On Monday 10 February 2025, the fourth edition of World of Coffee (WoC) Dubai will begin at the Dubai World Trade Centre. The city, often described as the specialty coffee hub of the Middle East, will host thousands of industry professionals over the three-day event.
WoC Dubai is set to include the ever-popular Roaster Village, the prestigious Dubai Coffee Auction, the 2025 UAE Barista and Latte Art Championships, cuppings, the SCA Brew Bar, a lecture and workshop programme, and an extensive tradeshow featuring industry-leading exhibitors.
Read on to find out more about what’s happening at the event and how you can take part.
Check outthe PDG Events Calendar here.
Competitions and awards
In addition to the flagship European event, the Specialty Coffee Association organises World of Coffee events in the Middle East and Asia – with a Central American event set to launch in 2026.
The Middle Eastern trade show takes place in Dubai, the UAE, a burgeoning specialty coffee market projected to generate revenue of close to US $310 million over the next five years.
After the launch of the Dubai Multi Commodities Centre (DMCC) in 2002, Dubai became a major trade hub for coffee in the Middle East. According to the UAE’s Ministry of Economy, there are over 4,000 branded and independent coffee shops in the country, and many are concentrated in the capital.
This led the city to host several prominent industry events, most notably the first-ever WoC Dubai in January 2022, held in partnership with DXB Live, which attracted more than 3,000 attendees. In the years since, this number has grown to more than 13,500 – a strong indicator of Dubai’s leading role in the market.
This year marks the fourth edition of the event, which will host two awards programmes: The Best New Product and Coffee Design Awards. These two initiatives recognise and celebrate excellence and innovation in the global coffee industry.
The Best New Product award honours new products which add value to the specialty coffee sector. The categories include:
- Coffee accessories
- Commercial coffee preparation and serving equipment
- Consumer coffee preparation and serving equipment
- Open class (for products which don’t fit in any other category)
The Coffee Design Awards, meanwhile, celebrate some of the most innovative product and packaging designs. The four categories are vessels, branding, packaging, and spaces. The judging criteria are based on five main aspects: innovation and/or improvements, design, education, agroecology, and science.
The winners of both awards will be announced and celebrated at the event.
The 2025 UAE Coffee Championships
Competitions have become synonymous with industry trade shows and are often the highlight for many attendees. This year’s WoC Dubai will host two national competitions: The 2025 UAE Barista and Latte Art Championships.
Both events highlight the artistry and skill of the barista profession. For the Barista Championships, participants need to prepare four espressos, milk-based drinks, and signature drinks as part of a 15-minute presentation.
The Latte Art Championships, meanwhile, test baristas’ abilities to create free-pour and identical designer latte art patterns – pushing the boundaries of their creativity.
The winners of both competitions, which are sure to attract crowds of spectators, will be announced at the event.
Exclusive auctions
One of the new event features at the 2025 WoC Dubai show is the Dubai Coffee Auction. Co-hosted by M-Cultivo, an online platform that connects coffee producers with international buyers to improve their market access, and the DMCC, the hybrid auction will bring together 11 of the world’s most esteemed, elite specialty coffee producers from nine different countries.
International roasters will have access to 16 exclusive lots, including six unique varieties, from top specialty coffee farms around the globe.
The auction will feature exceptional quality coffees from:
- El Injerto in Guatemala
- Finca Sophia and Finca La Mula in Panama, owned by Willem Boot
- Inmaculada Coffee Farms in Colombia
- Daterra in Brazil
- Gesha Village in Ethiopia
- Al-Khanshali in Yemen
- Los Rodriguez in Bolivia
- La Negrita in Colombia
- Finca La Noria in Ecuador
- Kona Farm Direct in Hawaii, US
- Finca Don Tulio in Colombia
To register for the auction, click here.
