Set to turn out to be the fastest-growing espresso market on the earth over the following few years, Asia is a hotspot for innovation in specialty espresso. Typically main and redefining world traits, from premiumisation to beverage customisation, Asian espresso manufacturers have an enormous affect within the wider market.
It’s then no shock that extra espresso occasions are happening within the continent yearly, tapping into burgeoning market progress. The inaugural World of Espresso Asia expo was held in Busan, South Korea, in 2024, additionally marking the primary time that the WoC commerce present came about in an Asian nation.
Excessive-level competitions have additionally turn out to be a staple at these occasions. WoC Busan hosted the 2024 World Barista Championship, the place Indonesian Barista Champion Mikael Jasin was topped the winner. The ASEAN Barista Group Championship additionally came about on the 18th annual ASEAN Café present final 12 months, providing a money pool prize of US $11,000.
I spoke to Yannis Apostolopoulos, the CEO of the Specialty Espresso Affiliation, to seek out out why occasion organisers are discovering promise in Asian markets.
You may additionally like our article on how East Asian espresso manufacturers are setting the bar for beverage customisation.
The meteoric rise of the Asian espresso market
Asia is house to many outstanding producing nations like Vietnam, Indonesia, and India, and consumption of more and more higher-quality espresso can be on the rise. In accordance with Asia Enterprise Outlook, demand for espresso has risen 6% year-on-year within the area, representing a price about 3 times increased than the remainder of the world – a sign of regular and powerful progress.
China, a historically tea-drinking nation, not too long ago grew to become the second-biggest espresso market within the area after Japan, which has a protracted historical past of espresso consumption. The fast enlargement of chains like Luckin Espresso, Cotti Espresso, and Starbucks has helped China turn out to be the biggest branded espresso market on the earth. Knowledge from Undertaking Café East Asia reveals the variety of retailers elevated by 58% between 2022 and 2023 to succeed in virtually 50,000, surpassing numbers in mature markets just like the US.
As with many different rising markets, key drivers of rising specialty espresso consumption are youthful shoppers with increased disposable revenue. Manufacturers like Luckin and Starbucks faucet into the burgeoning beverage customisation pattern, attracting Gen Z and millennial shoppers who more and more worth the “expertise” of espresso. Flavour, high quality, visible attraction, and tactility are equally necessary to those espresso drinkers, who additionally search indulgence, personalisation, and comfort to cater to their ever-evolving life.
Specialty espresso outlets additional assist this progress, providing premium coffees and drinks that attraction to folks searching for exclusivity, experimental flavours, and rarity – all standard traits within the East Asian market particularly.
Extra outstanding {industry} occasions are happening in Asia
A number of industry-leading B2B and B2C commerce reveals and expos – together with the SCAJ World Specialty Espresso Convention and Exhibition, CAFEEX, and Speciality Espresso & Tea Asia – have been held within the continent for a while. However an growing variety of European occasions are increasing into Asia to capitalise on its flourishing espresso tradition.
Essentially the most notable is World of Espresso, the Specialty Espresso Affiliation’s flagship European commerce present that pulls in 1000’s of attendees yearly. In 2024, the SCA hosted the inaugural WoC Asia in Busan, South Korea, marking the primary time the occasion had taken place within the area.
“We launched World of Espresso Asia as a part of our dedication to uniting and supporting the worldwide espresso neighborhood, particularly in areas experiencing dynamic progress and innovation,” says Yannis Apostolopoulos, the CEO of the Specialty Espresso Affiliation. “We selected Busan because the inaugural host metropolis due to its vibrant espresso tradition, the nation’s established specialty espresso scene, and town’s confirmed observe document of internet hosting large-scale worldwide occasions.”
South Korea is without doubt one of the most mature espresso markets on the earth, and it has a thriving café tradition. Key gamers like Ediya Espresso, Mega Espresso, and Compose Espresso function 1000’s of places whereas pioneering specialty espresso manufacturers like Espresso Libre, Fritz Espresso Firm, Blue Bottle, and % Arabica are additionally vastly influential.
“Our rising SCA membership in Korea and throughout Asia additionally made Busan a pure match to convey professionals collectively for training, networking, and celebrating the craft of specialty espresso in certainly one of Asia’s burgeoning hubs,” he provides.
