Belgium is a country which imports lots of coffee and the second-biggest coffee importer in Vietnam. Even though Vietnam import lots of coffee, there are often hidden in store shelves. The aim of this thesis is to provide insights into the marketing strategies suitable for a Vietnamese coffee company, retailer, or producer, for them to sell their coffee in Wallonia, in Belgium. In the literature research, Belgium is an ideal country but with lots of competitors on the market which may make it hard to start selling coffee when the product has no added value. A mixed-methods approach was employed, utilizing a literature review to establish a theoretical framework and a survey conducted among 100 Walloons coffee consumers to identify their purchasing habits and key factors influencing their choice of Vietnamese coffee. Based on the results of the research, the most effective way to promote coffee is through word of mouth. Belgians tend to like Arabica beans more than Robusta beans which compose 96% of the coffee production in Vietnam, but Belgium still has a market for Robusta coffee.