Category: News

World of Coffee Dubai 2025 saw attendance figures break 17,000, up on the 13,000 specialized visitors in 2024.

The three-day even concluded Wednesday having returned for its fourth edition at the Dubai World Trade Centre. The record-breaking event welcomed almost 2,000 participating companies including over 130 new ones.

The exhibition space increased by a third to accommodate over 250 international exhibiting companies and trade visitors from 78 countries, including 10 national pavilions, with Morocco and Mexico make debut appearances.

Khalid Al Hammadi, Executive Vice President at DXB Live, commented: “This huge year-on-year increase is testament to the ever-growing importance of World of Coffee Dubai, which is now one of the most influential events in the global coffee industry.

The event has provided an unparalleled platform for more brands and countries than ever to showcase products, exchange insights, and build lasting partnerships that drive the specialty coffee sector forward.”

A range of awards were also handed out on the final day celebrating the best, brightest and most innovative in the industry.

At the UAE National Barista Championships, Aldy Nugroho from The Espresso Lab was named barista of the year, with Lablilell Bajarias from Heirloom in second place and Hootan Salemi from The QC coming third.

The UAE National Barista Championship showcased the art and skill of coffee craftsmanship, highlighting excellence in the profession. Each competitor had 15 minutes to prepare and present four espressos, four milk-based drinks, and four unique signature drinks, all set to music. Judges assessed their performances based on flavor, creativity, technical precision, cleanliness, and overall presentation.

Mondrick Alpas from Goldbox x Heirloom won the UAE National Latte Art Championship. Second was Jhomar Moralas from Benchmark and Kerwin Alcoriza from Univest National Food placed third.

Latte art is the practice of creating intricate designs and patterns on the surface of a latte by skillfully pouring steamed milk into espresso. It requires a combination of technical precision, artistic creativity, and an understanding of milk texture and espresso extraction.

Baristas must master the microfoam technique, ensuring the milk has a smooth, velvety consistency that allows for detailed designs. Common techniques include free pouring, where the barista manipulates the milk flow to form patterns and etching, which involves using tools such as toothpicks or stencils to draw more intricate images.

The inaugural UAE National Roasting Championship saw Raha Shahsavar win the first competition of its kind in the MENA region. The championship celebrated the skill and precision of coffee roasting, bringing roasters from across the UAE together to compete on a national stage.

Recognizing outstanding examples of innovation and creativity, shaping the future of the coffee industry, the Coffee Design Awards went to Rahul Reddy in the packaging category for Subko, and Ana Marquez in the branding category for El Boske.

Best New Product was received by Maximillian Lundin from Bluewater Group for its water purification system.

Khalid Al Mulla CEO of SCA UAE Chapter said, “The Coffee Design Award and Best New Product Award highlight the exceptional talent and innovation shaping the future of the coffee industry. These awards not only celebrate creativity but also foster collaboration between industry leaders and emerging innovators. We are proud to recognize the groundbreaking contributions of this year’s winners, whose work will undoubtedly influence the next chapter of specialty coffee.”

 

• DMCC Specialty Coffee Auction sets record prices for specialty coffees

• New highest auction prices set for coffee from Bolivia, Ethiopia and the USA

• First auction of its kind at World of Coffee Dubai with all lots held onsite in Dubai

The inaugural Dubai Multi Commodities Centre (DMCC) Specialty Coffee Auction saw record prices set in an afternoon of frantic global bidding.

The event saw 16 lots from 11 different producers across nine countries, featuring six different coffee varieties. Out of these, 11 lots were Geisha coffee, making it a truly global showcase of some of the best coffee producers in the world. Bidders were both in the room and remote via a digital auction platform.

The highest-selling coffee came from Finca Sophia, a farm in Panama, and sold for $10,020 per kilo. Meanwhile, a lot of Kona SL 34 from Hawaii set a new record for American coffee, going for $910 per kg, eight-times the previous highest price paid for Kona.

La Llama beans from the Los Rodriguez producer became the most expensive Bolivian coffee ever sold, fetching $350 per kg, while a new record was set for Ethiopian coffee with $1,100 per kg paid for Gesha Village Oma Natural. Overall, the top three bids were from the Geisha variety with another lot of Finca Sophia selling for $8,614 and Finca La Mula selling for $2,620.

