SAN DIEGO — After three decades, North America’s former Specialty Coffee Expo has aligned its name with the other Specialty Coffee Association (SCA) trade shows by rebranding as World of Coffee.
Under the SCA, the show has gone from hosting a few hundred attendees to more than 15,000. It was recognized in 2024 as one of Trade Show Executive’s (TSE) Fastest 50 events for growth in total attendance.
Since its inception in Europe in 2010, the World of Coffee brand has been known as the largest and most influential coffee trade show, with sister events in Central America, the Middle East, Europe and Asia. This rebranding was the natural next step in elevating North America’s role within the global coffee industry.
“We chose the name World of Coffee because, in times of division, demonstrating unity is more important than ever. Our goal is to bring together coffee professionals and stakeholders worldwide, aligning the event with our broader purpose,” SCA CEO Yannis Apostolopoulos told Tea & Coffee Trade Journal.
Specialty coffee consumption hit a record high in the U.S. last year, with 48% of adults saying they had consumed coffee in the past day, according to the National Coffee Association’s Fall 2025 National Coffee Data Trends Report.
Related. Specialty Coffee Expo to Rebrand in 2026 as World of Coffee
Milestone Event
World of Coffee San Diego, which took place April 10-12, 2026, was a milestone for SCA.
“The conversations were real, the innovation was exciting and the energy was undeniable,” Apostolopoulos said.
Members of the coffee industry from across the globe gathered for lectures, workshops, cuppings and a trade show with 600 exhibitors, as well as the 2026 World Latte Art Championship, a Best New Product Competition, the Coffee Design Awards and more highlights.
The 2027 edition of World of Coffee will head to New Orleans April 9-11, where it will host the 2027 World Coffee Roasting Championship.
Competitors will be evaluated on their performance of coffee grading, developing a roasting profile that best accentuates the desirable characteristics of that coffee and on the ultimate cup quality of coffees roasted.
“By hosting World of Coffee and the World Coffee Roasting Championship together in New Orleans, we’re creating a powerful platform to elevate craft, unlock opportunity and drive the industry forward through shared knowledge and innovation,” Apostolopoulos explained.
Other upcoming SCA World of Coffee events include World of Coffee Bangkok (May 2026), World of Coffee Brussels (June 2026), World of Coffee Panama (October 2026) and World of Coffee Tokyo (April/May 2027).
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