Page 41 - WORLD OF COFFEE 2024 ENGLISH PR REPORT

As part of the competition, each participant will be allocated 15 minutes to present an array
of coffee beverages, accompanied by special music tunes, that suit every taste including

espresso drinks, milk-based drinks, and four original beverages for the judges. The entries will
be assessed considering specific rules and standards set by the ‘World Barista Championship’.

The ‘UAE National Latte Art Championship’ will exhibit the artistic and creative capabilities of

baristas in the preparation of lattes. During the competition, a judging panel will evaluate
entries based on visual and creative aspects, with a key focus on diversity in styles and overall

taste. The championship will be conducted following the specific judging rules, regulations,
and standards used in global coffee events.

Creativity and passion

In line with this, Khalid Al Mulla, Chief Executive Officer of the Specialty Coffee
Association - UAE Chapter, said: “We are delighted thrilled to host these two tournaments

during the third edition of the World of Coffee Dubai 2024. This move further reflects our

steadfast dedication to identifying and honouring skilled and creative people and our keenness
to encourage a sense of competitiveness and cultural exchange between baristas. In addition,

such tournaments and competitions signify our vision to position Dubai as one of the most
active regional centres for fostering innovation and excellence in the coffee sector and offering

a dynamic platform for skilled individuals to exhibit their expertise in the field as well as to
elevate barista techniques and skills. Aside from providing these benefits, it also gives

remarkable experience to coffee lovers.”

Shouq BinRedha, Exhibition Manager of World of Coffee 2024, said: “We look forward to
launching various exciting events, championships, and competitions on the sidelines of the

World of Coffee exhibition. These events will provide us with an opportunity to explore recent
trends and approaches as well as barista innovations that can redefine the future of the

industry both regionally and globally. In our opinion, the active participation of professionals,
experts, and international companies from across the globe as well as the convergence of

diverse cultures during the exhibition will play a key role in the development of this industry.

Furthermore, the UAE being home to various renowned global coffee chains and Dubai a
region-wide leader in terms of bringing innovation to the industry reinforces the exhibition