Each year, Vietnam’s coffee exports to the Middle East market reach up to USD12 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 a new local brand, King Coffee.
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.
The presence of King Coffee brand in Middle East market
During the Festival from December 14th-16th, 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.
Over the last eight years since its inception, the International Coffee & Tea 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 45-year-old Euromonitor International, headquartered in the UK, said UAE sits at the centre of a region that now accounts for 8%, or USD6.5 billion, of the USD85 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% in the next four years, as the country’s trading hub emerges as a key supply cog in the global coffee supply chain.
While Mr Le Phuong, commercial counsellor 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 USA markets.