Jazeen, one of the brands under the Saudi Coffee Company, participated alongside Milaf International, Nooq, and Nuwa for Hospitality at the International Transport and Logistics Services Exhibition 2026 in Shanghai, the People's Republic of China, as part of the Kingdom's pavilion organized by the National Industrial Development and Logistics Program (NDLP) in collaboration with Invest Saudi, with the participation of 25 national entities from the transport, logistics, and investment ecosystem, to enhance the Kingdom’s international presence, showcase the qualitative transformations in the transport and logistics sector, and highlight investment opportunities and strategic projects that support the goals of Saudi Vision 2030. The participation featured the story of Saudi coffee and Jazeen's experience in presenting Saudi coffee to global standards, alongside showcasing the national products offered by companies in the Milaf International portfolio, reflecting the diversity of the Saudi food sector and its competitiveness in international markets. Nooq introduced its innovative camel milk products, while Nuwa for Hospitality presented its integrated model in Saudi hospitality services, as part of a participation that reflects the integration of national brands under Milaf International and highlights the authentic Saudi identity to visitors and investors from around the world. This participation is an extension of the Kingdom’s efforts to support national exports, enhance the presence of Saudi products in global markets, and build strategic partnerships that open new horizons for growth, in line with the goals of Saudi Vision 2030 in developing promising sectors and enhancing the competitiveness of national industries. The Chief Marketing and Communications Officer of Milaf International, Mohammed Zaini, stated that the group’s participation in the International Transport and Logistics Services Exhibition in Shanghai comes as a commitment from Jazeen to enhance the presence of Saudi coffee in global markets and highlight its quality and authentic story to a diverse international audience, noting that participation alongside Milaf International, Nooq, and Nuwa for Hospitality embodies a model of integration of the group’s national brands and reflects the significant potential of Saudi products to compete globally, in line with the goals of Saudi Vision 2030.