DUBAI: Long regarded as the birthplace of coffee brewing, the Middle East is entering a new phase of cafe culture — and the fifth edition of World of Coffee, which takes place in Dubai from Jan. 18-20, will help drive that momentum.

Saudi Arabia alone is home to more than 5,100 branded cafes, with daily coffee consumption exceeding 36 million cups. Coffee is part of the social and cultural fabric, from traditional majlis gatherings to contemporary specialty cafes.

“Saudi Arabia’s coffee sector is evolving rapidly. There is increasing investment in quality, education, and presentation, alongside renewed interest in origin storytelling and cultural context,” said Shouq Bin Redha, exhibition manager for World of Coffee Dubai 2026, where Saudi Arabia will host a national pavilion.

“Saudi coffee has a very distinct identity rooted in heritage, ritual, and hospitality. Its profile is closely tied to traditional preparation methods and regional flavor preferences, which sets it apart on the global stage,” she told Arab News. “The national pavilion reflects this balance between tradition and modernization.”

Organized by DXB LIVE in partnership with the Specialty Coffee Association, World of Coffee Dubai has expanded dramatically, growing from 5,000 sq. meters in 2022 to more than 20,000 sq. meters in 2026. The event brings together producers, traders, roasters, cafe owners and innovators from around the world.

“At its core, the event is about bringing together the full coffee value chain in one place,” Redha said. “We want participants to leave not only having discovered new products or origins, but with stronger partnerships, clearer market insight, and a deeper understanding of how the industry is evolving.”

She added: “The Gulf has become an increasingly attractive market for producers because it combines strong consumer demand with a growing appreciation for quality, origin, and traceability.”

The UAE’s coffee market alone exceeds $3.2 billion, while Dubai continues to strengthen its position as one of the world’s most cafe-dense and diverse cities.

“Dubai, in particular, offers a unique gateway to multiple markets at once. For producers, World of Coffee Dubai provides direct access not only to local buyers, but to an international audience that uses the city as a regional and global trading hub,” Redha said.

When it comes to trends in the Gulf’s coffee scene, Redha said she expected to see “continued diversification in sourcing, with buyers exploring a broader range of origins and flavor profiles. There is also growing interest in coffees that offer greater transparency, whether through direct trade relationships, clearer traceability, or stronger sustainability credentials.”