Recently, students majoring in Business Administration from the NTT Institute of International Education (NIIE) took part in an experiential learning trip to Coffee Expo Vietnam 2025 – an international-scale exhibition for coffee, tea, and baked goods held at SECC, District 7, Ho Chi Minh City.
A Global Playground – Where the Essence of the Coffee Industry Converges
Organized by Coex Vietnam, Coffee Expo Vietnam 2025 brought together more than 150 businesses and 300 booths from 16 countries, spanning over 4,400m². This is one of Vietnam’s leading specialized events dedicated to the coffee, tea, bakery, and hospitality industries, attracting companies, investors, and international experts. Alongside the main exhibition were a series of compelling activities including Tea Expo 2025, Bakery Expo 2025, Wines & Brews Expo 2025, Grand Coffee Challenge 2025, Café Workshop, and the Roastery Experience—creating a comprehensive picture of the entire coffee value chain, from the seed to the final brewed cup.
More than just product displays, Coffee Expo Vietnam 2025 served as a hub connecting producers, experts, investors, and students passionate about the F&B industry—providing opportunities for networking, learning, and sparking creativity in business.
NIIE Students – Learning From Real Experiences, Immersing in Business Reality
At this exhibition, NIIE students were not simply “visiting a trade fair” but experiencing a true outdoor classroom, embodying NIIE’s philosophy of “Real Learning – Real Success – Real Prestige – Real Future.”
During the visit, students were assigned tasks such as:
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Observing organizational culture and individual behaviors at booths—how brands coordinate operations, distribute tasks, and interact with customers.
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Identifying corporate cultural values shown through actions, language, attitudes, and service styles.
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Assessing teamwork quality and team spirit among staff working in a fast-paced, high-traffic event environment.
These activities strengthened students’ ability to observe, analyze, and evaluate organizational behavior—key components of the Organizational Behavior course. Through firsthand experience, they gained a clearer understanding of how individuals, groups, and organizations contribute to building brand identity and corporate culture—lessons that textbooks alone cannot fully convey.
Real-World Learning – Sparking Creativity in Management
At the exhibition zones, students observed real operational models of coffee chains, explored warehouse management, quality control processes, and marketing strategies used by leading domestic and international brands.
They were especially impressed by Vietnamese brands such as Lamvita, Tim Corp, and Trung Nguyen Legend, as well as major global names from Korea, Italy, Japan, and the United States—industry leaders showcasing the latest trends in products, roasting technology, and sustainable coffee experiences.
When the Classroom Expands Into the Real World
Through this trip, NIIE students not only gained specialized knowledge but also developed communication, observation, and critical-thinking skills—while broadening their understanding of how global businesses operate and integrate cultural values.
This experience also highlighted the strong connection between theory and practice—showing how concepts learned in Business Administration, Marketing, and Organizational Behavior are applied in the real-world F&B industry.
