Shanghai — From 5 to 10 November 2024, Shanghai hosted the 7th China International Import Expo — CIIE 2024 — a fair built to open the Chinese market to products from around the world. DQ Coffee was there, in the food and agricultural products zone, marking an important step in the brand’s international growth.
A fair built for importers
CIIE gathers exhibitors from 152 countries, regions and international organisations at the National Exhibition and Convention Center in Shanghai. Around the stands, forums and matchmaking sessions connect companies with buyers, distributors and experts in agriculture and international trade.
For Vietnam, it is a chance to strengthen trade ties with China and to widen exports — especially of agricultural and processed food products. Vietnamese companies brought coffee, cashews, fresh fruit and other signature products to Shanghai.
Vietnamese coffee at the DQ Coffee stand
DQ Coffee presented roasted and ground coffee, classic 3in1 instant coffee and flavoured coffees with coconut and durian. Visitors were drawn by the balance between the character of Vietnamese coffee and modern processing — and many stayed to taste.
Meeting partners, learning the market
Over six days, the DQ Coffee team met distributors and trading partners and explored ways to bring Vietnamese coffee to retail in China. Just as valuable was the chance to understand Chinese consumers’ tastes — and to shape products for the market, guided by a commitment to green, clean, quality production.
Six days in Shanghai: first the taste, then the conversation, then the market.
Why it matters
Fairs like CIIE help Vietnamese companies make the most of free-trade agreements, reach new buyers directly and raise the profile of Vietnamese agriculture abroad. For DQ Coffee, Shanghai was a step toward a long-term presence in China.