ADDIS ABABA — QAHWA WORLD
Ethiopian communications firm Adsolute Communications is launching “Addis Ababa: The World’s Coffee Capital”, a campaign highlighting the Ethiopian capital as a destination for experiencing the country’s coffee culture, from traditional coffee ceremonies and neighbourhood buna spots to cafés, roasters and emerging coffee experiences across the city.
The campaign will be presented at Oromia Tourism Week on 30 September, one day before International Coffee Day.
Coffee occupies a distinctive place in Ethiopian daily life and identity. In Addis Ababa, it is experienced not simply as a beverage, but through the social rituals, spaces and communities built around it.
“Addis doesn’t need to invent a coffee identity,” said Tewodros Balcha Mulisa, Founder and General Manager of Adsolute Communications. “It already has one. The opportunity is to make that experience more visible and easier for visitors to discover — and to connect the city’s coffee culture with the wider Ethiopian coffee story.”
The campaign proposes a tourism narrative built around this existing ecosystem, linking Addis Ababa’s coffee ceremonies, cafés, roasters and emerging attractions such as Coffee Park & planned Ethiopian coffee museum with Ethiopia’s wider coffee-growing landscape and origin story.
Adsolute has previously worked on coffee-focused initiatives in Ethiopia, including its COFE Fest/Coffee Origins Festival activities around International Coffee Day since 2024 presented at the annual Oromia Tourism Week. The company also continues to connect Ethiopian coffee stories with international audiences through its Buna Kurs coffee media desk.
The initiative is intended as a city-branding and tourism communications proposition, encouraging greater international attention to Addis Ababa and the people, businesses and destinations that shape its coffee scene.
“Coffee gives Addis something very tangible to invite the world into,” said Mulisa. “You can experience it right from the airport, in a home, on the street, in a café, at a roastery or through the landscapes where the coffee itself is grown. That range is part of the story.”
The campaign will be developed through media storytelling, digital content and partnerships designed to bring greater international visibility to Addis Ababa’s coffee scene and the wider destinations connected to it.
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