From June 25-28, in Busan (Korea), the Busan Coffee Show 2025 will take place. This is one of the biggest coffee events in Korea, gathering hundreds of international brands.

Thanks to the support of Vietnamese Trading in Korea, Vietnam brought a group of 4 specialty coffee stalls to directly display and interact with consumers.

Vietnamese specialty coffee is being studied by the Korean side. Photo: Bao Lam

In particular, Buon Ma Thuot Coffee Association introduced the Top 10 specialty Robusta coffee models from the Vietnam Amazing Cup 2025 competition.

Simexco brings Fine Robusta green coffee lines from Dak Lak.

MISS EDE introduces a complete roasted and ground coffee product called MISS EDE Vietnam Robusta, which has been officially imported and is being distributed on the largest e-commerce platform in Korea - Coupang.

At the booth, coffee testing activities (cupping) with winning models from the Vietnam Amazing Cup 2025 competition attracted the attention of many roasters and local consumers.

The Korean market is used to Arabica coffee, with a light and light sour flavor and fruit flavor.However, Fine Robusta Vietnam, with its rich flavor and sweet aftertaste, is bringing a new yet easy-to-accept experience to consumers.

Mr. Jongmoo Park (Smith Park) - Chief Representative of MISS EDE in Korea - shared that the long-standing habit of Koreans is 100% Arabica.But when the team from Dak Lak brought in Robusta models processed into specialty fermentation, roasters and consumers were surprised.

"On the first day of the exhibition, we sold more than 300 packages of MISS EDE Vietnam Robusta coffee. At the same time, many units in Korea have raised the issue of official domestic distribution, Mr. Jongmoo Park excitedly said.

Vietnamese specialty coffee products are displayed at the exhibition. Photo: Bao Lam

Mr. Hoang Danh Huu - Founder of the MISS EDE brand - said that he did not come to Korea to change the taste of consumers, but to bring a new choice. A genuine, unique Vietnamese coffee experience and processed according to global standards.

Robusta, a specialty from Dak Lak, may be strange, but we believe in quality, because the product has been officially distributed in the United States, Singapore and Korea.MISS EDE prioritizes sustainable development, investment in quality, transparency of origin and connecting the farming community, Mr. Huu pledged.

Within the framework of the exhibition, Mr. Le Duc Huy - Vice President of the Vietnam Cocoa Coffee Association, Vice President of the Ma Thuot Coffee Association, Chairman of Simexco Dak Lak - gave a speech on the journey to affirm the position of Vietnamese coffee in the international market.

Mr. Le Duc Huy spoke about the journey to affirm the position of Vietnamese coffee in the international market. Photo: Bao Lam

Mr. Huy hopes that this event will create a strong stepping stone to bring Vietnamese specialty coffee to the Korean market - which is considered the center of creating young consumer trends in Asia.

According to Mr. Huy, South Korea has a Free Trade Agreement with Vietnam. Therefore, expanding the market without tax barriers is a key strategy for the sustainable development of the Vietnamese coffee industry.

"We welcome you to Vietnam, to Dak Lak. We will invite you to enjoy the best specialties of Robusta in the world, said Mr. Huy.