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The exhibition will also set the stage for the launch of various new events, like the
Franchise Village, a platform that will bring together leading brands seeking to expand in
the region and investors interested in establishing branches of renowned coffee brands.
The platform will reinforce the position of the World of Coffee as a key event for exploring
growth and collaboration opportunities.
Among the exhibition’s features and programs, the Buyers Program and Buyers Longue
will enable meetings between buyers and farmers, traders, distributors, and roasters, as
well as food and beverage managers from the tourism and hospitality sectors. It will
further encourage interaction and communication among industry stakeholders and offer
an ideal setting for potential partnerships and transactions.
In addition, the 2024 edition will be held in two large theatres to accommodate more
participants for its series of dialogues and free workshops. One theatre will be dedicated
to hosting specialised coffee association dialogues, while the other will be for unfiltered
sessions, like hosting extensive dialogues with the presence of numerous global experts
and specialists to discuss the latest trends, innovations, and products worldwide.
The Roasting Village, Cupping Room, and Brew Bar pavilions are also expanding to meet
the growing demand for participation. The Roasters Village area is expected to be one of
the most alluring areas for attendees as it will exhibit coffee-making machines and water
sources. The participating businesses will also make coffee and display their coffee beans.
Along with specialised guests, it brings together a dozen global businesses and offers an
opportunity to sample coffee that has been prepared and roasted in a variety of methods.
The ’Cupping Room’ pavilion will enable visitors to taste and compare different coffee
varieties and evaluate their quality. During their one-hour sessions, each company will
provide a set of coffee-tasting sessions for buyers and the public to try and compare. The
