Brazil's Specialty Coffee Association will take part in Japan's 1st Specialty Coffee Conference and Fair which opens in Tokyo on November 7 and later explore the South Korean market.
"Japan is a major specialty coffee market and growing quickly especially among young consumers who are willing to pay for high quality coffee," BSCA President Jose Francisco Pereira told Reuters by phone on Friday.
Speaking from his farm in south Minas, Pereira added that the BSCA will also join a Brazilian trade mission to South Korea.
"South Koreans have a similar lifestyle to the Japanese and appreciate good coffee," he said.
BSCA will also next week send certified specialty coffee samples to Russian and German importers - Russian Coffee and Tea Co and Interamerican respectively - following a promotion at a coffee fair in Hamburg in September and a visit by Russian roasters to Brazil in July.
Pereira said that both countries are enormous potential markets with a large number of coffee shops through which to market top grade coffee.
Specialty coffee is a niche market of around 6 million 60-kg bags annually compared with world demand of some 115 million bags this year. But it is the fastest growing segment, expanding by 10 percent annually compared with only around 1 percent growth by traditional coffee.
Brazil is expected to export 1 million bags of specialty coffee, 60 percent by BSCA members, out of total projected exports of some 26 million bags.