I still find myself reminiscing about the AIYA Matcha Masterclass which was hosted in November 2024 in collaboration with ALPRO and Victoria Arduino. It was an unforgettable experience where the coffee community matcha lovers and enthusiasts gathered to explore the history, science, and artistry of matcha. A few months have passed, and many who missed out have been asking for a follow-up event.

Fortunately, with World of Coffee Dubai just around the corner, AIYA Matcha is back! The much awaited annual coffee event is opening its doors on the 10th of February 2025 and will run for three days at Dubai World Trade Center.

AIYA Matcha at World of Coffee Dubai 2025

AIYA Matcha will be hosting multiple interactive workshops throughout the event. These sessions will go beyond just preparing matcha, they will dive into:

• Matcha education – Learn about its origins, how it’s made, and why it’s so special.

• Matcha quality – Discover the differences between ceremonial-grade matcha and other varieties, and learn how to test matcha for freshness and purity.

• Matcha in beverages – Explore creative ways to incorporate matcha into drinks, including plant-based options.

Meet the Experts

The dynamic duo, Damian Burgess and Merijn Gijsbers, who led our previous masterclass, are back once again and will be running matcha workshops at the ALPRO stand. Here what you can expect:

• Daily Matcha Workshops

• Try delicious matcha and plant-based drinks

• Participate in daily Matcha Latte Art Throwdowns

• Get expert tips on mastering matcha preparation

The ALPRO workshops will take place at both the ALPRO stand and the World of Coffee Workshop areas.

If you’re attending, I highly recommend stopping by both AIYA Matcha and ALPRO to get the full event schedule for the three days.

Where to Find AIYA Matcha

📍 Stand Z4-G20, World of Coffee Dubai at Dubai World Trade Center

Come and experience why AIYA Matcha has been Japan’s leading matcha producer since 1888, pioneering the art of matcha with a strong commitment to quality and innovation.

If you’re passionate about matcha, this is an event you won’t want to miss! See you there!