Key takeaways
- The first North American edition of World of Coffee will take place from 10 to 12 April 2026 in San Diego, California.
- The US’ specialty coffee consumption hit a 14-year high in 2025, making it one of the world’s key coffee markets.
- WoC San Diego will host the 2026 World Latte Art Championships.
- Attendees can also participate in a wide range of afterparties and events, and experience the city’s established specialty coffee scene.
After three decades, North America’s Specialty Coffee Expo joins other SCA trade shows by rebranding as World of Coffee. The first edition will take place in San Diego from 10 to 12 April 2026.
WoC San Diego will host the 2026 World Latte Art Championships, Roasters Village, Best New Product Competition, Coffee Design Awards, lectures, workshops, cuppings, and more.
Exhibitors, such as Ecotact, Perfect Moose, OutIn, and more, will also organise their own events and afterparties.
Attendees will also have the opportunity to visit some of the city’s best specialty coffee shops and roasters.
Check out the PDG Events Calendar here. We will continue to update the article as more events and afterparties are announced.
Competitions and awards at WoC San Diego
WoC San Diego will be held at the San Diego Convention Center in the Marina district, near the Gaslamp Quarter.
The event will feature the 2026 World Latte Art Championships, where international baristas will showcase their skills and creativity to pour highly complex latte art designs.
As with previous Expos, WoC San Diego will also include the Coffee Design Awards and the Best New Product competition.
Why North America is essential for coffee events
North America is one of the world’s most important markets for coffee consumption. The National Coffee Association’s Fall 2025 NCDT Report found that other than bottled water, coffee is America’s favourite beverage. Specialty coffee consumption also hit a record high in the US last year, with 48% of US adults drinking it in the past day.
“North America, particularly the United States, is a key market for the global coffee industry for two major reasons: price influence and consumption scale, both of which continue to shape new global trends in the specialty coffee trade,” says Hanuman Jain, the CEO of Ecotact, which will exhibit at booth 3723.
“It’s one of the largest coffee-consuming markets in the world, with enormous demand from major roasters, retailers, and specialty coffee companies,” he adds. “Therefore, events here are critical for us; they provide a valuable platform to showcase our sustainable, innovative solutions while advocating for circular economy practices that benefit the entire supply chain.”
World of Coffee North America (formerly known as Expo) is the largest B2B specialty coffee trade show in North America.
“The North American coffee scene moves incredibly fast, and cafés are constantly pushing for better workflows, higher consistency, and great customer experiences,” says Jan Adriaens, the founder of Perfect Moose, which will exhibit at booth 1549.
“WoC is the ideal place to show how automation can support baristas instead of replacing them,” he adds. “It’s also where we get honest feedback from the people behind the bar, and that’s what keeps us evolving.”
The event attracts thousands of visitors annually, bringing together roasters, baristas, producers, exporters, importers, equipment manufacturers, and more.
“For us, it’s more than a trade show. It’s a chance to connect directly with a core audience that values quality, mobility, and a professional coffee experience,” says Ariana Wang, the Global Marketing Manager at OutIn, which will exhibit at booth 4027 and host a pop-up space at LP6.
“By participating in WoC, we strengthen our global brand presence, exchange insights with industry pioneers, and showcase our portable coffee solutions to key partners.”
More than 670 exhibitors will be present at the event, making WoC San Diego one of the year’s most important events.
“Our job is understanding coffee roasters, and WoC puts us in the same room as thousands of them,” says Mark Zhou, the founder of MTPak Coffee, which will exhibit at booth 3916. “Walking a show floor, you pick up on what roasters are genuinely excited about and what problems they’re trying to solve.
“Coffee moves fast. What was considered a premium unboxing experience two years ago now looks ordinary. Shows like WoC are where you see what’s next in packaging before it becomes standard.”
Afterparties & activities
Numerous companies and organisations will host their own activities and events during WoC San Diego:
Wednesday 8 April
Thursday 9 April
“As a pre-event catch-up ahead of WoC, we’re hosting an RSVP dinner at Royal India restaurant for Ecotacters, partners, and close friends of the brand,” says Hanuman.
“We look forward to an evening of authentic Indian flavours and meaningful conversations, bringing together people who have been part of our journey and those joining us as we continue to grow.”
Friday 10 April
“We’re keeping things a bit more informal this year, but WoC San Diego is always a great opportunity to spend time with our North American distributors and partners who help bring Perfect Moose to cafés across the US and Canada,” says Jan.
“We’ll be meeting with them throughout the event to share ideas, talk about the market and strengthen those relationships.”
Saturday 11 April
“We invite everyone to join our dedicated pop-up space and interactive CUPO activities throughout the event days, where we focus on community, connection, and coffee experiences,” Ariana says.
“Participants will experience a complete, professional coffee workflow using OutIn’s personal coffee stations. The event will also feature guest judges and industry professionals collaborating and scoring alongside participants.”
Sunday 12 April
This list will be updated as more parties are announced. Please note that some events are invite or RSVP only.
San Diego coffee shop tour
Renowned for its stunning Pacific coastline and attractions such as the San Diego Zoo and Balboa Park, the city also features historic sites, including the Gaslamp Quarter and Old Town.
