A Journey to the World of Coffee Dubai
Let’s Connect on Social
In February 2025, Brandon Peña, CEO of 787 Coffee, and Sam Sepulveda, President of Hacienda Iluminada, made their way to Dubai to take part in one of the most significant events in the global coffee industry—World of Coffee Dubai. As a premier gathering for coffee professionals, the event offered them a chance to connect with industry experts, explore the latest innovations, and continue their commitment to advancing the specialty coffee industry.
1. World of Coffee Dubai – The Premier Coffee Event
On Monday, February 10, 2025, the World of Coffee Dubai kicked off at the Dubai World Trade Centre. This annual event, now in its fourth edition, has firmly established Dubai as the specialty coffee hub of the Middle East. The event spans three days and brings together thousands of caffeinated humans from around the world, all eager to connect, explore, and innovate in the coffee industry.
The event is set to showcase the ever-popular Roaster Village, the prestigious Dubai Coffee Auction, the 2025 UAE Barista and Latte Art Championships, and much more. With a packed lineup of cuppings, the SCA Brew Bar, workshops, and an extensive tradeshow, attendees are provided with unparalleled opportunities to dive deep into the world of coffee.
2. Connecting, Learning, and Innovating
For Brandon Peña and Sam Sepulveda, the journey to WoC Dubai was not just about exploring trends, but about building relationships and gaining insights that would propel 787 Coffee and Hacienda Iluminada forward. As leaders in the coffee world, they understand that the road to success is paved with continuous learning and adaptation.
“We came here to connect with the best in the business,” said Brandon Peña. “Dubai represents the future of coffee. This event is an essential part of our strategy to keep innovating, not just as coffee roasters, but as humans striving to provide the best experiences for our communities in New York, El Paso, and Puerto Rico.”
From tasting the finest coffees to attending expert-led workshops, the event gave Brandon and Sam valuable tools and insights to ensure that 787 Coffee and Hacienda Iluminada remain at the forefront of the global coffee industry.
3. Competitions and Awards – Celebrating Excellence
One of the most exciting aspects of WoC Dubai is the focus on coffee competitions and awards that highlight excellence in the coffee industry. This year’s event will feature two national competitions—the 2025 UAE Barista Championships and the Latte Art Championships. These competitions push the boundaries of barista skill and artistry, and the winners will be celebrated as industry leaders.
The Best New Product and Coffee Design Awards will also be part of the event. These awards celebrate innovation across the coffee sector, recognizing outstanding products and designs that help shape the future of coffee. Categories include coffee accessories, commercial coffee preparation equipment, and consumer coffee preparation gear, along with a special focus on packaging and product design. These initiatives highlight the importance of creativity in the coffee industry, something 787 Coffee embraces in every aspect of its operation—from farm to cup.
Artisanal Coffee
HIGH ENERGY COFFEE!
4. Cuppings and Educational Programs – The Heart of Coffee Exploration
Cuppings, an essential element of the World of Coffee event, are the best way to explore the diversity of coffee. WoC Dubai will feature public and private cupping sessions where industry leaders and traders will present high-quality lots from a variety of origins. These cupping sessions are crucial for anyone looking to understand the nuances of coffee flavor and quality.
In addition to cuppings, the event will offer a range of workshops and lectures covering critical topics in the coffee world. From regenerative agriculture in coffee to the flavors of plant-based coffee synergy, these sessions provide caffeinated humans with the tools to elevate their craft. Newcomers and experienced professionals alike can look forward to learning about trends like the changing coffee culture and emerging technologies that impact every stage of the coffee journey.
For those interested in diving deeper into the sensory aspects of coffee, WoC Dubai will also offer Intro to Cupping workshops. These are designed to teach professionals and consumers alike how to evaluate coffee through its aroma, acidity, mouthfeel, and flavor profiles, using industry-standard cupping techniques.
5. The Growing Coffee Scene in Dubai and Beyond
Dubai has quickly become a major trade hub for the coffee industry, with the UAE’s coffee market projected to reach nearly US $310 million in the coming years. This growth has been fueled by the presence of over 4,000 branded and independent coffee shops, with many of the best coffee shops in Dubai situated in the city’s vibrant capital. The expansion of specialty coffee culture across the Middle East has made Dubai an essential stop for coffee enthusiasts looking to explore new trends, technologies, and flavors.
For 787 Coffee, being present at the World of Coffee Dubai is about more than just connecting with the regional coffee scene. It’s a chance to reinforce the company’s position as a leader in the coffee world, alongside other major players in the global coffee community. From the latest brewing methods to coffee sustainability practices, 787 Coffee is committed to continuing its journey of growth and learning alongside the best in the business.
Let’s Connect
6. The Future of Coffee – Looking Ahead
As Dubai continues to solidify its position as a coffee powerhouse, the World of Coffee Dubai represents a unique opportunity for 787 Coffee and Hacienda Iluminada to shape the future of the coffee industry. Through its connection to global experts and its focus on innovation, 787 Coffee is excited about the future of the coffee world, both in the Middle East and in its home markets of New York, Puerto Rico, and El Paso.
For those passionate about the best coffee shops in New York, Puerto Rico, and El Paso, 787 Coffee remains committed to delivering exceptional coffee experiences—sourced from Hacienda Iluminada’s farms and our partner farms that roast to perfection, and grow coffee with a heart. 787 Coffee’s presence at the World of Coffee Dubai is a testament to its dedication to the future of coffee.
As we continue to build relationships and discover new innovations, we are more inspired than ever to bring fresh perspectives and cutting-edge trends to 787 Coffee’s loyal community of caffeinated humans.
Top 3 Takeaways from World of Coffee Dubai 2025:
Networking and Collaboration: The event provided invaluable opportunities for coffee professionals to connect, share knowledge, and collaborate on new innovations. For 787 Coffee, it was a chance to strengthen relationships with global industry leaders and continue its journey of growth.
Exploring Emerging Coffee Trends: With a focus on sustainability, new brewing technologies, and the evolving coffee culture, the event showcased the latest trends in the coffee industry, giving attendees like Brandon and Sam fresh insights to take back to their business.
Celebrating Excellence and Innovation: The Best New Product and Coffee Design Awards highlighted the importance of creativity and innovation in the coffee sector. These awards celebrated products and designs that add value and push the boundaries of what’s possible in the coffee world, a principle that 787 Coffee continues to embrace in every aspect of its operation.