Khalid Al Hammadi, Executive Vice President, DXB Live said: “The inaugural Dubai Coffee Auction by DMCC in 2025 has reinforced Dubai’s position as a global hub for the coffee trade. By bringing together producers, traders, and enthusiasts from around the world, the auction showcased some of the rarest and finest coffees, achieving remarkable results and setting new records for specialty coffee. This auction has not only highlighted the growing demand for exceptional coffee but also strengthened our commitment to driving growth, sustainability, and excellence within the industry.”

Ahmed Bin Sulayem, Executive Chairman and Chief Executive Officer of DMCC, added: “DMCC’s inaugural Dubai Coffee Auction showcased some of the rarest and finest coffees, setting new record prices for some specialty coffees that have reinforced Dubai’s position as a leading hub in the global coffee trade. Through a transparent and competitive bidding platform, we have enhanced price discovery in the specialty coffee segment and brought coffee producers, traders, and enthusiasts together from around the world – testament to DMCC’s central role in shaping the future of one of the world’s most traded commodities.”

David Paparelli, the auctioneer, CEO and co-founder of M-Cultivo said, “These specialty coffee auctions operate independently of commodity market prices and buyers aren’t comparing these coffees to commercial-grade beans—they view them as luxury goods. It’s like comparing a Patek Philippe to a Timex—both are watches, but one operates in an entirely different class.”

Specialty coffee is classed as coffee scoring 80 points or above on the 100-point scale used on the Specialty Coffee Association Cupping form and those auctioned all scored 92 and above.

“These auctions are more than just transactions,” Paparelli added. “They push the boundaries of coffee quality and innovation while providing producers with global exposure and financial incentives to keep refining their craft.”

High prices are determined by three main factors. The coffee must be among the best in the world, typically scoring 90+ on cupping evaluations. Limited availability increases demand, with unique growing conditions and small-batch production add to the exclusivity. Thirdly, the producer’s reputation and story play a significant role as buyers look for consistency in quality and a compelling backstory that enhances the coffee’s prestige.

Buyers in auctions such as this are often private collectors and coffee enthusiasts, with some curating rare coffee collections for their clientele, similar to luxury private shopping experiences. Others were roasters and cafés who often buy in small quantities to sell as limited-edition offerings. Paparelli explained, “A few cafes may brew and sell these coffees for as much as $1,000 per cup, offering an exclusive tasting experience for customers.”

The auction has been one of the highlights of the World of Coffee Dubai 2025 event, the Middle East’s largest coffee trade show. Returning for its fourth edition from February 10-12, at the Dubai World Trade Centre, with more than 250 international exhibiting companies and trade visitors from 78 countries.

The coffee industry is undergoing a transformation, with responsible sourcing, sustainability, and fair trade becoming more than just buzzwords—they’re now central to the future of coffee.

At this year’s World of Coffee, industry experts are tackling key issues such as fair value for farmers, sustainable sourcing, and environmental responsibility. With discussions, innovations, and commitments to change, the event underscores a new era for the coffee world.

“The coffee industry is evolving, and with it, our commitment to ethical sourcing and sustainability,” said Shouq Bin Redha, Exhibition Director, World of Coffee Dubai. “World of Coffee is more than an industry gathering—it’s a platform for meaningful dialogue and actionable change. By bringing together producers, owners, and industry leaders, we’re shaping a future where responsible practices are not just encouraged but expected.”

Khalid Al Mulla, CEO of the Specialty Coffee Association (SCA) UAE Chapter added, “Sustainability and responsible sourcing are no longer optional in the coffee industry—they are essential, World of Coffee is a testament to the industry’s commitment to these values, bringing together innovators and experts who are shaping a more responsible future for coffee. For example we have tied up with The Waste Lab by using coffee grounds leftover as fertilizer. Through collaboration and knowledge-sharing, we can create lasting impact from farm to cup.”

