The Specialty Coffee Association (SCA) is rebranding its flagship United States event, Specialty Coffee Expo, as World of Coffee.
Announced just ahead of the 2025 event taking place April 25-27 in Houston, the name change will take effect with the 2026 event, scheduled for April 10-12 in San Diego.
The rebranding follows the “World of Coffee (insert city or country name)” format that was initially established with the trade organization’s flagship European event, and subsequently expanded to new markets, including the Middle East.
Other upcoming World of Coffee events include World of Coffee Jakarta (May 2025), World of Coffee Geneva (June 2025) and World of Coffee Panama (2026).
At the opening of the 2023 SCA Expo in Portland, Oregon. Daily Coffee News photo by Nick Brown.
As part of the World of Coffee series — which hosts premier coffee events in Central America, the Middle East, Europe, and Asia — World of Coffee San Diego will provide an enhanced platform for ambitious businesses entering new markets and seeking to source from new regions,” the SCA said in an announcement of the rebranding. “Since its inception in Europe in 2010, World of Coffee has consistently set new records as the largest and most influential coffee trade show, bringing together thousands of professionals from across the specialty coffee supply and value chain.”
The organization’s flagship U.S. event dates back 30 years to the early days of the Specialty Coffee Association of America (SCAA), which in 2017 merged with the Specialty Coffee Association of Europe (SCAE) to form the SCA. For its first 20-plus years, the event was called the SCAA Expo, or simply “Expo” among show-goers. The merged SCA introduced the Specialty Coffee Expo name in April 2017.
Find all of DCN’s 2025 Expo coverage here.
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