welcome to wclf 2019 why wclf?coffee industry by holding meaningful discussions and speaking...

Room 1301, Unit A, Tera Tower#2, 201 Songpadaero, Songpa-gu, Seoul, South korea (ZIP:05854)Tel. +82-2-6000-6671 E-mail. [email protected] Website. www.wclforum.org

http://www.facebook.com/WorldCoffeeLeadersForum

Hosted by World coffee Leaders Forum Organizing Committee

Organized by

Concurrent Event

2

2 November 7-10, 2019WORLD COFFEE LEADERS FORUM 3

World Coffee Leaders Forum greets its eighth opening this year. In its beginning, World Coffee Leaders Forum started to empower Asian coffee market focusing on its great potential in both consuming and producing sectors. Walking along with a growth of our regional market, World Coffee Leaders Forum focused on building a global platform that attracts coffee experts and professional across the world.

Each year, World Coffee Leaders Forum analyzes the trend of global and regional coffee markets, and evaluate paradigm shifts engaged in protecting sustainable coffee and community. Also, in order to defend coffee producing environment from growing threats, such as climate change, coffee lust, labor issues, and so on, WCLF is striving to change the common perception by connecting the coffee community with globally respected coffee experts and professionals.

Current economic system is being doubted and challenged constantly by a number of industries including that of coffee as over production and consumption are leading to deteriorating scarcity of all different kinds of resources and environmental pollution. As a result, the idea of sharing brings attention to the people around the world. Furthermore, the theory of “Sharing Economy” has been suggested to replace the traditional market economy. With this perspective, the sharing economy, also known as access economy, peer-to-peer (P2P), or collaborative economy, will amplify the value of sharing, whether it is appreciated or not.

In today’s society, the practice of such economic model is being frequently observed also in our coffee community. World Coffee Leaders Forum, as the No. 1 coffee knowledge-sharing platform, would like to call forward all people of the coffee industry, who are eager to have dynamic discussions of new values highlighted in the era of sharing economy under the main theme of its 2019 forum: “Coffee People Share.” World Coffee Leader’s theme of the year is to be examined in the outlook of technology integration, connectivity, transparency and openness.

World Coffee Leaders Forum Organizing Committee hope to inspire everyone who attend the event to take even a small leap and make a change for brighter coffee community. Your Sincerely,

Danny ShinCo-chair, World Coffee Leaders Forum Organizing Committee

Sungdae HongCo-chair, World Coffee Leaders Forum Organizing Committee

Welcome to WCLF 2019 Why WCLF?01 I KNOWLEDGEGlobal SessionWCLF 2019 invites knowledgeable leaders from a variety of disciplines to share their perspective on the prospects of the global coffee industry future. These sessions will present the innovative new ideas on each realm of the coffee industry.

Professional & Champion SessionExperts from all over the world are sharing their professionalskills and knowledge in Coffee. Participants in Professional Session have the opportunity to learn in depth information and technique during presentations and demonstrations.Especially this year, the 2019 World Barista Champion, Jooyeon Jeon will lead the champion session where she will share her journey to becoming the best in the world.

02 I EXPERIENCEOrigin Adventure SessionAre you looking for the best coffee for you business? Well, then why don’t you try these fresh coffee beans from Indonesia and Guatemala selected by WCLF committee? Join the aromatic trip to the coffee origin in WCLF!

World Coffee Tasting StationAvailable to taste various specialty coffees from all around world in one place. WCLF 2019 Participants will be able to enjoy coffee and participate in events such as Best Coffee Selection, Lucky draw, etc.

03 I CONNECTCoffee & Culture TourCoffee & Culture Tour is ready to visit places where characteristic Café and the sights in Seoul.

Welcome ReceptionSpeakers and participants of WCLF 2019 & Seoul Cafe Show are invited to celebrate the opening of events. People shake hands and share ideas about various issues at a global level. It definitely will be a delightful night filled with face-to-face socializing and networking


WCLF’s Value in Asia Coffee Market •Asia's most prominent knowledge-sharing platform in the coffee industry•Field of discourses for sharing, acquiring, exchanging, discussing and providing knowledge of global coffee industry•Represents voices of Asia coffee market, the fastest growing one•Provides opportunities to discuss diverse aspects of Environmental impacts of the coffee industry and economy for the sustainable development

Asia, the fastest growing coffee markets•Asia is a key player in global coffee market's growth.

