The  pavilion , organized by the Vietnam Trade Office in Chile, showcased the country's coffee products at the largest specialized coffee fair in this South American nation. The event, taking place at the Espacio Riesco Exhibition Center in the capital city of Santiago, gathers nearly 180 exhibitors from various countries and territories.

It attracts about 30,000 visitors, including manufacturers, processors, importers, distributors, coffee shop chains, experts, and coffee lovers.

Themed "Vietnam: El origen del café" (Vietnam: The origin of coffee), the pavilion was designed with a strong Vietnamese cultural identity. It introduced a wide range of strong export products, such as Robusta, Arabica, roasted, instant, specialty, and capsule coffee, alongside filter bags and the traditional "phin", a signature Vietnamese metal drip filter.

Over 20 enterprises, such as Simexco DakLak, Vinacafé, Trung Nguyen Legend, Shin Ca Phe, Pull's Coffee, and Matthew Coffee, participated in the event. They presented hundreds of coffee and typical agricultural product samples from famous material areas like Dak Lak, Lam Dong, Gia Lai, Kon Tum, and Son La.

Besides coffee, the trade office introduced other agricultural products, processed foods, and beverages with export potential, such as cashews, cocoa, spices, dried fruits, rice, and rice-based products, thereby helping comprehensively promote the image of the nation's agricultural products to international partners.

The office facilitated over 10 online trade connections between the country's enterprises and foreign partners right at the event. This created conditions for the parties to discuss import demands, technical standards, consumer trends, and the possibility of cooperation in the coming time.

Particularly, many Chilean partners highly valued the stable quality, distinct flavor, competitive prices, and large-scale supply capacity of Vietnamese coffee. They expressed interest in green, roasted, specialty, instant, and deeply processed coffee, as well as products meeting criteria for sustainable development, traceability, and environmental friendliness. Some businesses initially agreed on plans to exchange samples, promote trade negotiations, and research import possibilities in the coming time.

Within the framework of the fair, the trade office launched cultural promotion activities, introduced the traditional "phin" brewing method, and invited guests to taste Vietnamese coffee right at the pavilion. These activities helped create a deep impression on visitors, enabling Chilean consumers to better understand the history, culture, and unique coffee drinking style of the country.

According to the trade office, this South American nation is a potential coffee consumption market in the region, with an increasing demand for high-quality and deeply processed coffee products.

Amid volatile international trade, maintaining a presence at specialized fairs like Expo Café Chile holds significant meaning in helping Vietnamese enterprises maintain connections with partners, grasp market trends, and seek new cooperation opportunities. It also contributes to building the image of Vietnamese coffee as a familiar choice for Chilean consumers, expanding trade cooperation with partners in Latin America.

In 2025, the country organized a national pavilion at Expo Café Chile for the first time. The pavilion made a strong positive impression, attracting the attention of numerous visitors, importers, roasters, distribution systems, retail chains, and experts in the Latin American coffee industry. This served as an important premise for the trade office to maintain and expand the scale of participation in 2026, thereby gradually building the image of Vietnamese coffee in one of the region's leading coffee-consuming markets.

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