Seven annual skills-based competitions organized by SCA - Specialty Coffee Association - and WCE- World Coffee Events, hosted at events around the world, featuring some of the world's top coffee competitors. This is the world of the World Coffee Championships, which promote coffee excellence as well as knowledge sharing, networking and innovation in the industry, focusing on the professionalism of baristas.

The WCCs showcase excellence in coffee brewing and the uniqueness of specialty coffees by involving more than 50 associations around the world. A true year-long global marathon, which in 2025 will culminate with the most important of these events right in Milan: in fact, the World Barista Championship returns to Host 2025, at fieramilano - Rho from 17 to 21 October 2025.

"Given its scale and importance, HostMilano is the perfect location to hold the World Barista Championship” said Yannis Apostolopoulos, CEO of the SCA. “The Fiera Milano team’s commitment to excellence aligns perfectly with our mission to elevate the barista profession and showcase the finest talents on a global stage. As we gather in this iconic city, we not only celebrate the art of coffee-making but also pay homage to the timeless tradition that continues to inspire coffee lovers worldwide."

A celebration that comes at a time when the coffee world is experiencing innovative trends that are redefining the consumer experience. From cold brews, one of the fastest-growing types, to increasingly unique and personalized blends, to the search for less acidic variety blends. At the same time, the use of plant-based alternatives, such as oats and almonds, continues to grow in lattes to meet the demand for more sustainable options suited to different dietary needs.

At Host 2025 all the novelties will be in the Coffee-Tea area, in synergy with Coffee Bar-Machines- Vending in the SIC – Salone Internazionale del Caffè on.