Set to become the fastest-growing coffee market in the world over the next few years, Asia is a hotspot for innovation in specialty coffee. Often leading and redefining global trends, from premiumisation to beverage customisation, Asian coffee brands have a huge influence in the wider market.
It’s then no surprise that more coffee events are taking place in the continent every year, tapping into burgeoning market growth. The inaugural World of Coffee Asia expo was held in Busan, South Korea, in 2024, also marking the first time that the WoC trade show took place in an Asian country.
High-level competitions have also become a staple at these events. WoC Busan hosted the 2024 World Barista Championship, where Indonesian Barista Champion Mikael Jasin was crowned the winner. The ASEAN Barista Team Championship also took place at the 18th annual ASEAN Café show last year, offering a cash pool prize of US $11,000.
I spoke to Yannis Apostolopoulos, the CEO of the Specialty Coffee Association, to find out why event organisers are finding promise in Asian markets.
You may also like our article on how East Asian coffee brands are setting the bar for beverage customisation.
The meteoric rise of the Asian coffee market
Asia is home to many prominent producing countries like Vietnam, Indonesia, and India, and consumption of increasingly higher-quality coffee is also on the rise. According to Asia Business Outlook, demand for coffee has risen 6% year-on-year in the region, representing a rate about three times higher than the rest of the world – an indication of steady and strong growth.
China, a traditionally tea-drinking country, recently became the second-biggest coffee market in the region after Japan, which has a long history of coffee consumption. The rapid expansion of chains like Luckin Coffee, Cotti Coffee, and Starbucks has helped China become the largest branded coffee market in the world. Data from Project Café East Asia shows the number of outlets increased by 58% between 2022 and 2023 to reach almost 50,000, surpassing numbers in mature markets like the US.
As with many other emerging markets, key drivers of rising specialty coffee consumption are younger consumers with higher disposable income. Brands like Luckin and Starbucks tap into the burgeoning beverage customisation trend, attracting Gen Z and millennial consumers who increasingly value the “experience” of coffee. Flavour, quality, visual appeal, and tactility are equally important to these coffee drinkers, who also seek indulgence, personalisation, and convenience to cater to their ever-evolving lifestyles.
Specialty coffee shops further support this growth, offering premium coffees and beverages that appeal to people looking for exclusivity, experimental flavours, and rarity – all popular trends in the East Asian market in particular.
More prominent industry events are taking place in Asia
Several industry-leading B2B and B2C trade shows and expos – including the SCAJ World Specialty Coffee Conference and Exhibition, CAFEEX, and Speciality Coffee & Tea Asia – have been held in the continent for some time. But an increasing number of European events are expanding into Asia to capitalise on its flourishing coffee culture.
The most notable is World of Coffee, the Specialty Coffee Association’s flagship European trade show that draws in thousands of attendees every year. In 2024, the SCA hosted the inaugural WoC Asia in Busan, South Korea, marking the first time the event had taken place in the region.
“We launched World of Coffee Asia as part of our commitment to uniting and supporting the global coffee community, especially in regions experiencing dynamic growth and innovation,” says Yannis Apostolopoulos, the CEO of the Specialty Coffee Association. “We chose Busan as the inaugural host city because of its vibrant coffee culture, the country’s established specialty coffee scene, and the city’s proven track record of hosting large-scale international events.”
South Korea is one of the most mature coffee markets in the world, and it has a thriving café culture. Key players like Ediya Coffee, Mega Coffee, and Compose Coffee operate thousands of locations while pioneering specialty coffee brands like Coffee Libre, Fritz Coffee Company, Blue Bottle, and % Arabica are also hugely influential.
“Our growing SCA membership in Korea and across Asia also made Busan a natural fit to bring professionals together for education, networking, and celebrating the craft of specialty coffee in one of Asia’s burgeoning hubs,” he adds.
