ILOILO City – With the international coffee industry watching, Iloilo is positioning itself as a rising force in Southeast Asia’s specialty coffee movement.
This city will host the ASEAN Barista Team Championship (ABTC) Visayas and Mindanao Leg for the first time during the Iloilo Coffee Fest 2025 from July 17 to 20 at the Iloilo Convention Center — a strategic move aimed at elevating local baristas and farmers to global standards.
“By hosting ABTC, we’re giving Ilonggo baristas a chance to benchmark themselves against regional and international standards — whether they compete or simply observe. It expands their network and sharpens their skillset,” said Noi Dongor, president of the Philippine Coffee Board and Iloilo Coffee Council.
Dongor believes Iloilo’s coffee sector is already proving its mettle on the national stage, but must now gear up for international competition.
“Iloilo has a very passionate coffee community. Local baristas are consistently making waves in national competitions — in brewing, latte art, and team challenges. Our farmers are receiving strong support through training and interventions from both government and private sectors. And cafés are evolving, with more specialty shops and locally roasted beans entering the market,” he said.
Despite these gains, Dongor noted key challenges remain, especially in production.
“Iloilo still struggles with bean production volume and consistency, requiring more training and technical support at the farm level. On the café side, we need to improve customer service and strengthen marketing strategies in an increasingly competitive landscape,” he added.
He also emphasized the need for broader exposure.
“Our baristas also need more exposure to scenes beyond Iloilo, to stay updated and globally competitive. We need to match the fast pace of international coffee trends,” he said.
The Iloilo Coffee Fest 2025 is a flagship component of ILOILO TRIO 2025, a regional trade event organized by Worldbex Services International, which drew over 15,800 visitors last year. This year’s edition is expected to exceed that turnout, boosted by the addition of ABTC and heightened international interest.
The event is supported by a wide network of partners, including the Iloilo Provincial and City Governments, Department of Trade and Industry (DTI), Department of Agriculture (DA), Philippine Chamber of Commerce and Industry (PCCI), and other private stakeholders — showcasing a robust public-private push to build inclusive, globally competitive value chains./PN
