This year's theme is here.

Great coffee is a lot like a flower.
Its finest aroma opens only at the moment it blooms.

This year, Cafe Show Seoul is about that moment —
when what once held back begins to open again,
and coffee brings aroma, inspiration, courage, smiles, and joy into bloom.

Together, in full bloom Hwal-jjak 🌸

Further for coffee Forward with coffee,

This year, Cafe Show Seoul welcomes you

with Hwal-jjak (hwal.tak — "in full bloom")

Be the first at the World Coffee Forum 🗣️

What's next for the F&B industry?
Which speakers will take the stage, and what insights will they bring?

The full lineup will be revealed in stages.

Ahead of that, Early Bird tickets are now open

— with up to 40% off for those who join us first 🎫

💌 How did you like today's letter?

We finally unveiled this year's theme, Hwaljjak — Bloom.
The World Coffee Forum and The Asia-Pacific's 100 Best Coffee Shops will all come into full bloom this November.

Coming next 🎬
You've met Hwaljjak through our key message today — next time, we'll bring it to you as a theme film. Stay cool out there, and see you in the next letter ☕️