SCAJ 2025 WORLD SPECIALTY COFFEE CONFERENCE AND EXHIBITION
Papua New Guinea specialty coffee attracted strong attention at SCAJ 2025 (Japan Specialty Coffee Expo), one of Asia’s largest specialty coffee exhibitions and Japan’s leading event for the specialty coffee industry.
Held from September 24–27, 2025 under the theme “Belong Together in Coffee!”, SCAJ 2025 brought together coffee professionals, roasters, buyers, importers, exporters, and producers from around the world.
Throughout the exhibition, our booth welcomed a continuous flow of visitors, with coffee tastings, sample distributions, and discussions with industry professionals highlighting the growing interest in Papua New Guinea coffee.
This report highlights our exhibition activities, visitor responses, and key insights into the growing market potential for Papua New Guinea coffee in Japan.
Our Booth Highlights
Here are three highlights that attracted strong interest from visitors throughout SCAJ 2025.
Premium Papua New Guinea Specialty Coffee Samples
Visitors explored Papua New Guinea’s specialty coffee through tastings, discussions, and sample distribution at SCAJ 2025.
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.
Meet Representatives from the Papua New Guinea Coffee Industry
in Papua New Guinea’s coffee sector (Photo 2025)
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.
Experience Direct-from-Origin Papua New Guinea Coffee
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.
Although Papua New Guinea coffee remains less familiar to many Japanese consumers compared with other coffee origins, visitor feedback was overwhelmingly positive.
Many roasters, traders, and coffee professionals expressed strong interest after tasting the coffee, with several visitors experiencing Papua New Guinea coffee for the first time.
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.
Acknowledgements
MG Corporation would like to express its sincere appreciation to all visitors, coffee professionals, buyers, roasters, and industry partners who visited our booth during SCAJ 2025.
We also extend our gratitude to the Specialty Coffee Association of Japan (SCAJ), Coffee Industry Corporation (CIC), and all supporting stakeholders whose collaboration contributed to the success of this exhibition.
We look forward to continuing our efforts to promote Papua New Guinea specialty coffee and strengthen connections between producers and international markets.
| Event | SCAJ 2025 WORLD SPECIALTY COFFEE CONFERENCE AND EXHIBITION |
| Theme | 「Belong Together in Coffee!」 |
| Date | September 24-27, 2025 (Held for 4 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 | 96823 visitors / 556 exhibitors (37 countries participated) |
Related Report
Market Insights from SCAJ 2025 Visitor Survey
Based on responses from 399 coffee consumers, this report analyzes coffee consumption habits, Papua New Guinea coffee awareness, tasting evaluations, and purchase intentions in the Japanese market.
Read the full SCAJ 2025 Visitor Survey Report →
