, and outdated processing technologies. Some 150,000ha need to be replanted in the next five, a big challenge for the sector, Tu said.
To retain the country’s position of second largest coffee producer and exporter as well as increasing the export revenue from the current US$3 billion to US$6 billion by 2030, the sector plans comprehensive measures such as enhancing coffee replanting programs, research to develop new high-quality seedlings, investing more in roasted and ground coffee and soluble coffee, building brands for Vietnamese coffee and speeding up trade promotion activities in the local and foreign markets, he said.
