Coffee, Community & Goals! Our Experience at the 2025 African Soccer Tournament

This past year, the Ethiopian Coffee Society was honored to be a key cultural partner at one of the most vibrant events in the community—the 2025 African Soccer Tournament in Burnaby, hosted by the brilliant African Sports & Cultural Alliance (ASCA).

The tournament was a massive success, bringing together teams, families, and fans from across the African diaspora and the entire Lower Mainland for an incredible celebration of sport, unity, and shared heritage.

While the action on the field was thrilling, our mission was on the sidelines. We were invited to "represent the best of what Ethiopia had to offer" by showcasing our nation's most famous gift to the world: authentic, specialty coffee.

We set up our full coffee showcase, and the response was truly humbling. We had the opportunity to connect with hundreds of people, from players resting between matches to families enjoying the day. We didn't just serve coffee; we shared the stories, traditions, and cultural significance behind every cup.

The feedback was incredible. We heard time and again that participants were "very delighted to experience the exquisite taste" of true Ethiopian coffee. More importantly, they were excited to "learn about the cultural aspects" and the history that makes our coffee ceremony a pillar of community.

It was a powerful reminder that coffee is more than a drink—it's a bridge. It connects us, starts conversations, and provides a warm, welcoming space for people to gather.

We are so grateful to the African Sports & Cultural Alliance for their partnership and for inviting us to be a part of such an important community event. It was a perfect blend of sport and culture, and we can't wait to see this wonderful tournament continue to grow!