Korea, Astoninshing Growth of Coffee Market• Growing potential of Korea coffee market in accordance with its

economic development

|| 2nd Largest Coffee Consumption in the World ||

|| TOP 5 Fastest Coffee Growing Markets ||by Retail Value(CAGR%), 2012-2016

Compound annual growth rate

2016

Indonesia India

Vietnam

*Source : MINTEL

19.6%

15.1%

14.9%

Turkey

Chile

Africa

Asia

Mexico & Central America

Europe

North America

South America

622%

4.8 5.3

0

10

2015 2016 2017

5.69.2

2018

Unit : Billion($)

Unit : metric ton, M/T)*Source : Ministry of Agriculture, Food and Rural Affairs / 2015~2017 Hyundai Research Institute / 2018

*Source: International Coffee Organization

*Source : Korea Customs Service

8.511.2 11.4

13.4 13.815.3 15.9 15.8

2005 2010 2013 2014 2015 2016 2017 2018

Annual Coffee Consumption(per capita, 2018)

377 Cups

Coffee Shops in Seoul(2017)

73,706 shops

Indonesia India Vietnam

*Source : MINTEL

19.6%

15.1%17.5%

12.9%14.9%

Turkey Chile

|| Korean Coffee Market Data ||

|| Korea Coffee Market Size ||

|| The amount of imported coffee (in US Dollars) ||

2016

Indonesia India

Vietnam

*Source : MINTEL

19.6%

15.1%

14.9%

Turkey

Chile

Africa

Asia


Europe

North America

South America

622%

4.8 5.3

0

10

2015 2016 2017

5.69.2

2018

Unit : Billion($)




8.511.2 11.4

13.4 13.815.3 15.9 15.8

2005 2010 2013 2014 2015 2016 2017 2018


377 Cups


73,706 shops

2016

Indonesia India

Vietnam

*Source : MINTEL

19.6%

15.1%

14.9%

Turkey

Chile

Africa

Asia


Europe

North America

South America

622%

4.8 5.3

0

10

2015 2016 2017

5.69.2

2018

Unit : Billion($)




8.511.2 11.4

13.4 13.815.3 15.9 15.8

2005 2010 2013 2014 2015 2016 2017 2018


377 Cups


73,706 shops

2016

Indonesia India

Vietnam

*Source : MINTEL

19.6%

15.1%

14.9%

Turkey

Chile

Africa

Asia


Europe

North America

South America

622%

4.8 5.3

0

10

2015 2016 2017

5.69.2

2018

Unit : Billion($)




8.511.2 11.4

13.4 13.815.3 15.9 15.8

2005 2010 2013 2014 2015 2016 2017 2018


377 Cups


73,706 shops

Grown by 77%

Why WCLF?

Since its establishment in 2012, WCLF has been sharing insightful knowledge on pressing issues of the global coffee industry by holding meaningful discussions and speaking sessions with many of the world's most renowned coffee experts to encourage and develop the worldwide coffee community's success.

This year, WCLF is focusing on the impact of the sharing economy and the changing of the community paradigm. The side effects of over-consumption, resource exhaustion and environmental pollution are taking a major toll on today's society. Not only is the above a rising issue, but also with the development of IoT technology, it is highly excepted that there will be a "massive shift from exchange value which emphasizes possession to shared value, which emphasizes connection will lead a new economy (ie. sharing economy) era.”1) 1) 「The Zero Marginal Cost Society」 by Jeremy Rifkin

WCLF 2019 Theme

At WCLF 2019, under the main theme of "Coffee People Share," growing values on the openess and connectivity of the interactive sharing economy will be thoroughly analyzed. We hope you will be able to join us at WCLF 2019 to gain new knowledge and to make deeper connections.

