The Specialty Coffee Association (SCA) has announced a rebranding of its flagship U.S. event, the Specialty Coffee Expo, renaming it as World of Coffee starting from 2026. The decision was unveiled just before the 2025 event in Houston, with the upcoming 2026 event scheduled for April 10-12 in San Diego. This move aligns with the naming format of the SCA’s other global events, such as World of Coffee Jakarta, Geneva, and Panama.

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World of Coffee San Diego, part of the renowned series hosting premier coffee events worldwide, aims to offer a platform for businesses venturing into new markets and exploring sourcing opportunities from different regions. Since its inception in Europe in 2010, World of Coffee has evolved into the largest and most influential coffee trade show, attracting industry professionals from across the specialty coffee supply chain.

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The roots of the SCA’s flagship U.S. event trace back 30 years to the early days of the Specialty Coffee Association of America (SCAA). The merger of SCAA and Specialty Coffee Association of Europe (SCAE) in 2017 led to the introduction of the Specialty Coffee Expo name, replacing the previous SCAA Expo nomenclature that had been in use for over two decades.

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World of Coffee events have gained prominence globally, providing a platform for industry players to showcase their products, connect with stakeholders, and stay abreast of emerging trends in the coffee sector. The rebranding of the U.S. expo signifies a strategic move by the SCA to streamline its event branding and reinforce its position as a leader in the specialty coffee industry.

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Industry experts view this rebranding as a significant step by the SCA to create a cohesive global identity for its events and enhance the international visibility of the World of Coffee series. By standardizing event names across regions, the SCA aims to strengthen its brand recognition and attract a more diverse audience, including participants from emerging coffee markets.

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As the coffee industry continues to evolve, events like World of Coffee play a vital role in facilitating networking opportunities, knowledge sharing, and business collaborations. The rebranding of the U.S. expo reflects the SCA’s commitment to fostering innovation, sustainability, and inclusivity within the specialty coffee community.

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With the 2026 World of Coffee event in San Diego on the horizon, industry stakeholders are eagerly anticipating the opportunities it will offer for industry players to showcase their products, exchange ideas, and forge new partnerships. The evolution of the SCA’s flagship expo underscores the dynamic nature of the coffee industry and its ongoing efforts to adapt to changing market dynamics.

Overall, the rebranding of the Specialty Coffee Expo to World of Coffee signifies a new chapter in the SCA’s event strategy, aligning its U.S. flagship event with its global counterparts and reinforcing its commitment to advancing the specialty coffee sector on a global scale.