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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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.