Hosting the first WoC Asia event in such a strong, sophisticated market serves as a strategic springboard to launch future editions in less established ones. WoC Jakarta will take place in mid-May, marking the first time that the event will be held in Indonesia.
“Jakarta’s coffee landscape has been expanding rapidly, showcasing Indonesia’s heritage as one of the world’s largest coffee-producing nations alongside its emerging specialty market,” Yannis tells me. “The city serves as a central point in Southeast Asia, making it accessible for professionals and enthusiasts across the region.”
More events mean more opportunities in the Asian market
Coffee events have become an increasingly important part of the industry. They have long served as launchpads for roasters and other coffee brands to market themselves and potentially generate more revenue.
More recently, however, a focus on education, networking, and competitions is supporting community building and driving interest in specialty coffee innovation – which is especially important in emerging markets.
“For us, Asia is a key market, including Asia Pacific, South East Asia, South Asia and the Middle East, as we recognise the region’s influence on global coffee trends,” Yannis says. “By hosting events here, businesses and associations can connect directly with fast-growing communities, develop educational programmes, and tap into new consumer segments excited about specialty coffee.”
With the proliferation of events in the region, international businesses are seeing clear opportunities to expand operations and take on new wholesale clients in the Asian market. Greek chain Coffee Island recently opened its first location in India, outlining an ambitious four-year growth plan to tap into the country’s explosive coffee consumption.
The roaster has worked with Indian coffee professionals to develop drinks catered to local flavour preferences, an effective strategy to gain a foothold in an emerging yet highly competitive market.
“Many countries in the region are both major coffee producers and vibrant consumer markets: a dual role that offers unique opportunities for growth, innovation, and collaboration,” Yannis tells me.
India is a prominent example again. In January 2025, the country’s coffee exports hit over US $1 billion for the first time, as international roasters increasingly take interest in single origin micro lots from key growing regions and high-quality robusta.
This presents new opportunities to differentiate in growing specialty coffee markets. By sourcing domestically-grown coffee, international roasters and brands can appeal to local consumer tastes and reinvest in supply chains, increasing their chances of success.
Driving interest in specialty coffee
WoC Jakarta will take place in May and will host the 2025 World Brewers Cup. Organising prestigious international competitions at these events feeds into the region’s growing appreciation for luxury appeal and exclusivity. Consumers are becoming increasingly interested in barista training programmes, which allow international coffee champions to share their expertise and generate new income streams.
High-profile coffee professionals such as 2023 World Barista Champion Boram Um, 2015 World Barista Champion Sasa Sestic, and Canadian Barista Champion Cole Torode are touring coffee shops and events across Asia, offering experiential training sessions that drive interest in specialty coffee.
There’s a similar trend in Latin America, where industry-leading events like Producer & Roaster Forum host groundbreaking competitions that showcase pure skill and lower barriers to entry for local coffee professionals and enthusiasts. The tenth and biggest-ever edition will take place in Honduras on 27 & 28 March 2025.
Looking ahead, there are clear opportunities for event organisers to build on strong market growth in Asia.
“Our decision-making is guided by the same principles that led us to Busan and Jakarta: a strong local specialty coffee scene, accessibility for regional and international attendees, and an active network of SCA members,” Yannis says.
With its recent spike in coffee consumption and proliferation of independent shops and large chains, China is a likely destination for more coffee trade shows and expos. International businesses are undoubtedly keen to expand into such a lucrative market. Yet, they will need to adopt a strategic approach to find success – tapping into customisation trends that leverage local flavour preferences – in what is a fiercely competitive marketplace.
As specialty coffee consumption thrives in Asian countries, event organisers are leveraging strong growth to establish a wider presence, further supporting the industry.
In the coming years, we’re likely to see more events taking place year-round in the region, opening up new opportunities for international roasters to gain access to this bankable market.
Enjoyed this? Then read our article on how specialty coffee is transforming Southeast Asian coffee culture.
Photo credits: Specialty Coffee Association
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