CoffeePeopleSHARE

COFFEE

PEOPLE

S H A R E

A worldwide paradigm shift fromowning to sharing fueling the sharing economy

WCLF 2019 will be filled with voices ofcoffee people and communities who choose to share


Plenary Session 3 - Coffee Portfolio

“Maximaize sustainability impact To ensuring the future of coffee”Greg MeenahanPartnership Director, World Coffee Research

Plenary Session 1

“Race&Gender”

Michelle JohnsonFounder, The Chocolate Barista

Keynote Speech

Kellem EmanuelePresident International Women’s Coffee Alliance

Plenary Session 1 - Origin And Coffee Price

“What is a SustainablePrice for Coffee”Colleen AnunuCoffee Supply Chain Director, Fair Trade USA

Plenary Session 4 - Generations of Coffee Buying at Counter culture Coffee

“The pursuit of Coffee perfection”Katie CarguiloCoffee Buyer & Quality Analysis, Counter Culture Coffee

Spotlight Stage

Cynthia Chang LudviksenManaging Director World Coffee Event

Plenary Session 1-4

Keynote Speech

Panel Discussion(Moderator)

Nicholas ChoWrecking Ball Coffee Roasters CEO

Panel DiscussionSpotlight Stage

THEMEMeanings of Diversity in the Coffee Industry – It’s All About BALANCE

Coffee people struggle. It is hard to be certain about the

business model they set. One day, it is all about going back to

principle and keeping classics. Then, the next day, all the new

advances in technologies, techniques, research data, etc.

The world changes. And it changes really fast. When there is

rapid change, it is expected that backlash will follow allowing

a room for additional chaos: we all have experiences of

adopting something in a rush not to be left behind and suffer

from the side effects.

Whereas much attention has been given these days to

the polarization of the coffee industry, there are not many

information to approach for coffee people around the world.

World Coffee Leaders Forum committee have decided to raise

the issue and observe it through the lens of diversity and

balance. It is easy to go extreme but hard to be balanced

World Coffee Leaders Forum 2018 opened its 7th door under

the main theme, “Meanings of Diversity in the Coffee Industry

– It’s All About BALANCE.” Highly honored coffee industry

leaders and scholars was invited to share their insights and

give solutions for those who wonder. Also, there were many

sessions to arranged for participants to experience coffee

from a to z: plenary, professional, origin adventure, sensory

sessions, and networking events.

WCLF 2018 Review

World Coffee Tasting Session Nov. 8 (Thu) -- 10 (Sat)

World Coffee Tasting Session gave participants time to taste various specialty coffees from all around world in one place. WCLF 2018

Participants will be able to enjoy coffee and participate in events such as Best Coffee Selection, Lucky draw, etc.

Professional Session Nov. 8 (Thu) - 11 (Sun)

Origin Adventure Session Nov. 9 (Fri)

Sensory Session Nov. 11 (Mon)

You can meet the perfect lectures prepared by Korea’s representative coffee media Monthly Coffee and the best coffee experts!

Domestic and international roasting trends and hot issues

From Commercial to Specialty, the new movement of Brazilian Coffee

Barista Champion's Espresso & Coffee Menu

In-depth understanding and practical application of coffee and water

The basic principles and mechanisms of roasting as a history of roaster

The master of Hand Drip

Know-how of cafe establishment success through list management

Latte Art Control Learned from Mistakes

WCLF 2018 Review

Adventure Session is especially designed to introduce fresh coffee from the origin for who are looking for the best

coffee for business.

The session is usually delivered by representatives or companies of coffee producing countries who can share the

stories of their origins and beans.

A significant number of global coffee leaders, buyers and traders participated in the session, which guarantees its

promotional effects for the origins.

Sensory session was for coffee people who are eager to have more information on coffee origin issues and trends from the study of the latest

varieties and processing methods. And, the session also provided step-by-step quality assessment and sensory calibration of coffee chains.


Scale

60 +participating countries

169 +sessions and networking platforms

Themes2018 Meanings of Diversity in the Coffee Industry

– It’s All About BALANCE

2017 "INDUSTRY 4.0" & "HUMANITY" for the Future of Coffee Market

2016 “Coffee Science & Communication”

2015 “Coffee, More Than Just Coffee

– A Brand and Its Pursuing Values in Coffee”

2014 “Paradigm Shifts in the Coffee Industry and its Countermeasures”

2013 “Global Coffee Industry Issues and Potential of the Asian Market”

2012 “Global Coffee Industry Trend and Challenge of Asian Market”

MOU Signed betweenInternational Coffee Organization(ICO) and World Coffee Leaders Forum(WCLF)

Asia’s largest coffee event, Seoul Int’l Cafe Show and World Coffee Leaders Forum, has established its MOU with ICO, in order to cooperate together to maintain a sustainable development of the global coffee industry.