Fair Trade

Mohammed Essa Al Ghurair, Vice Chairman, Essa Al-Ghurair Investment and Karam, an Emirati-owned and locally produced coffee brand was critical of the fair trade route. “We work directly with the farmers instead of the traders because what is the best thing we can do for farmers? Pay them fairly” he said. “We also have to reconsider if Fair Trade works for everyone in today’s environment.”

Al Ghurair also highlighted the need to ensure a balance between sustainability and commercial viability.

Fahad Althubyani, Key Account Manager at the Saudi Coffee Company part of the PIF (Public Investment Fund) said: “While we respect the concept of Fair Trade, our focus is on promoting the right practices and supporting local and international farmers,” he said, adding “we work closely with small-scale farmers from around the world, empowering them through direct connections with suppliers – our emphasis is on sustainable, responsible sourcing rather than a Fair Trade certification.”

Working alongside coffee farmers

Kamal Al Rohani, CEO of Black Knight works as closely with farmers as possible. He said, “Our focus has evolved from being just a coffee roastery to collaborating with farmers at processing plants, overseeing the entire journey from harvesting the beans to their treatment and ongoing improvements – this holistic approach ensures that the coffee we produce is of the highest quality, and we’re committed to continually refining this process.”

Packaging

Forward Focused, a company specializing in packaging solutions for the specialty coffee sector, is one company tackling these challenges. Reona Pinto, Business Development Manager, explained: “Sustainable packaging can significantly enhance the coffee experience while making a substantial positive impact on the environment.”

Julian Peride, COO from The Bag Broker said, “When it comes to convenience, there’s actually very little difference in the performance of sustainable packaging versus traditional packaging.”

Sustainability

Aaron Marshall, the GM of CoffeeDesk, a coffee provider in the GCC and Europe, pointed out that the UAE has become a central hub for the Middle East, playing a pivotal role in shaping regional coffee trends.

“Countries like Saudi Arabia and the UAE are now producing their own coffee, which will help foster sustainability,” he said. “This shift will create jobs in local agriculture, reduce shipping emissions, and strengthen the region’s coffee industry – as we produce more locally, we’ll be able to promote sustainability through job creation and reducing the carbon footprint associated with importing coffee.”

Again, supporting and forming long-term partnerships with farms is central to this. “We don’t take coffee from multiple farms; we commit to a full lot, whether it’s 100kg or 1000kg, because by offering fair value to the farms, we establish trust and ensure that our partners can thrive,” he added.

The evolving role of multinational brands

For global megabrands, ethical practices and transparency play a crucial role in shaping the future of the industry. Due to sheer volume of trade, their impact is huge. Starbucks, for instance, has implemented its Coffee and Farmer Equity (C.A.F.E.) Practices program. Francis Howard, Quality Assurance Specialist at Starbucks, explained: “C.A.F.E. ensures that all coffee we purchase scores above 80 points—qualifying it as specialty coffee”

About World of Coffee Dubai

World of Coffee Dubai (WOC Dubai) is the premier coffee trade show for exhibitors and visitors looking to break into the Middle East’s burgeoning coffee industry. The event showcases popular features like the Roaster Village, engaging lectures, the Cupping Room, the SCA UAE National Championships, the Coffee Design Awards, the Best New Display Product Competition, Brew Bar, and the SCA Community Lounge, where buyers and sellers come together to reconnect and establish new business relationships. The exhibition welcomes local, regional, and global professionals in the coffee industry including producers, manufacturers, traders, farmers, international experts, distributors, small and medium companies, coffee shops, roasters, hotels, and coffee enthusiasts from around the world.

About DXB LIVE

DXB LIVE, the premier event management and experiential agency of Dubai World Trade Centre (DWTC) offers a comprehensive range of services, providing innovative solutions for all types of events and experiences both within the UAE and internationally. Over the years, DXB LIVE has successfully created a fully integrated and globally recognized experiential environment, driven by its state-of-the-art in-house production facilities and advanced technical expertise. The team covers strategic concept planning, design, and marketing that blends perfectly into a holistic experience for businesses and consumers from around the globe. DXB LIVE, with its global vision, has emerged as a transformative force in Dubai’s event landscape.

