TCEB bids to lift the North’s coffee and tea industry on the global map

 Wednesday, February 23, 2022 


Thailand Convention & Exhibition Bureau (Public Organization) or TCEB will host The World Tea and Coffee Expo 2022: The 2nd Tea and Coffee International Symposium in a hybrid form on 24 – 27 February 2022 at the Empress Convention Centre, the Empress Hotel, Chiang Mai.

This is the second edition of its kind that strives to augment creative industries and community products.

It is also aimed at fostering a knowledge base and business network through various activities to stimulate awareness, enhancing the image of the North as a prominent region of tea and coffee production in the world.

This is an important stage in developing investment channels for entrepreneurs and will be beneficial to the sustainable supply chain in the domestic tea and coffee industry, putting Lanna on the global map of the coffee and tea industry.

The event’s pattern comes in three parts – trade show, symposium and business matching, in a hybrid arrangement both on the ground and online.

The symposium serves to promote the sharing of knowledge by Thai and foreign experts to shape up an information base useful to the tea and coffee industry right from the downstream stage to the upstream level.

The exhibition section showcases tea, coffee and cocoa products.

The business matching sessions will give rise to trade, bolstering domestic and international businesses, and promoting experiential tourism in tea and coffee production areas to understand the sustainable cultivation of Thai farmers in the North and seeing the potential of medium-sized Thai industries as well as supporting ecotourism in the region.

The exhibition will gather more than 50 entrepreneurs, 45 of them being Thai and five foreign. Entrepreneurs will have the opportunity to meet manufacturers, distributors, importers and suppliers behind the favourite drinks. The event is expected to attract about 1,000 visitors and 300 participants attending the symposium physically and virtually.

An interesting event at the show is a demonstration of the unique styles and techniques of coffee brewing by award-winning baristas. This show will directly benefit coffee and tea producers in Chiang Mai, Lamphun, Lampang, Mae Hong Son, Chiang Rai, Phayao, Phrae and Nan.

The northern region of Thailand has over the years has steadily earned the reputation as an emerging producer of premium coffee beans and fine tea leaves, as attested by many international awards.

It has also made inroads into the world’s map of the coffee and tea business with constant improvements in production and quality.

But there are potential and opportunities for it to gain more global prominence and make them even more important as the kingdom’s cash crops and economic drivers.

The North’s coffee and tea industry deserve more in terms of support and promotion as we know they possess all the fundamentals to be a key contributor to the economy of the region and Thailand, said Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention and Exhibition Bureau (Public Organization) or TCEB.

TCEB sees the region’s industry can be further elevated through marketing and business cooperation through trade show and symposium.

TCEB believes that the MICE (Meetings, Incentives, Conferences and Exhibitions), which comes under its role, can effectively promote marketing and business collaboration.

That is how TCEB comes in, by hosting The World Tea and Coffee Expo 2022 (WTCE 2022), from 24 to 27 February, at the Empress Convention Centre, The Empress Hotel, Chiang Mai. Mr Chiruit pointed out the event’s coffee side is particularly complementing Chiang Mai Province’s coffee strategy 2018-2022 by covering issues being put there.

The strategy zeroes in on five primary elements, namely, production efficiency improvement and production quality improvement without harming the environment; upgrading processing and creating added value; marketing development; research and development, strategy development; and management.

TCEB has chosen Chiang Mai as the WTCE 2022’s venue to recognise its general status as the region’s capital where most production and trade in coffee and tea from Chiang Mai, Lamphun, Lampang, Mae Hong Son, Chiang Rai, Payao, Phrae and Nan is moved through.

More specifically, Chiang Mai is being promoted as the centre of the high-quality coffee industry and Chiang Rai as a premium tea origin.

WTCE 2020 has adopted the theme of “From Local to Global” to accentuate the region’s strenuous move to become a world-class centre for coffee and tea production and trade, as well as featuring more prominently on the global industry map.

The event is divided into three parts, namely symposium, trade show and business matching.

The exposition will bring together 50 exhibitors, with 45 of them being Thai companies and five international showcasing their well-selected products and services.

Trade buyers and visitors will meet the leading manufacturers, distributors, importers and suppliers covering the whole supply chain.

More than ten million baht worth of transactions is expected from trade exhibition and business matching during the course of the four-day event.

Also, in the symposium, growers and local entrepreneurs will have access to the latest information, knowledge and information on production, market trends and best practices which will be shared by domestic and international experts, he added.

Among the exciting activities at the event is business matching, where a wide range of collaboration, partnership and joint ventures are poised to arise.

At the WTCE 2022, there will be live demonstrations of unique style and coffee making techniques by barista champions from Bangkok and the northern region.

The 2nd World Tea and Coffee Expo in Chiang Mai is open for registration

The Thailand Convention & Exhibition Bureau (TCEB) invites manufacturers, entrepreneurs, traders, exporters, importers of tea and coffee to join the World Tea and Coffee Expo 2022 to be held from 24 to 27 February 2022 at the Empress Convention Centre, the Empress Hotel, Chiang Mai, under the concept of “From Local to Global.” The event will be conducted in a hybrid form, on-site and online, and encompassing three parts, namely:

Trade Show by 50 entrepreneurs from Thailand and abroad

Symposium on six topics related to tea and coffee by 30 speakers from Thailand and abroad.

Business Matching that offers an opportunity for genuine buyers in the tea and coffee industry from all over the country to come to trade negotiations

There will be live demonstrations of unique style and coffee and tea making techniques by barista champions from Bangkok and the northern region.

The event offers a great chance to meet producers, distributors, importers, suppliers and other related trade bodies in one place, a truly integrated coffee and tea event for the real players in the industry.

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