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Prominent Ethiopian coffee brand spreads the word in South Korea
By our African Marketing Confederation News Team | 2024
Daye Bensa Coffee takes its new book on Ethiopian coffee to Korean connoisseurs and participates in trade show and other events.
Daye Bensa Coffee, one of the major coffee exporting companies in Ethiopia, recently concluded a successful book launch tour to South Korea as part of its marketing efforts to bring Ethiopian coffee culture to wide global audience.
The book is titled Bunna – Ethiopian Coffee: A Modern-Day Story by Daye Besa, and is authored by Kenean Dukamo, Deputy CEO of Daye Bensa Coffee.
Korean coffee enthusiasts with the Ethiopian delegation. Photo: Kenean Dukamo, LinkedIn
Launched in October 2024, the book is a celebration of Ethiopian coffee and of the people who have historically shaped it and continue to carry it forward today. Coffee is ‘bunn’ or ‘bunna’ in most Ethiopian languages.
“We sold out our limited edition Bunna books, and the venue was packed with coffee enthusiasts and experts eager to connect with Ethiopian coffee culture,” Dukamo writes in a LinkedIn post.
“Many well-known roasters and coffee experts joined us to have their books signed, adding to the excitement of the event. The passion and love for Ethiopian coffee in the Korean coffee community is inspiring.”
The launch was held in collaboration with Cobeans, a Korean-based business that sources and delivers high-quality green coffee to specialty roasters across the country.
Brand also participated in other events
In addition, the Ethiopian delegation participated in the Seoul International Cafe Show. Held annually in November since 2002, it has established itself as a premier event attracting coffee enthusiasts, industry experts, and business professionals from around the world.
Daye Bensa was involved in twice-daily cuppings (the industry’s way to taste and evaluate coffee) at the show and held daily books signings by the author.
Dukamo was also a guest barista at the Cobeans Cafe in Chuncheon City, the capital of Gangwon Province, which is in the north of the country.
According to the Genuine Origin Coffee, a roastery and importer based in the US, while Ethiopia only produces 3-4% of the world’s coffee supply, it has an outsized reputation.
“The variety and character of the coffee that comes from Ethiopia is astounding,” the company says in a blog post. “Every year, coffee roasters seek out Ethiopian green coffee beans to help them win competitions and delight customers.”
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