Cuppings and educational programmes
Cuppings are an essential part of any World of Coffee event, showcasing high-quality lots from a range of origins. Some of the industry’s leading producers, traders, and roasters will host public and private cuppings at WoC Dubai to share their best coffees with attendees and potential buyers.
Across the three days, there will also be a lecture and workshop series covering a range of topics. These include:
- Plant-based possibilities – Flavours and coffee synergy
- Coffee flavour wheel
- From ceremony to café
- Changing coffee culture: The megatrends of a global passion
- Regenerative agriculture in coffee
- Everyday hospitality
- Challenges and opportunities in specialty coffee production amid market volatility
- Coffee and Good Spirits Championship: Coffee and zero-proof harmony
- Flavours and QC: Extracting fresh espresso with VA technologies
- Water for coffee
For the first time, WoC Dubai will also host the Intro to Cupping workshops on 11 & 12 Feb from 10:30 to 13:00 local time. Designed for coffee professionals and consumers with no prior cupping experience, this workshop covers the fundamentals of sensory evaluation.
Participants will learn to identify key coffee attributes – such as aroma, acidity and mouthfeel – while developing the skills to assess and record flavour profiles using industry-standard methods.
An industry-leading trade show
In addition to a diverse range of event activities, WoC Dubai will host an extensive trade show, which features producers and co-operatives, roasters, importers and exporters, coffee shops, coffee equipment manufacturers, and more.
Some of the most well-known companies and brands in the global coffee sector will be in attendance, with many of them hosting their own booths.
Green coffee service groups
Every year, WoC Dubai attracts some of the most prominent traders and exporters in the industry, including Neumann Kaffee Gruppe.
As a globally operating green coffee service group, Neumann Kaffee Gruppe works devotedly for and with coffee – the only product that the business focuses on. With more than 60 companies in 28 countries and over 3,300 highly skilled employees, NKG covers all sectors along the value chain, from farming, export, and milling to import and services.
“An exciting new market is emerging in the Middle East, particularly in the coffee sector,” says Inacio Teixeira, the CEO of InterAmerican Coffee Europe, a company of Neumann Kaffee Gruppe. “The fact that World of Coffee, one of the most prestigious platforms for the global coffee industry, is now takes place in Dubai reflects this development. NKG is proud to be part of it and showcase our expertise and high-quality coffees to a global audience.”
NKG’s group companies InterAmerican Coffee and Nordic Approach will be hosting daily cuppings with coffees from Ethiopia, India, Colombia, and other origins at the event.
To learn more about NKG, visit the website and stop by booth Z4-G7 at this year’s WoC Dubai.
Specialty coffee producers
Some of the world’s leading specialty coffee producers will exhibit at WoC Dubai, such as Gold Mountain Coffee Growers, a group of specialty coffee farmers in Nicaragua that works to fight poverty by growing high-scoring coffees.
The company’s ripeness teams sleep on farms during picking to ensure quality and traceability. After meticulous harvesting, farmers and staff spend extensive time sorting – before depulping, after processing, while drying coffee on their 1,700 raised beds, using light sorters, and by hand after hulling. The farming group also operates warehouses in the US and Europe.
During World of Coffee Dubai 2025, Gold Mountain will host cuppings featuring over 25 of its fruity carbonic macerations, naturals, fruit-forward washeds, sweet honeys, and fruit-fermented lots.
“The most exciting part of these cuppings isn’t just the interesting flavour notes – think orange creamsicles, jasmine, honeysuckle, and blueberries – it’s also the impact that achieving these cupping profiles has on farmers’ lives,” says Benjamin Weiner, the head producer at Gold Mountain Coffee Growers and an experienced Q grader who often cups over 200 coffees at a time. He organised the company’s members in Nicaragua after purchasing a coffee farm that includes a private rainforest reserve.
“A lilac floral note, or any other tasting note that a roaster likes on a table, can pull a farming family out of poverty,” he explains.
To sign up for a cupping with Gold Mountain at WoC Dubai, click here and stop by booth Z4-G10 or contact the team here.
