This week marks the launch of the “Pacamara Week” in Japan, a collaborative effort between the Salvadoran diplomatic representation and the Salvadoran Coffee Institute (ISC), aimed at promoting and commercializing Salvadoran coffee in the Japanese market.
From January 22 to 28, Café El Salvador will be featured in 13 cafes and retail outlets across 10 Japanese cities, allowing consumers to experience the quality of Salvadoran coffee. The participating establishments include Aoma Coffee, Lilo Coffee Roasters, Coyote Coffee, Woodberry Coffee Roasters, Leaves Coffee Roasters, Coffee County, Basking Coffee, Akito Coffee, Gluck Coffee Spot, Kariomons Coffee, Oniyanma Coffee, Salvador Coffee, and The Coffee Shop Humming Coffee.
The event not only focuses on showcasing the national aromatic coffee but also aims to shed light on the history of the pacamara variety. This 100% Salvadoran coffee has gained recognition for its exotic flavor notes, earning prestigious awards such as the Taza de la Excelencia.
In line with the country’s commercial diplomacy strategy, this initiative seeks to position Salvadoran products globally. According to the Central Reserve Bank (BCR), coffee exports from El Salvador totaled $145.5 million between January and November 2023. This amounted to 627,000 quintals, with an average price of $232.17 per quintal.
El Salvador’s coffee, known for its quality, is currently exported to 40 destinations worldwide. The leading consumers include the United States, Belgium, Germany, Japan, Italy, the United Kingdom, and South Korea. The Ministry of Foreign Affairs also revealed ongoing negotiations to introduce Salvadoran coffee to countries such as India, China, Uruguay, the Netherlands, and others.
India, with its significant annual coffee consumption of around 120,000 tons, is considered a potential major buyer. The “Pacamara Week” not only serves as a promotional platform for Salvadoran coffee but also as a strategic move to further expand the country’s presence in the global coffee market.