From December 14-16, 2017, at the Dubai International Trade Center of the United Arab Emirates (UAE), TNI Corporation with the brand name King Coffee signed a special cooperation agreement with corporations of the United Arab Emirates (UAE). Attending this event were the presence of Vietnamese Ambassador to the UAE Mr. Trinh Vinh Quang and Commercial Counselor Mr. Le Phuong.
Ambassador Trinh Vinh Quang said: “The Dubai market is an open and highly competitive market, meeting the requirements of businesses that want to succeed must converge on 3 basic factors: vision, reputation and major. A lot of Vietnamese goods are currently exported to the UAE but there is no buzz, because the goods will then be repackaged under the name of another country. Therefore, the launch of King Coffee in Dubai as a “Made in Vietnam” product will open up new opportunities for cooperation and understanding in commercial activities between the two countries.
According to statistics of market research organization Euromonitor International, the UAE currently accounts for nearly 8%, or $6.5 billion, of the total $85 billion in global coffee consumption. In Dubai alone, there are about 4,000 coffee shops operating. Not only has increased domestic demand in recent years, as a gateway to the world and a destination for millions of tourists each year, the UAE is both a consumer market, and a transit point for foreign tourists. enter export coffee coffee view of every brand.
Besides, the Middle East is also a particularly “difficult” area in terms of taste and law, because imported products can only be selected when there is a Halal certificate on the product packaging. Although appearing for more than a year, since its first launch in October 2016 in the US, King Coffee has achieved most of the international food standards, including Halal certification.
Madame Le Hoang Diep Thao, General Director of TNI Corporation, said that outside of Vietnamese media products according to international standards and tastes such as capuccino, 3-in-1 instant, espresso, instant black, coffee weasel …, King Coffee but standard is launching the field of the lines of high level as coffee through capsules (Capsule), whole beans.
It is expected that within the next 4 years, the UAE’s coffee market will increase by more than 30%, due to the outstanding development of commercial centers in this country, especially Dubai. According to Mr. Le Phuong, Vietnam Trade Counselor in the UAE, the opportunity for coffee businesses to build a Vietnamese brand in the Middle East is very wide open, from which to continue to switch to other activities. neighboring operations and operational representation of the UAE in Europe, North Africa, South Asia and the United States.