The ASEAN–Japan Centre (AJC) collaborated with the Department of Trade and Industry (DTI), Philippines to promote Philippine specialty coffee by participating at the World Specialty Coffee Conference and Exhibition 2023 (SCAJ 2023) from September 27 – 29, 2023. SCAJ is Asia’s largest specialty coffee exhibition, and this year celebrated its 20th anniversary.
Increased Philippine Specialty Coffee`s Recognition and Exposure to Japanese Customers
Visitors were able to know, feel, and taste the four coffee Philippine providers, namely Liberica, Barako, Arabica and Fine Robusta. The booth served more than 1,500 cups per day. Many visitors were surprised to the fact that the Philippines also produces specialty coffee with its fine and delicate taste.
Provided Philippine Coffee Exporters with the Opportunity to promote Specialty Coffee to Japanese Market
The target groups were focused on coffee professionals such as coffee importers, roasters, baristas, coffee shop owners in Japan. During the event, there were multiple conversations on introducing Barako to the Japanese market. The newly presented Fine Robusta from Mindanao was also met with positive reactions.
ASEAN – Japan Centre will continue working with DTI-Tokyo to further support the promotion of Philippine coffee in Japan. We hope to further expand the connections made through this event with social enterprises specializing in special coffee from ASEAN in the future.
World Specialty Coffee Conference and Exhibition 2023 (SCAJ 2023)
Dates: September 27 (Wed) – 29 (Fri), 2023 10:00-17:00
Venue: Tokyo Big Sight West Hall 3 & 4, South Hall 3
Organizer: Specialty Coffee Association of Japan
Visitors: 63,824 (3 days)
