‘Road to Asu Coffee Fest’ is a five-part storytelling series by The Asunción Times, leading up to the lively Asu Coffee Fest, Paraguay’s premier coffee celebration on July 12 and 13 2025. Guided by Sol and Diego, two passionate coffee enthusiasts exploring the heart of Paraguay’s specialty coffee scene, this series combines exclusive one-on-one interviews, and experiential storytelling. Join Diego Mazacotte in Episode 5, about Asu Coffee Fest 2025: The must-attend event for coffee lovers In Paraguay
Since its first edition in 2016, Asu Coffee Fest has established itself as the event of reference for coffee culture in Paraguay. What was born as an initiative of two event producers, Juanjo López, and Laura Doldán, driven by their love for coffee, is today transformed into a multi-sensory and community experience that brings together local and international brands, baristas, roasters, and, above all, a loyal audience of coffee lovers.
In 2025, the festival, taking place on July 12 and 13, from 10 AM to 10 PM at the Ex Casino Ita Enramada, celebrates its eighth edition with a renewed and ambitious proposal that aims not only to celebrate coffee but to position it as a lifestyle.
More than coffee: wellness, knowledge, and culture
According to Juanjo López, co-creator of Asu Coffee Fest, the biggest challenge of organising this type of event has always been to make the public perceive it as valuable and enriching. From the outset, the event aimed to promote the growth of coffee culture through education. The festival will also features workshops, talks, laboratories, tastings, and direct interactions between brands and consumers. “We accompany cultural development through knowledge,” he says.
This year, the festival incorporates a new dimension: the concept of wellness. Inspired by global trends, this edition will include activities such as yoga, breathing techniques, and healthy running. “Wellness represents a healthy way of having fun, of having day parties with a conscience,” explains López. This commitment to wellness makes Asu Coffee Fest much more than a tasting fair: it is an all-round experience event.
Global giants, and local ventures
The festival treats global giants and local ventures equally, without distinction. In its circuit, brands such as Nescafé, Tres Corazones, and Melitta coexist with Paraguayan ventures such as Totem, El Cafetero, Belén, and Café Quinto. All of them roast coffee in Paraguay, and contribute to the growth of conscious and specialised consumption.
Asu Coffee Fest also covers the transversal aspects of the coffee world: the water used, filtering methods, the role of coffee in gastronomy, pastries, drinks, and even beer. This holistic approach creates a space where every detail matters.
A new setting for new experiences
Another major change for the 2025 edition is the venue chosen. The event is held at the Ex Casino Ita Enrramada. This is a space of more than 9,000 square metres, with green areas, viewpoints, and open areas, ideal for integrating the concept of wellness into the festive atmosphere.
After last year’s success at the Port of Asunción, the organisers decided to continue the line of reviving historical spaces of the city, and giving those new meanings through coffee.
An event that is already part of history
The impact of Asu Coffee Fest has not gone unnoticed. In 2024, the festival was declared of national interest by the Paraguayan Senate. It is an unprecedented recognition for a gastronomic event in the country. The festival already had the declarations of tourist and cultural interest, but this milestone elevated the festival to a new institutional level.
“The greatest achievement is not just one,” says López. “It is the satisfaction of seeing that those who buy a ticket leave with new knowledge, with tools to improve their experience at home. And that brands achieve their commercial and human objectives in the same space.’
More than an event, a community
For the organisers, Asu Coffee Fest is a living platform, where every year the challenges are renewed, but also the community that makes it possible is strengthened.
And if he had to define the festival as a variety of coffee, López makes it clear: there is not just one. Asu Coffee Fest is the sum of them all, a complete universe of coffee concentrated in two intense days where work, innovation, origin, and, of course, flavour are celebrated.
Do not miss out!
“If you are a coffee lover, you can not miss an event like this,” says López. And he is not wrong: Asu Coffee Fest brings together everything that makes coffee lovers tick: flavours, stories, knowledge, and community for two unmissable days.
With tickets available on Tuti starting at 145,000 Gs (approximately US$18), the festival offers a full-day experience, seamlessly blending tastings, workshops, wellness activities, and more. For more information, check Asu Coffee Fest on Instagram.
Also read ‘Road to Asu Coffee Fest’ Episode 4: From South Korea to Paraguay: A Woman’s Journey To Elevate Coffee Standards.
