Vision
To establish Vietnam Food Pavilion as the leading specialised market-access platform for Vietnamese food trade into the UAE, GCC and wider MENA region.
About the Pavilion
A specialised market-access platform for Vietnamese food
A trade and market-access platform connecting Vietnamese producers with UAE and GCC buyers at Abu Dhabi Food Hub.
Introduction & positioning
A specialised platform at Abu Dhabi Food Hub
The Vietnam Food Pavilion is a specialised trade and market-access platform at Abu Dhabi Food Hub under KEZAD. Operated under a centralised operating model by Lootah Foods / T-Hub, it brings Vietnamese producers and brands together in a permanent showcase—helping buyers discover verified suppliers while giving participants shared infrastructure, market visibility, and a clear path into the UAE and wider GCC.
Vision & mission
Purpose with measurable ambition
Mission
Connect verified Vietnamese food producers with importers, distributors, retailers and institutional buyers through a permanent showcase, shared infrastructure and structured market access at Abu Dhabi Food Hub.
- 01Enable year-round visibility for Vietnamese food brands—not limited to short trade fairs.
- 02Provide buyers with a trusted, searchable directory of verified pavilion participants.
- 03Reduce market entry friction through shared logistics, warehousing and B2B facilities.
- 04Support bilateral UAE–Vietnam food trade and GCC re-export opportunities.
- 05Operate a transparent governance model with clear roles for anchor operator and participants.
Why Vietnam / Why UAE
Supply strength meets regional demand
Why Vietnam
- Diverse export-ready sectors: coffee & beverages, seafood, spices, dairy, fruits and packaged agri-food.
- Growing producer capability in quality, traceability and international certifications.
- Strong government and trade-body support for market diversification beyond traditional destinations.
- Cultural and product fit for Middle East retail, HoReCa and foodservice channels.
Why UAE & GCC
- Abu Dhabi Food Hub under KEZAD concentrates logistics, buyers and food trade activity.
- UAE serves as a re-export hub for wider GCC and MENA markets.
- Rising demand for quality, diverse and secure food supply aligns with pavilion positioning.
- Permanent presence supports relationship-building—not only transactional trade-show meetings.
Strategic rationale
Five commercial objectives
Core programme goals derived from the pavilion proposal and aligned with bilateral trade priorities.
- 01
Middle East market access
Position Vietnamese food at a strategic entry point to UAE and regional demand centres.
- 02
UAE–Vietnam trade
Strengthen bilateral food trade through a dedicated, country-focused commercial platform.
- 03
Food security
Support reliable supply of quality Vietnamese food products into the UAE market.
- 04
KEZAD trade density
Operate inside Abu Dhabi Food Hub where logistics and buyer activity concentrate.
- 05
GCC / MENA re-export
Use the UAE’s re-export strength to reach broader GCC and MENA markets.
Operating model
Umbrella structure at KEZAD
A clear chain from master developer to anchor operator and participating Vietnamese companies.
Master developer
Abu Dhabi Food Hub / KEZAD
Provides the permanent food-trade location, infrastructure and commercial ecosystem.
Anchor tenant & operator
Lootah Foods / T-Hub
Operates the umbrella model, shared facilities and programme coordination for participants.
Participants
Vietnamese companies & brands
Join as sub-tenants or represented brands with modular showcases and shared services.
Pavilion concept
Built for showcase, tasting & trade
Modular brand showcases
Flexible display units for year-round product presentation and brand storytelling.
Tasting & demo areas
Central spaces for product trials, chef demos and buyer engagement.
B2B meeting rooms
Dedicated rooms for sourcing discussions, negotiations and partnership meetings.
Shared warehousing & cold storage
Logistics infrastructure participants can access under the umbrella operating model.
Flexible participation models
Options for full showcase presence, represented brands or phased market entry.
Leadership & governance
Programme stewardship
Leadership profiles will be published following official approval.
Profile details coming soon
Profile details coming soon
Profile details coming soon
Partners
Institutional & operational partners
Abu Dhabi Food Hub
Venue & master developer
Permanent food-trade hub providing location, infrastructure and commercial density at KEZAD.
KEZAD
Economic zone
Khalifa Economic Zones Abu Dhabi—hosting logistics, trade and industrial activity for the pavilion.
Lootah Foods / T-Hub
Anchor operator
Umbrella operator coordinating shared facilities, programme delivery and participant onboarding.