Meet the SCA Experience Lounge at SCAJ 2025

In case you missed it, we are excited to be bringing the Experience Lounge to this year’s SCAJ Conference in Tokyo. This new initiative is designed to bring the Coffee Value Assessment (CVA) to life for both professionals and consumers, creating a space for learning, connection, and engagement.

Following the success of the innagural Experience Lounge at Thailand Coffee Festival in June, visitors will be able to experience the same interactive excitement to Tokyo. The event runs from Wednesday September 24 to Saturday September 27, 2025 at Tokyo Big Sight. You’ll find the SCA Experience Lounge in South Halls 3&4 from 10 am - 5 pm the first three days, and 10 am - 4 pm on the final day.

Highlights of the Experience Lounge

Interactive CVA Activation:
- Attendees will explore coffee aromas and flavors through guided and self-directed activities led by trained volunteers, ASTs, and CVA trainers. Large-scale CVA forms and simple, color-coded sticker assessments will make the experience accessible and memorable.
Guest Baristas & Brewers:
- Internationally recognized baristas will lead sessions that integrate CVA principles into their presentations, offering visitors a unique perspective on coffee quality evaluation.
Cup of Excellence at the Bar:
- Each day will feature award-winning coffees from Cup of Excellence (COE), presented through the CVA framework by Cup of Excellence and Alliance for Coffee Excellence staff and partners.
Flavor Wheel Photo Station
- A dedicated backdrop featuring the SCA Flavor Wheel and “Make Coffee Better” message will offer an interactive and shareable experience.