SEOUL, SOUTH KOREA — The Philippines, through the Department of Trade and Industry (DTI), participated in Korea’s biggest coffee show, the Seoul Coffee Expo 2023 at the COEX Convention and Exhibition Center in Seoul, last 5 to 8 April 2023.

Chosen by the COEX as the guest country for this year’s expo, the Philippines featured Philippine specialty beans to attract the trendy Korean coffee consumers looking for new flavors and craft products. 

The country’s participation was organized by DTI through Philippine Trade and Investment Center (PTIC) in Seoul, Export Marketing Bureau (EMB), Regional Operations Group (ROG), and in collaboration with the Philippine Embassy in Seoul and the Philippine Agriculture Office-Korea.

Leading the Philippine delegation were DTI Regional Directors Juliet Lucas of DTI Cordilllera Administrative Region (CAR) and Flor Gabunales of Region 12. Likewise, Department of Agriculture (DA) Director Gerald Glenn Panganiban also visited the PH pavilion while on official visit in Korea. 

Her Excellence Maria Theresa Dizon De Vega, Philippine Ambassador to Korea, graced the opening of the Philippine pavilion together with Korean VIPs Mr. Dong Ki Lee, President of COEX; Mr. Chang Yoon Song, the Korea Coffee Association; and Mr. Hae Ryang Jung, President of Coffee Roasters Association of Korea. 

“The Philippines’ participation as guest country at the Seoul Coffee Expo is an important platform to introduce the unique and diverse taste of Philippine coffee to the Korean market,” said Ambassador de Vega.

Additionally, PTIC Seoul Commercial Counselor Jojie Dinsay said, “We worked really hard to be chosen as Guest Country for this year and we’re very happy of the results with positive feedback from consumers and strong business interests from companies and entreprenuers.”

President of the Coffee Roasters Association of Korea, Mr. Hae Ryang Jung, expressed his enthusiasm on the featured liberica beans in the Philippine pavilion, “I have been looking for this for a long time. I can’t wait to roast, brew and taste it,” said Mr. Jung.

In line with this participation, the Philippines also conducted a seminar during the event to introduce Philippine Coffee to Koreans. 

Guests at the country pavilion experienced the Philippines through the taste and aroma of coffees from different regions and provinces of the country, such as the Cordilleras, Batangas/Cavite, Bukidnon and Davao. Also featured were complimentary products like coconut sugar, coconut creamers, hot chocolate, premium dark chocolate bars, and healthy fruit snacks. 

The unique vegan cafe drink launched in the country pavilion attracted many visitors. It is freshly prepared using 100% pure Cacao tablea, all-natural Coconut sugar and easy-melt Coconut Creamer which were all sourced and made in the Philippines.

Some of the Coffee brands that were promoted in the country pavilion included Project Beans Trading, Verra Coffee, Coffee for Peace, Kape Maramag, Hineleban Farms and Cafe de Lipa. In-demand products were fine robusta, coconut milk, coconut sugar, liberica beans, baked fruit chips, specialty chocolate bars, and single-origin Arabica. 

Likewise, coconut-based products, dark chocolate, and snack brands like Quezon’s Best, Cocoplus, Hijo Superfoods, Theo and Pilo, MS3 Chocolate, Oh So Healthy Fruit Crisps, and Dona Maria Brown Rice Puffs were also featured and promoted.   

The successful participation captivated different importers, distributors, retailers, cafe owners, and consumers who conveyed their strong interest in Philippine coffee beans and other products featured at the Country Pavilion. ♦

Date of release: 26 April 2023

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