Internet hosting the primary WoC Asia occasion in such a powerful, subtle market serves as a strategic springboard to launch future editions in much less established ones. WoC Jakarta will happen in mid-Could, marking the primary time that the occasion might be held in Indonesia.
“Jakarta’s espresso panorama has been increasing quickly, showcasing Indonesia’s heritage as one of many world’s largest coffee-producing nations alongside its rising specialty market,” Yannis tells me. “Town serves as a central level in Southeast Asia, making it accessible for professionals and lovers throughout the area.”
Extra occasions imply extra alternatives within the Asian market
Espresso occasions have turn out to be an more and more necessary a part of the {industry}. They’ve lengthy served as launchpads for roasters and different espresso manufacturers to market themselves and doubtlessly generate extra income.
Extra not too long ago, nevertheless, a deal with training, networking, and competitions is supporting neighborhood constructing and driving curiosity in specialty espresso innovation – which is particularly necessary in rising markets.
“For us, Asia is a key market, together with Asia Pacific, South East Asia, South Asia and the Center East, as we recognise the area’s affect on world espresso traits,” Yannis says. “By internet hosting occasions right here, companies and associations can join instantly with fast-growing communities, develop instructional programmes, and faucet into new client segments enthusiastic about specialty espresso.”
With the proliferation of occasions within the area, worldwide companies are seeing clear alternatives to develop operations and tackle new wholesale purchasers within the Asian market. Greek chain Espresso Island not too long ago opened its first location in India, outlining an formidable four-year progress plan to faucet into the nation’s explosive espresso consumption.
The roaster has labored with Indian espresso professionals to develop drinks catered to native flavour preferences, an efficient technique to achieve a foothold in an rising but extremely aggressive market.
“Many nations within the area are each main espresso producers and vibrant client markets: a twin position that provides distinctive alternatives for progress, innovation, and collaboration,” Yannis tells me.
India is a outstanding instance once more. In January 2025, the nation’s espresso exports hit over US $1 billion for the primary time, as worldwide roasters more and more take curiosity in single origin micro tons from key rising areas and high-quality robusta.
This presents new alternatives to distinguish in rising specialty espresso markets. By sourcing domestically-grown espresso, worldwide roasters and types can attraction to native client tastes and reinvest in provide chains, growing their possibilities of success.
Driving curiosity in specialty espresso
WoC Jakarta will happen in Could and can host the 2025 World Brewers Cup. Organising prestigious worldwide competitions at these occasions feeds into the area’s rising appreciation for luxurious attraction and exclusivity. Shoppers have gotten more and more keen on barista coaching programmes, which permit worldwide espresso champions to share their experience and generate new revenue streams.
Excessive-profile espresso professionals equivalent to 2023 World Barista Champion Boram Um, 2015 World Barista Champion Sasa Sestic, and Canadian Barista Champion Cole Torode are touring espresso outlets and occasions throughout Asia, providing experiential coaching classes that drive curiosity in specialty espresso.
There’s the same pattern in Latin America, the place industry-leading occasions like Producer & Roaster Discussion board host groundbreaking competitions that showcase pure talent and decrease limitations to entry for native espresso professionals and lovers. The tenth and biggest-ever version will happen in Honduras on 27 & 28 March 2025.
Trying forward, there are clear alternatives for occasion organisers to construct on sturdy market progress in Asia.
“Our decision-making is guided by the identical rules that led us to Busan and Jakarta: a powerful native specialty espresso scene, accessibility for regional and worldwide attendees, and an energetic community of SCA members,” Yannis says.
With its current spike in espresso consumption and proliferation of unbiased outlets and huge chains, China is a possible vacation spot for extra espresso commerce reveals and expos. Worldwide companies are undoubtedly eager to develop into such a profitable market. But, they might want to undertake a strategic method to seek out success – tapping into customisation traits that leverage native flavour preferences – in what’s a fiercely aggressive market.
As specialty espresso consumption thrives in Asian nations, occasion organisers are leveraging sturdy progress to determine a wider presence, additional supporting the {industry}.
Within the coming years, we’re more likely to see extra occasions happening year-round within the area, opening up new alternatives for worldwide roasters to achieve entry to this bankable market.
Loved this? Then learn our article on how specialty espresso is remodeling Southeast Asian espresso tradition.
Picture credit: Specialty Espresso Affiliation
Good Each day Grind
Need to learn extra articles like this? Join our e-newsletter!