Sustainable packaging manufacturers
WoC Dubai attracts some of the most innovative brands in the industry. This year, MTPak Coffee – a leading sustainable packaging manufacturer – will host a booth to connect and engage with specialty coffee roasters in the Middle East and beyond.
The company produces high-quality, custom-printed coffee packaging made from recyclable, compostable, and biodegradable materials, including kraft paper, low-density polyethylene (LDPE), and polylactic acid (PLA). With over 100 businesses supplied in more than 50 countries, MTPak has an in-depth understanding of different consumer market needs.
Mark Zhou is the founder of MTPak Coffee.
“We understand that packaging design is a critical component of any coffee brand’s marketing strategy,” he says. “To promote the use of truly innovative and sustainable packaging materials, we recently launched the MTPak Coffee Packaging Reimagined contest to celebrate brands that set themselves apart from competitors, keep coffee fresh for consumers, and ensure that bags can be disposed of responsibly.”
As part of its commitment to promoting a circular economy in the coffee industry, the company offers a range of sustainable custom coffee bags, boxes, takeaway cups, and green coffee bags.
To learn more about MTPak Coffee, visit the website and stop by booth Z5-H60 at WoC Dubai.
Smart beverage solutions
Specialist coffee equipment manufacturers, such as Flo-Smart beverage dispensing solutions, always have a big presence at WoC Dubai trade shows.
Flo-Smart is redefining efficiency in high-volume cafés with purpose-built automation that enhances customer engagement and streamlines operations. Designed to meet the evolving needs of today’s hospitality industry, the company’s system optimises workflow, reduces waste, and ensures unparalleled consistency in every cup. With a sleek, high-end design that complements premium environments, Flo-Smart seamlessly integrates into any setup while maintaining a sophisticated aesthetic.
“Given the competitive environment we are in today, we are seeing significant growth in the number of operators who are looking to automated solutions that enhance customer engagement, streamline workflow, and allow them to add new or seasonal menu items that can be served faster and more efficiently than ever before,” says Keelan Hartnett, the managing director at Flo-Smart.
Operators can expand their menu offerings – whether introducing seasonal specialities or adapting to evolving consumer trends – without adding complexity to service. The company’s technology not only improves speed and accuracy but also elevates the overall customer experience. As the demand for intuitive, scalable solutions grows, Flo-Smart aims to deliver precision, flexibility, and reliability to businesses across the UAE and beyond.
To learn more about Flo-Smart, visit the website and stop by booth Z5-E9 at WoC Dubai.
Other exhibitors at WoC Dubai 2025
More than 275 brands will showcase their products and services in the Roaster Village and trade show floor, including:
- Cropster
- Marco Beverage Systems
- Ecotact
- Dalla Corte
- Faema
- Eversys
- Rancilio
- OutIn
- Mokha Not Mocha
- Sucafina
- Timemore
- Camel Step
- Archers Coffee
- Forest Coffee
- Guatemalan Coffees
- Franke Coffee
- Loring Smart Roast
- Inconexus
- Mattina Artisan Roastery
- Rattleware
The SCA Brew Bar will also feature skilled baristas preparing and serving high-quality coffees from a range of local and international roasters.
For those attending World of Coffee Dubai, there are plenty of events and activities to engage with – as well as opportunities to network with other coffee professionals in the Middle East and beyond.
If you are taking part in any capacity, make sure to register and book for any events and activities prior to attending.
To learn more about World of Coffee,visit the official website.
Photo credits: Neumann Kaffee Gruppe, Gold Mountain Coffee Growers, MTPak Coffee, Flo-Smart
Perfect Daily Grind
Please note:Neumann Kaffee Gruppe,Gold Mountain Coffee Growers,MTPak Coffee, andFlo-Smart are sponsors of Perfect Daily Grind.
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The post What to see & do at World of Coffee Dubai 2025 appeared first on Perfect Daily Grind.
