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World of Espresso Busan will host the 2024 World Barista Championship. However why?


At this 12 months’s Specialty Espresso Expo, the Specialty Espresso Affiliation introduced it can host its first-ever World of Espresso occasion in Asia in 2024. In partnership with Exporum, the occasion will happen from 1 to 4 Might in Busan, South Korea. The inaugural World of Espresso Asia occasion can even host the 2024 World Barista Championship.

Together with the flagship European occasion in June 2024 and the third version of the Dubai commerce present in January 2024, WoC Busan is certain to draw hundreds of worldwide espresso professionals.

Nonetheless, it’s essential to look into why the SCA is internet hosting the occasion on this metropolis. And what it might imply for the way forward for the commerce present? Learn on to search out out extra.

You may additionally like our article on whether or not the brand new SCA cupping kind & protocol will add extra worth for specialty espresso.

SCA CEO Yannis Apostolopoulos and Exporum CEO Danny Shin announce World of Coffee Asia event

A rising variety of World of Espresso occasions

Yearly, the SCA holds a World of Espresso occasion in a distinct European nation. This 12 months’s World of Espresso commerce present will happen in Athens, Greece from 22 to 24 June.

In addition to an in depth commerce present, the occasion encompasses a vary of key actions, similar to:

  • Roasters Village
  • Greatest New Product and Espresso Design Awards
  • Inexperienced espresso patrons and sellers programme
  • Lectures, cuppings, and workshops

Furthermore, every WoC occasion additionally hosts plenty of World Espresso Championships, together with:

  • World Barista Championship
  • World Brewers Cup
  • World Espresso in Good Spirits Championship
  • World Roasting Championship
  • World Cup Tasters Championship
  • World Cezve/Ibrik Championship

On high of the European occasion, the SCA additionally hosts WoC Dubai – “the premier espresso commerce present for exhibitors and guests from the Center East and past”. The primary version was launched in 2022, with one other occasion held in January earlier this 12 months.

It’s actually clear why the SCA determined to launch an occasion catered to the Center Jap specialty espresso market. Because of its speedy financial development, Dubai is without doubt one of the most well-developed specialty espresso markets within the area

The town performs a key position in driving the Center East’s specialty espresso market ahead and is turning into more and more accessible for abroad espresso enterprise.

Saying the first-ever World of Espresso Asia occasion

Following the launch of the Dubai occasion, the inaugural WoC Asia commerce present will happen in Busan, South Korea.

Talking on the Specialty Espresso Expo final month, SCA CEO Yannis Apostolopoulos stated: “We’re delighted to carry World of Espresso, our main espresso commerce present, to Asia for the very first time. 

“We’re proud to be working with our long-time companions at Exporum on this undertaking, who as our official licensed companion, will produce and ship a World of Espresso that’s tailor-made to the distinctive espresso tradition within the area,” he stated.

The occasion will probably be held on the Busan Exhibition & Conference Centre (BEXCO) in Might 2024 and is about to host the World Barista Championship – one of the crucial esteemed and extremely regarded competitions in specialty espresso. 

WoC Busan will run along with WoC Dubai, scheduled for 21 to 23 January 2024, and the flagship occasion in Europe to be held in June 2024.

Skyline view of Busan, South Korea

Getting into new markets

A lot because it was with Dubai, it’s apparent why the SCA has determined to host a WoC occasion in Asia. Lately, the continent’s espresso market has been rising exponentially. Based on Analysis and Markets, by 2030, the specialty espresso market within the Asia-Pacific area will develop by 15.3%.

“The espresso market in Asia has been booming for a few years, and World of Espresso in Busan would be the platform at which espresso firms throughout Asia and around the globe will be capable to join, community, and drive innovation within the specialty espresso house,” Yannis stated at this 12 months’s Specialty Espresso Expo.

It’s additionally essential to notice that the SCA will host the 2023 World Latte Artwork, World Espresso In Good Spirits, and World Espresso Roasting Championships in Taipei Metropolis, Taiwan in November later this 12 months. Naturally, this can be a clear indication that the SCA is interested by internet hosting extra occasions within the area.

Lately, increasingly more public sale data are being damaged by patrons from East Asian international locations. Inexperienced espresso patrons in markets like China, Japan, Taiwan, and South Korea will usually pay file breaking costs for extra unique coffees, notably Gesha and different uncommon espresso varieties. Finally, that is solely serving to to extend the recognition of high-end specialty coffees in these markets.

In step with this, the premiumisation of espresso has grow to be more and more frequent in sure East Asian international locations. That is the method of utilizing exclusivity, rarity, and superior high quality to drive up model attraction and costs for merchandise which might in any other case be cheaper. In flip, this provides a higher sense of worth for the client, and means they’re extra prepared to pay increased costs for espresso.

Why South Korea?

South Korea is a booming specialty espresso market. Between 2007 and 2013, the nation’s espresso business grew by 300%. As we speak, South Korea is the eighth-largest coffee-consuming market on the earth.

Moreover, a rising variety of South Korean espresso professionals have competed on the World Espresso Championships in recent times. Most notably, Jooyeon Jeon positioned first on the 2019 World Barista Championship, in addition to Kyoungha “Charlie” Chu and Heongwan Moon who received the 2021 and 2022 World Cup Tasters Championships, respectively.

However why Busan particularly? Properly, the town is the second-largest in South Korea, and whereas the nation’s capital Seoul has extra specialty espresso outlets, Busan is choosing up velocity at a putting tempo. Outstanding roasters and cafés embody Momos Espresso, BlackUp Espresso, Waveon Espresso, and Mavis Espresso, to call just a few.

The SCA and Exporum teams announce World of Coffee Busan event at Specialty Coffee Expo

With over 11,000 individuals attending WoC occasions yearly, and contemplating the massive demand for specialty espresso within the area, WoC Asia is certain to draw a major variety of guests in 2024 and past.

Furthermore, the importance of this occasion going down in such an revolutionary specialty espresso market like South Korea is prone to form the way forward for World of Espresso in the long run.

Loved this? Then learn our article on why East Asian patrons usually pay record-breaking costs for public sale successful espresso heaps.

Picture credit: Specialty Espresso Affiliation

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