VIETNAM COFFEE EXHIBITION at SHANGHAI - VINACAFE

Vietnam Coffee, a brand under the Vietnam National Coffee Corporation (Vinacafe), participated in CafeEX Shanghai 2024—a coffee and tea trade fair held from December 20 to 22, 2024, in Shanghai, China. This event is one of Asia's prestigious specialized trade fairs, bringing together a wide range of coffee and tea brands alongside international industry professionals.

Participating in CafeEX Shanghai 2024, Vietnam Coffee engaged with over 3,000 visitors, showcasing a diverse range of products to Chinese attendees and consumers. These included instant coffee lines—such as Triobrew, Cocobrew, Justbrew, Alphamix, and Betamix—alongside a selection of premium roasted whole-bean and ground coffees. Each product reflects a commitment to sustainable development and quality, demonstrating the capacity to meet the varied demands of the international market.

At the event, Vietnam Coffee also shared the story of Vietnamese coffee’s journey—from the raw material regions and the farmers who cultivate the beans to the team of roasting experts and product researchers. Each cup of coffee embodies the qualities of the Vietnamese people—meticulousness, diligence, and creativity—reflecting a spirit of persistent hard work and pride in Vietnamese agricultural produce.

Partnering with Vietnam Coffee, TOP Group helped bring the brand's entire space and experience at CafeEX Shanghai 2024 to life, ensuring seamless alignment between design, content, and brand messaging. Through this initiative, the brand did more than just showcase products; it underscored its strategy to take Vietnamese coffee global by highlighting cultural depth and its unique story, thereby elevating the image of Vietnamese coffee on the global stage.