Asia is quickly becoming the powerhouse in the global coffee market, and event organizers are taking notice. The inaugural World of Coffee Asia expo held in Busan, South Korea, in 2024, marked a significant milestone as it was the first time WoC took place in an Asian country. But what makes these markets so lucrative? Let’s dive in.
Asia is home to some of the world’s most prominent coffee-producing countries like Vietnam, Indonesia, and India. 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, traditionally a tea-drinking country, recently became the second-biggest coffee market in the region after Japan. 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 Cafe 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.
Key drivers of rising specialty coffee consumption are younger consumers with higher disposable income. These consumers value the “experience” of coffee, seeking flavour, quality, visual appeal, and tactility. Brands like Luckin and Starbucks tap into the burgeoning beverage customisation trend, attracting Gen Z and millennial consumers who increasingly value the unique experiences that specialty coffee shops offer.
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.
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. 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 capitalize 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.
“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.
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.”
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.
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.
As specialty coffee consumption thrives in Asian countries, event organizers 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.
1. Asia is rapidly becoming one of the world’s fastest-growing coffee markets, with demand rising 6% year-on-year and representing a rate about three times higher than the rest of the world. 2. China has become the largest branded coffee market in the world, driven by the rapid expansion of chains like Luckin Coffee, Cotti Coffee, and Starbucks. 3. The burgeoning beverage customisation trend is attracting Gen Z and millennial consumers who value unique experiences offered by specialty coffee shops. 4. World of Coffee Asia, held in Busan, South Korea, marked the first time WoC took place in an Asian country and served as a strategic springboard to launch future editions in less established markets like Jakarta, Indonesia. 5. International businesses are seeing clear opportunities to expand operations and take on new wholesale clients in the Asian market, with Greek chain Coffee Island recently opening its first location in India.
CLOSE: Are you excited about the growth of specialty coffee in Asia? What do you think the future holds for this dynamic market? Share your thoughts below!
Questions & Answers
Why is Asia a lucrative market for coffee events?
Asia’s rapidly growing middle class, increasing coffee consumption, and expanding café culture make it an attractive market for coffee events.
Which Asian countries are showing significant potential in the coffee event industry?
Countries like China, India, Japan, and South Korea are showing promising growth in the coffee event industry due to their increasing coffee consumption and interest in specialty coffee.
Information sourced from industry reports and news outlets.
