“So — what are we eating there?”

These days, many trips begin with that one question 🍞

In Korea, there’s a city called Daejeon.
No palaces, no beaches—yet people board the train for one reason: the food.
Rows of bakeries and cafés have transformed an ordinary city into a destination,
and traveling in search of a specific dish has become a trend of its own.

You know the feeling. Naples for pizza, Lisbon for pastéis de nata, Melbourne for a great cup of coffee. Sometimes, a single menu item is reason enough to plan a trip.

So here’s our invitation. This November, discover a place where diverse tastes and stories come together.

Whether you’re looking for new inspiration, or simply want to dive deeper into what you love—there’s a moment waiting for every reason 💝

Cafe Show Seoul 2026

Nov 11 - 14, Coex

Early Bird is open, and this is the best price of the year. Three passes, sorted by how many days you’ll stay and whether you’ll join the forum ✨

🎟️ TICKET LINE-UP
ONE-DAY PASS｜Show floor, one day

If you only have a day to spare
ALL-DAY PASS｜Show floor, all four days

If you’d rather take your time
MASTER BLEND PASS｜All four days + World Coffee Forum

If you want the show and the conversation

The show floor is where you taste what’s happening now. The forum is where you hear where it’s going. If you’d rather not choose, the new Master Blend Pass covers both 🧐

To start the day. To take a break. Or simply out of habit.

We drink it every day, and rarely stop to ask why.

“Why We Drink Coffee?”

That’s the question the World Coffee Forum 2026 opens with. Speakers from across the industry — farm, roastery, counter, boardroom — will each bring their own answer, and you’re invited to find yours.

💌 How was today’s letter?

It’s still midsummer here, but November is filling up fast — a hundred coffee shops about to be named, a forum asking why we drink it at all, and Early Bird tickets at their best price of the year.

If something caught your eye, don’t leave it too long 😊
Flights and rooms in November go quickly, so early planning pays off.

See you in Seoul ☕️