Conducting such act will not only greatly contribute to the formation of the coffee industrial eco-system and cultural exchange, but also preserve a healthy, diplomatic relationship between the importing and exporting countries.

“Few countries express such enthusiasm and curiosity for finer coffees than Korea – and this was evident with the WCLF. This event sparkles with the emotion and creativity of the newly discovered.”

- George Howell, President & CEO, George Howell Coffee

“WCLF provides an incredibly valuable showcase for leading ideas from top innovators in our great industry. It was a pleasure and an honor to contribute as a speaker. The team and organization at WCLF continue to execute a world class program with world class hospitality. I’m grateful and happy to be an ongoing supporter.”

- Joseph Brodsky, CEO, Ninety Plus Coffee

“WCLF is an important place for coffee leaders around the world to learn and share the market insight, and the future trend on specialty coffee.”

- Jason Wang, Founder & Director, Jascaffe China

Testimonial

|| Number of Participants ||

2000

1500

1000

500

02012 2013 2014 2015 2016

260

8651076 1132 1267

Number of Participants

2017

1383

2018

1520

WCLF Review (2012~2018) WCLF Speaker Highlights

180 +speakers

10,000 +attendees

Sasa Sestic2015 World Barista Champion

Berg Wu2016 World Barista Champion

Caleb Cha2015 World Latte Art Champion

Hidenori Izaki2014 World Barista Champion

Stefanos Domatiotis2014 World Brewers Cup Champion

Matt LounsburyStumptown Coffee Roasters

Kellem EmmanueleInternational Women’s Coffee Alliance

Geoff WattsIntelligentsia Coffee & Tea

Ric RhinehartSCAA

Brett SmithCounter Culture Coffee

Abdullah BagershAfrican Fine Coffees Association

Andrea Illyillycaffè S.p.A

George HowellGeorge Howell Coffee LLC

Yannis ApostolopoulosSCAE

Sunalini MenonM/S. COFFEELAB LIMITED

Joseph BrodskyNinety Plus Coffee

Jason WangJascaffe China

Mark PendergrastAuthor of Uncommon Grounds

Robério Oliveira SilcaICO

Pil Hoon SeuCoffee Libre

Bryan MeehanBlue Bottle Coffee

Maxwell Colonna-DashwoodColonna Coffee

Christopher HendonMIT

Susie SpindlerACE

Timothy SchillingWorld Coffee Research

Colleen Anunu Fairtrade USA

Cynthia Chang Ludviksen World Coffee Events

Greg MeenahanWorld Coffee Research

Katie Carguilo Counter Culture Coffee

Michelle Johnson The Chocolate Barista

Nicholas Cho Wrecking Ball Coffee Roasters

Mark Michaelson 2019 U.S. Roasting Champion / Onyx Coffee Lab

Mery SantosInternational Women’s Coffee Alliance

Emma SageSCAA

Elle HudsonSCAA

Michael PhillipsBlue Bottle Coffee

Trish RothgebCQI

Rick PeyserLutheran World Relief

Myungkyu AhnCoffeeMyungga Co., Ltd.

Mi-Ran OhHealing Coffee Roasters

Katsuhiko HasegawaSCAJ

Xu LuChina Tea Co., Ltd

Ja Sang ShinMaan Creative Co.,ltd.