San Diego also has a world-class craft beer scene and some of the US’ best specialty coffee shops and roasters. Charlie, the Chief of Staff at Goldchild Coffee, recommends:
Other notable coffee shops include:
- Goldchild Coffee – award-winning roaster founded by 2025 American AeroPress Champion Jeff Rambo and Mariela Mosquera, known for its hip-hop-influenced style and Swedish Fika bakery programme
- Sur Coffee, opened in 2015
- Unison Coffee, which hosts a pop-up four-course omakase-style experience inside Pizza Kaiju in Barrio Logan
- Bird Rock Coffee Roasters – Roaster of the Year and Good Food Award winner
- Genteel Coffee Roasters, which sources coffee from a wide range of origins, including Thailand
- James Coffee Co., offering housemade pastries baked on-site
- Selva Coffee House, located inside a plant nursery
- Dark Horse Coffee Roasters, founded in 2013
- Flor and Seed Coffee Roasters, which focuses on Mexican coffees
- Women-owned and community-focused S3 Coffee Bar
- Talitha Coffee, which supports survivors of sex trafficking
- Communal Coffee, which operates multiple locations
- Lofty Coffee, which also runs a bakery
- Jaunt Coffee Roasters, which serves food and baked goods
- Queer and women-owned Mnemonic Coffee
- Mexican-influenced Por Vida!
- Latinx-owned Provecho! Coffee Co., which specialises in importing Mexican coffees
- Long Play HiFi, located inside a record store
- Nomade, a record store and tapas bar
- Fuzz Coffee, which doubles as a record store
- Little While, with an in-house pastry programme
- Excelsa Coffee Company, which only sources Excelsa, a climate-resilient coffee species primarily grown in Southeast Asia and parts of Africa
- Award-winning Torque Coffee, which uses its Proportional Pricing system, ensuring 20% of the retail price goes directly back to producers
Where to eat & drink in San Diego
San Diego’s food scene is vibrant, offering Baja-Med cuisine, world-class Mexican street food, and fresh Pacific seafood.
Charlie recommends Cowboy Star for one of the best steakhouse experiences in the city and Ciccia Osteria for exceptional, thoughtful Italian food.
The World’s 50 Best recommends these bars and restaurants:
- Addison
- Kindred
- Noble Experiment
- Polite Provisions
- Raised by Wolves
- Youngblood
Restaurants on San Diego Magazine’s 9 Must-Try Meals include:
- Books & Records
- Puesto
- Piacere Mio
- Lucien
- Le Coq
- LuckyBolt Kitchen + Bakery
- La Corriente
- Vinum Locus
- Mirin Café
What can we expect at WoC San Diego?
World of Coffee events are some of the most influential and impactful B2B trade shows in the global coffee sector.
“You can always expect new innovations, from experimental trends like co-fermented coffees to shifts in how coffee is traded and transported,” Hanuman says. “Ecotact will launch the Ship Shield Hermetic Bulk Liner, designed to support bulk logistics during long-haul transit.
“We’re also launching our new tracking device, Trace IQ, a digital logging solution designed to monitor and safeguard high-value coffee during storage and transit,” he adds. “Earlier this year, we introduced Pour Lock, a design-forward extension of our sampler bag range, which we will showcase, as well as our Fermentation Kit, which provides farmers with a simple, reliable and field-tested method to conduct anaerobic fermentation.
“We are also providing a meeting room in our booth for private sessions, which you can prebook here.”
The last North American edition, held in Houston, Texas and branded as Expo, brought together thousands of coffee professionals from over 89 countries.
“At WoC San Diego, visitors can experience the Perfect Moose in action and see how automated milk steaming can bring speed, precision, and consistency to café service,” Jan says. “But more importantly, we’re there to listen. Perfect Moose was originally built to solve a real barista problem, and that philosophy hasn’t changed.
“Events like WoC are where we gather more feedback from café owners, baristas, and partners in the North American market,” he adds. “Those conversations often shape what the next generation of Moose innovation looks like.”
Given the scale and influence of WoC, many brands strive to create memorable experiences at their booths, engaging with visitors in new ways to build lasting connections.
“OutIn’s pop-up embodies this shift with a digital nomad, tropical-island, and camping resort aesthetic, offering a relaxed, vacation-like atmosphere that stands out at the show,” Ariana says. “This unique setup not only creates a memorable experience but also highlights the core of our products: portable, versatile, and designed for life on the move.
“We’ll also showcase our LattoGo two-tone milk frother, which aligns perfectly with the spirit of the World Latte Art Championship and serves as the official designated equipment for the Community Lounge.”
The North American coffee market is one of the most dynamic in the world, often setting trends that influence other global coffee sectors.
“The MTPak Coffee team is excited to showcase our fully-customisable packaging solutions,” Mark says. “Expect to see cutting-edge designs and the latest innovations in sustainable materials, and we’ll be on hand to guide visitors through our full range of services.”
WoC San Diego is one of the most important events in the coffee industry this year. Alongside the trade show, competitions, and afterparties, attendees will be able to experience the city’s vibrant specialty coffee scene.
If you are participating in any capacity, make sure to register and book any activities in advance of your attendance.
To learn more about WoC San Diego, visit the website.
Photo credits: Specialty Coffee Association
Perfect Daily Grind
Please note: Ecotact, Perfect Moose, and OutIn are sponsors of Perfect Daily Grind.
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