 

• Fourth edition of the exhibition features 1,980 companies from 78 countries, cementing its status as the region’s leading coffee industry exhibition

• Exhibition sees a 50% increase in exhibitor numbers and a 33% expansion in exhibition space

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, today visited the fourth edition of World of Coffee 2025 Dubai exhibition being held at the Dubai World Trade Centre until 12 February.

Organised by DXB Live, the experiential agency of Dubai World Trade Centre, in collaboration with the Speciality Coffee Association (SCA), World of Coffee 2025 Dubai features exhibitors from 78 countries, making it the largest coffee industry exhibition in the region.

His Highness highlighted the exhibition’s role in creating significant opportunities for farmers, traders, and coffee producers from the region and around the world to forge business deals and establish strategic partnerships.

With coffee being one of the most widely traded and valued commodities globally, HH Sheikh Mohammed highlighted the industry’s significant potential to drive growth for entrepreneurs and owners of small and micro enterprises, reaffirming Dubai’s pivotal role in advancing the development and prosperity of diverse economic sectors worldwide.

During his visit, His Highness was accompanied by His Excellency Helal Saeed Al Marri, Director General of Dubai’s Department of Economy and Tourism, and Director General of the Dubai World Trade Centre Authority. His Highness toured several pavilions at the exhibition, where he viewed a variety of exhibits showcasing coffee processing and preparation equipment, covering all stages from cultivation to distribution among consumers.

His Highness was briefed by Khalid Al Hammadi, Executive Vice President of DXB Live, on the exhibition’s growth over the years, with the fourth edition featuring 1,980 exhibiting companies and brands —representing a 50% increase compared to the previous edition. To accommodate the rising interest in participation, the exhibition space has been expanded by 33%, attracting exhibitors and trade visitors from 78 countries and further solidifying Dubai’s status as a leading hub for the global coffee industry.

World of Coffee 2025 Dubai exhibition features 10 national pavilions, with Morocco and Mexico participating for the first time, alongside returning countries Saudi Arabia, Brazil, Rwanda, Panama, El Salvador, Guatemala, Ethiopia, and India which has tripled its pavilion’s size. The event brings together leading coffee producers, manufacturers, and traders, with significant participation from coffee production and distribution companies in the UAE.

With Dubai’s rising status as a key player in global trade and a preferred international tourism destination—driven by a substantial increase in hospitality facilities, cafes, and restaurants—the emirate’s coffee trade is poised for significant growth in the coming period. This aligns with the broader growth of the coffee market in the region, supported by global projections indicating a compound annual growth rate of 4.84% through 2030.

Dubai is set to become the global hub for coffee enthusiasts as World of Coffee Dubai 2025 opens its doors tomorrow at the Dubai World Trade Centre. Running from February 10 to 12, this highly anticipated event will bring together industry leaders, roasters, baristas, and coffee lovers from around the world.

With a 33% expansion in exhibition space and participation from 1,980 exhibitors across 78 countries, this year’s edition is expected to be the biggest yet. From live brewing demonstrations to expert-led seminars, attendees will experience the latest in specialty coffee, sustainable innovations, and business trends.

What to Expect at World of Coffee Dubai 2025

• Roasters Village & Brew Bar: Discover exclusive micro-roasted coffees and expert brewing techniques.
• Cupping Rooms: Taste rare and exceptional coffees from around the world.
• UAE National Coffee Championships: Watch top baristas and brewers compete for national titles.
• Dubai Coffee Auction by DMCC: Bid on 15 premium coffee lots from elite producers.
• Coffee Design Awards & Best New Product Showcase: Explore the latest trends in branding, packaging, and coffee innovations.

Stay Connected with the Official Event App

To enhance the experience, the event has launched its official mobile app, now available for iOS and Android. The app provides real-time updates, networking tools, matchmaking features, and agenda management, ensuring a seamless and interactive experience for attendees.

Dubai’s Rising Influence in the Coffee Industry

With a 50% increase in exhibitor participation and a sixfold rise in Saudi companies, this year’s event underscores Dubai’s growing role as a key player in the global coffee trade. As specialty coffee continues to thrive in the region, World of Coffee Dubai 2025 is set to shape the future of the industry.