Bangkok, May 7–9, 2026
The Italian Cultural Institute in Bangkok, in collaboration with the Embassy of Italy in Thailand, is proud to announce its participation in the World of Coffee (WOC) 2026. This presence comes at a time of extraordinary prestige for the promotion of Italian culture in Southeast Asia.
The Italian Cultural Institute in Bangkok was named the winner of the fourth edition of the “Capitals of Italian Creativity in the World” competition, thanks to the multidisciplinary project “Italia Reloaded: Tradition, Aesthetics, and Innovation between Taste and Memory.” Central to this program is “Sip of Italy,” a multidisciplinary event dedicated to the world of coffee, explored through its cultural, social, and sensory dimensions, with the exhibition “Passione Italiana: L’Arte dell’Espresso” serving as its centerpiece.
At World of Coffee (WOC) 2026 in Bangkok, the Italian Cultural Institute is joined by two leading entities representing the excellence of Italian roasting through complementary approaches: historic Sicilian artisanal mastery and global leadership based on the science of taste.
Morettino Caffè Specialty 100% Arabica / Monorigini e Blends – Morettino
Founded in Palermo in 1920, Morettino is a historic roastery that has spanned four generations, evolving from a small artisanal workshop into an international symbol of gourmet coffee. The company’s profile is distinguished by meticulous control over the entire supply chain, characterized by a slow and separate roasting process for each individual variety of bean, aimed at preserving the original aromatic profile.
Morettino has garnered the attention of the global scientific and gastronomic community for its pioneering experimental cultivation project: the creation of the first native coffee plantation in Sicily. Challenging the boundaries of the “Coffee Belt,” the company has successfully grown coffee plants in open fields in Palermo, achieving a “zero-km” harvest that combines tropical botanical characteristics with the Mediterranean terroir. In addition to production, the family manages the Morettino Coffee Museum, one of the richest collections in Europe, documenting the technical and social evolution of the beverage.
illy Coffee (Italasia) Caffè espresso, macchine da caffè e tazzine da caffè – illy
illy Coffee, established in Trieste in 1933, is recognized worldwide for its commitment to creating a single blend composed of nine varieties of pure Arabica. The company revolutionized the industry through fundamental technical innovations, such as pressurization—a patented system that preserves aromas within the packaging using high-pressure inert gas—and the invention of the Illetta, the progenitor of modern espresso machines. The illy profile is intrinsically linked to contemporary art through the illy Art Collection, where the iconic white cup designed by Matteo Thun becomes a canvas for internationally renowned artists.
In Thailand, illy operates in synergy with Italasia, a leader in the distribution of Made in Italy products with a capillary network consolidated over sixty years of activity. Italasia ensures the management of illy’s quality in the Asian market through the Università del Caffè, a training hub offering technical specialization for baristas and hospitality professionals. Together, these two entities lead the high-end HORECA sector, integrating Triestine technology with a deep knowledge of distribution dynamics and the needs of the Southeast Asian market.
A Cultural Bridge between Italy and Thailand
Through its participation in World of Coffee, the Institute does not merely celebrate a product but promotes coffee as a platform for dialogue. The “Italia Reloaded” project demonstrates how Italian historical memory and aesthetics can constantly renew themselves while meeting Thai taste and creativity.
Visitors to WOC will be able to delve into the themes of the “Passione Italiana” exhibition, discovering how a daily ritual can be transformed into an engine of cultural diplomacy, capable of uniting design, social history, and a commitment to the future.
“Being named a Capital of Italian Creativity in the World for 2026 is an honor that allows us to narrate the story of coffee with unprecedented depth,” emphasizes the Direction of the Institute. “With Morettino and illy (Italasia), we bring to WOC not only the aroma of espresso but all the mastery and passion that make our lifestyle unique.”
