From Uganda to Japan: Reflections on SCAJ 2026 and the Growing Presence of African Coffee
Reflecting on the origins, people, and connections bringing African coffee closer to the Japanese market.
Coffee connects people across borders. Behind every cup is a story of origin, the people who grow and process the beans, and the relationships that bring coffee from producing communities to consumers around the world.
The SCAJ World Specialty Coffee Conference and Exhibition 2026, held at Tokyo Big Sight from October 14–17, brought together participants from 38 countries and regions, with 577 companies and organizations taking part. The event recorded 100,114 total visits over four days, a record high according to the organizers. These figures reflect the scale of the event and its role as a meeting point for the international coffee community.
For ALU 株式会社, a company working to connect Japan and Uganda through trade and cultural exchange, SCAJ 2026 was an opportunity to observe these connections firsthand, reconnect with industry contacts, and reflect on the opportunities for Ugandan coffee in Japan.
Celebrating Uganda’s Place in the Coffee Community
One of the highlights of SCAJ 2026 was seeing Ugandan coffee represented alongside origins from across Africa, including Kenya, Tanzania, Rwanda, Burundi, and Ethiopia.
Each origin has its own growing conditions, traditions, and distinctive character. Together, they reflect the diversity of African coffee and the many stories waiting to be discovered by coffee professionals and consumers in Japan.
For Uganda, coffee is an important part of its agricultural sector and its connection to international markets. Greater visibility creates opportunities for conversations with importers, roasters, distributors, and other partners interested in exploring Ugandan coffee.
Across the exhibition, the presence of coffee from different African origins highlighted the diversity of the continent’s coffee-producing regions. Each origin has its own growing conditions, traditions, and distinctive character, creating opportunities to introduce new stories and experiences to coffee professionals and consumers in Japan.
For businesses seeking to introduce coffee to a new market, communicating these differences and building relationships with partners who understand local needs are important steps towards developing lasting commercial opportunities.
Beyond the Beans: The Importance of People and Partnerships
Trade exhibitions are valuable not only for the products on display, but also for the conversations and connections they make possible.
SCAJ 2026 offered an opportunity to reconnect with familiar faces in the coffee community. It was also encouraging to see H.E. Tophace Kaahwa, Ambassador of the Republic of Uganda to Japan, alongside other officials from the Embassy of Uganda in Japan supporting Ugandan coffee at the event.
These experiences are a reminder that international trade is ultimately built by people. Connecting a coffee-producing country with a new market involves more than transporting a product from one place to another. It requires people who can navigate different commercial expectations, build trust across cultures, and develop partnerships with a long-term perspective.
For businesses working between countries, these connections can help turn shared interest into meaningful opportunities.
Building Connections Between Uganda and Japan
At ALU 株式会社, our mission is to connect Japan and Uganda through trade, business collaboration, and cultural exchange.
Coffee is one expression of this mission. It provides an opportunity to introduce Ugandan products to Japanese businesses and consumers while creating space for greater appreciation of the people, places, and heritage behind them.
We believe meaningful cross-border relationships are built over time: by listening to market needs, learning from industry partners, and identifying opportunities that create value for the businesses and communities involved.
Our experience at SCAJ 2026 reinforced the importance of this work. There is still much to learn and much work ahead, but we are encouraged by the people and partnerships contributing to the wider coffee community.
As we continue building connections between Uganda and Japan, we look forward to learning from industry partners, exploring new opportunities, and contributing to a deeper appreciation of Ugandan coffee and cultural heritage in Japan.
ALU 株式会社
Event information: SCAJ 2026 official visitor attendance report and announcement, published by the Specialty Coffee Association of Japan.
Official website: https://scajconference.jp/en/visitor/
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