Tanzania is leveraging its globally acclaimed coffee and rich cultural heritage to deepen economic and people-to-people relations with South Korea, as the country intensifies efforts to expand tourism, trade and investment opportunities in Asia.
The latest push was showcased at the 2026 Gongneung Forest Trail Coffee Festival in South Korea, where Tanzania used the event as a platform to promote its coffee industry, cultural identity and tourism attractions to a diverse audience that included public figures, business leaders, coffee enthusiasts and potential investors.
Speaking during the festival's opening ceremony, Tanzania’s Ambassador-designate to South Korea, Noel Kaganda, said coffee had become an effective tool for strengthening bilateral relations while creating opportunities for economic cooperation between the two countries.
He noted that Tanzania produces about 100,000 tonnes of coffee annually, making the crop one of the country's most valuable agricultural exports and a major source of income for thousands of farming households.
According to Mr Kaganda, the coffee sector contributes between $200 million and $300 million to the national economy each year, underlining its strategic role in supporting rural livelihoods and generating foreign exchange earnings.
He said coffee should not be viewed solely as a commercial commodity, but also as a vehicle for cultural exchange and international cooperation.
“Coffee brings people together. Through shared appreciation of coffee, Tanzania and Korea are strengthening economic, social and cultural ties while opening new avenues for cooperation,” he said.
The ambassador used the occasion to showcase Tanzania's tourism potential, inviting South Koreans to visit some of the country's iconic destinations, including Mount Kilimanjaro, Serengeti National Park and Zanzibar.
He said the destinations continue to attract visitors from around the world due to their unique landscapes, wildlife experiences and cultural heritage.
The festival forms part of Tanzania's broader cultural diplomacy strategy, which seeks to strengthen international partnerships by promoting the country's cultural assets and export products while enhancing its global visibility.
Analysts note that coffee diplomacy has increasingly emerged as a soft-power tool for coffee-producing countries seeking to build stronger international relationships and create new market opportunities for local producers.
For Tanzania, engagement in international coffee festivals not only helps expand the market for its premium Arabica and Robusta varieties but also provides an opportunity to position the country as a preferred tourism and investment destination.
As Tanzania and South Korea continue to deepen their bilateral relations, officials say cultural and economic exchanges centred on coffee could play an increasingly important role in fostering long-term cooperation and mutual prosperity.
