Pre-conference masterclass discusses taking African brands to the world
Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.
EXPORT MARKETING
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.”
Africa’s first Sports Direct retail store opens its doors in Nairobi
Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.
Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.