Dato Serl Chla Kwang ChyePrime Consultants Sdn Bhd

Sherri Johns ACE

Bailey MansonIntelligentsia Coffee & Tea

Chris RyanFresh Cup

Christopher L. Gilbert University of Trento

Sugumar RamanFLO-CERT

Daniel SteffenA-D Policy Analysis

David PizaSustainable Harvest

David Veal SCAE

Roberio Oliveira SilvaICO

Ellie HusdonSCAA

Francois NkurunzizaIntercafe Burundi

Henrique Sloper de Araujo BSCA

Hidetaka Hayashi Hayashi Coffee Institute

Inyoung Song SPC Culinary Academy

Juliette Caulkins UTZ Certified

KwangSun Kim 2013 Angel-in-us Barista Championship

Lucy Bai Fang CCAB

Mario Arroyo Cafe de Costa Rica

Menno Simons Trabocca

Mike Perry Klatch Coffee

Napoleon Matute IHCAFE

Pete Licata WBC 2013 Champion

Santiago Pardo Colombian Coffee Growers Federation

Sarah Allen Barista Magazine

Se-na Lee Dunkin Donuts

Soetanto Abdoellah Soeparto ICCRI


2015 555

2016

2015 140,730

2016580 142,067

2017 2017583 146,805

2018 2018617 148,023

2015 555

2016

2015 140,730

2016580 142,067

2017 2017583 146,805

2018 2018617 148,023

Exhibitors

Visitors

Show Overview

Title The 18th Seoul Int’l Cafe Show

Period Nov, 7th(Thu) ~ 10th(Sun), 2019 / 4 days

Nov, 7th(Thu) ~ 8th(Fri), 2019 / Business days Nov, 9th(Sat) ~ 10th(Sun), 2019 / Public days

Venue Hall A~D (36,007m2), Coex, Seoul, Korea

Organized by

Hosted

Exhibit Items Coffee, Tea, Bakery, Dessert, Ice-cream, Chocolate, Beverage, Raw Material, Machine & Equipment, Interior, Franchise & Start-up, Kitchen Appliances, Food Service Industry

Scale(Expected) 600 Exhibitors 2,000 Booths from 40 Countries 160,000 Visitors from 80 Countries

Certification UFI Approved Event Int’l Certified Exhibition by Association of Korea Exhibition Industry

Supporter(Expected) Embassies in Korea – Cote D’ivoire, El Salvador, Federal Democratic Republic of Ethiopia, India, Indonesia Embassy, Panama, Republic of Costa Rica, Republic of Honduras, Republic of Kenya, Business Sweden, Commercial Office of Peru in Korea, Pro Ecuador

Media Partners Fresh Cup Magazine, Coffee t&i, Global Coffee Report,

(Expected) Bean Scene Magazine, Perfect Daily Grind, GRAM, Coffee Trend, Coffee TV, 21food.com, Coffee Traveler, Coffee & Cocoa International, STiR

Show CompositionT

he 18th S

eoul Int'l C

afe Sho

w 20

19

The World Coffee Leaders Forum

2019

EXHIBITION : Global Coffee Business PlatformCONFERENCE : Global Knowledge Platform for Coffee IndustryFESTIVAL: Aromatic Coffee Festival In Seoul

Title The 8th World Coffee Leaders Forum(WCLF 2019)

Theme Coffee People Share

Date November 7(Thu)-10(Sun), 2019

Venue Coex, Seoul, Korea

Organizer World Coffee Leaders Forum Organizing Committee

Participants 2,000 Participants from 60 Countries(estimated)

Official Language English & Korean

Program •Global Session •Professional Session •Champion Session •Origin Adventure Session •Coffee Tasting Station •Welcome Reception

Concurrent Event The 18th Seoul Int’l Cafe Show 2019

Website www.wclforum.org

WCLF 2019 Overview

Program at a Glance

* The schedule is subject to change. Please visit our official website for the updates.

Nov. 7 (Thu)Day 1

Nov. 8 (Fri)Day 2

Nov. 9 (Sat)Day 3

Nov. 10 (Sun)Day 4

Global Session10A

M-17PM

Professional Session A&

B14PM

-17PM


B10A

M-17PM

Origin A

dventure Session 1Costa Rica

10AM

-18PM


B10A

M-17PM

Origin A

dventure Session 2Peru, Brazil and 2 m

ore origins10A

M-18PM

SCA CSP Brew

ing&Sensory

09:00-18:00

AST Trainer Course

10:00-18:00


B10A

M-13PM

SCA CSP Brew

ing&Sensory

09:00-18:00

Sustainability Luncheon12:00-14:00

Champion Session

13:00-15:00

welcome to wclf 2019 why wclf?coffee industry by holding meaningful discussions and speaking...

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