In Italy, we're well aware of the central role played by coffee in our culture. The various rituals, habits, and unwritten rules that regulate one of the few things that Italians really have in common. To a foreigner's eyes, Italians have a religious relationship with coffee. In Ethiopia, even more so. Quite apart from all the different types of coffee produced in the country (in the pavilion you'll find all the relevant explanations), this drink has a key role when it comes to hospitality (for Ethiopians, something fundamental). Drinking coffee is a sophisticated and complex ceremony. Like the tea ceremony in Japan (but – we can't understand why – much less famous). Be that as it may, in the Ethiopian Pavilion there is an opportunity to take part in this extraordinary ceremony. A simple enough idea (explaining to foreigners the symbolic and relational value of a coffee bean), that few have had, however. We might say: a great example of ritual design. The most incredible thing is that to the traditional coffee, they accompany pop corn. To our surprised faces the very nice lady replies that is the tradition: her mother has always drink coffee with this delicious food. While we munch we can’t help thinking to different concepts (and timelines) referred to the idea of “tradition”.