Vietnamese coffee and spices attract consumers in North Africa and the Middle East.

The Vietnam Trade Office in Egypt reported on the evening of December 11 that the 10th Food Africa Cairo International Food Exhibition, held from December 9-12, 2025 at the Egypt International Exhibition Center, featured a strong and notable presence from Ho Chi Minh City enterprises.

For the first time, the Ho Chi Minh City Investment and Trade Promotion Center (ITPC) organized a delegation of 36 major companies with three showcase zones under the brand “Vietnam - Ho Chi Minh City Pavilion” opening up opportunities to expand exports to African and Middle Eastern markets.

According to the Trade Office, this outcome reflects continuous coordination since March 2025 among the Vietnam Trade Office in Egypt, the Vietnamese Embassy in Egypt, and ITPC. Their close cooperation enabled participating firms to proactively access market information, select suitable products, and build effective exhibition strategies.

At the exhibition, Ho Chi Minh City enterprises displayed a wide range of products: coffee, spices, grains, food ingredients, beverages, confectionery, dairy, and seafood categories well aligned with rising consumer demand in the region.

ITPC’s initial assessment showed that within the first two days, international visitors exceeded expectations, mostly from Africa, the Middle East, and India. Strong interest centered on raw and semi-processed agricultural products (rice, beans, grains), nuts (cashews, almonds, sunflower seeds), soft drinks and juices, confectionery, and ready-to-eat items.

Notably, rice from Sunrise Company participating for the first time received highly positive feedback from importers, creating momentum for market penetration into Egypt and neighboring countries.

Platform for increasing market share of Vietnamese goods.

Ahead of the exhibition, the Vietnam Trade Office in Egypt and ITPC conducted market surveys and held direct meetings with LuLu Hypermarket, one of the region’s largest retail chains. Regional Director Huzaifa Qureshi expressed openness to bringing Vietnamese goods into the distribution network and welcomed the idea of organizing a Vietnam Goods Week next year an encouraging signal for long-term supply-chain access.

During the exhibition, the Trade Office and the Vietnamese Embassy in Egypt, in coordination with ITPC, hosted a session providing in-depth information on the agricultural and food markets of Egypt and Lebanon. The participation of representatives from the Egyptian Commercial Service (ECS) and EuP Egypt Industries, the only Vietnamese-owned enterprise operating in Egypt helped Vietnamese companies better understand legal frameworks, investment opportunities, and market standards.

Egypt remains a key traditional trade partner for Vietnam in North Africa. With a population of 108 million, rapid population growth, and a recovering tourism sector, demand for food and agricultural imports continues to rise as domestic production falls short. This creates strong opportunities for Vietnamese strengths such as pepper, cinnamon, star anise, cashew nuts, coffee, and desiccated coconut.

Data from Vietnam Customs showed that exports to Egypt reached USD 522 million in the first 11 months of 2025, up 22% year-on-year. Agricultural and food products posted impressive growth: seafood up 55% (USD 65 million), coffee up 30% (USD 55.5 million), pepper up 52% (USD 38.2 million), fruits and vegetables up 33% (USD 17.7 million), and cashew nuts up 37% (USD 15.9 million). These figures highlight the strong potential of Vietnamese products in a high-demand, stable market.

Conversely, Egypt Customs data for the first eight months of 2025 revealed that several Vietnamese products held dominant market shares: cashew nuts accounted for 59.1% of total imports, pepper 44.1%, desiccated coconut 41.9%, and coffee 19.6%, second only to Brazil. This reflects Vietnam’s competitiveness not only in pricing but also in quality and standards compliance.

Food Africa Cairo 2025, therefore, served as both a showcase and a strategic platform for Vietnamese enterprises to reinforce their presence in North Africa and the Middle East, diversify import networks, and leverage sustained support from trade-promotion authorities.

The participation of 36 companies from Ho Chi Minh City demonstrates strong market-development initiatives, aligning with the Ministry of Industry and Trade’s strategy to expand exports to non-traditional markets.

Positive outcomes from the exhibition show that when government agencies, Trade Offices, and businesses coordinate closely, even challenging markets can open. North Africa and the Middle East large, fast-growing consumption hubs are emerging as promising destinations for Vietnam’s food and agricultural products.

In the first eight months of 2025, many Vietnamese products held a very high market share in Egypt: Cashew nuts accounted for 59.1% of total imports, pepper for 44.1%, coconut for 41.9%, and coffee for 19.6% - second only to Brazil.