Exhibition Report: SCAJ 2025 WORLD SPECIALTY COFFEE CONFERENCE AND EXHIBITION
We participated in SCAJ 2025 (Japan Specialty Coffee Expo), one of Asia’s largest specialty coffee exhibitions organized annually by the Specialty Coffee Association of Japan.
Held from September 24th–27th, 2025 under the theme “Belong Together in Coffee!”, the event brought together coffee professionals, roasters, buyers, and producers from around the world.
At our booth, Papua New Guinea specialty coffee attracted strong attention, with long lines of visitors for tastings and samples throughout the exhibition.
Here are three highlights that attracted strong interest from visitors throughout SCAJ 2025.
① Limited Samples of Premium Papua New Guinea Specialty Coffee
Visitors received limited quantities of expertly roasted coffee beans ready to enjoy at home, along with high-quality green coffee beans for custom roasting experiences. Guests who completed our survey also received exclusive original gifts.
② Meet Representatives from the Papua New Guinea Coffee Industry
Our booth welcomed representatives from Papua New Guinea’s coffee industry organizations, offering visitors a rare opportunity to connect directly with people involved in the country’s coffee sector and learn more about Papua New Guinea coffee production and export initiatives.
③ Direct-from-Origin Coffee: From Cultivation to Processing
Visitors experienced specialty coffee carefully cultivated, processed, and prepared directly in Papua New Guinea. Special beans roasted exclusively for SCAJ 2025 were showcased for tasting, highlighting the rich aroma, unique flavor profile, and quality of Papua New Guinea specialty coffee.
Throughout the exhibition, our booth attracted long lines of visitors eager to experience authentic Papua New Guinea coffee, with tastings and sample distributions quickly reaching capacity.
There was various exhibition showcasing coffee products as well as cupping competition and conference happening concurrently.
Despite of PNG being inferior amongst others, Coffee samples in comparison with bean size and coloration, it attracted potential traders and roasters in Japan. The coffee was roasted and served to the visitors and they all enjoyed drinking PNG coffee. For some of them it was first time tasting PNG coffee and their feedback was very positive.
In Japan, Specialty Coffee Market is about Consistency, Trust, Relationship, and Culture. Coffee value is determined from such attributes. Without one of them, the market value declined and can impact the trade.
| Event | SCAJ 2019 WORLD SPECIALTY COFFEE CONFERENCE AND EXHIBITION |
| Theme | 「Innovation with Hospitality」 |
| Date | September 11-13, 2019 (Held for 3 days) |
| Venue | TOKYO BIG SIGHTE (3-11-1 Ariake, Koto-ku, Tokyo) |
| Organizing | Specialty Coffee Association of Japan |
| Sponsorship | Ministry of Foreign Affairs of Japan, Tokyo Metropolitan Government |
| Results | 33978 visitors / 201 exhibitors (22 countries participated) |
