THE aromatic scent of coffee, with its floral and nutty notes, wafts through the bustling atrium of 1 Utama Shopping Centre in Petaling Jaya, Selangor.
Its irresistible fragrance lures coffee enthusiasts like bee to honey to the many booths that are spread out around the 929 square metres of event floor space. Skilled baristas tempt those who pass with a free cup of java, much to their delight. And if you happen to like what you taste, you can easily purchase a pack to bring home.
This is the second year running for the Malaysia Coffee Fest, organised by CEMS Conference & Exhibition (Malaysia), the very same people behind the popular Cafe Asia exhibition that caters strictly to businesses and those in the caffeine industry.
“I believe that people, especially consumers, are more aware of what constitutes quality coffee and they appreciate higher quality products more nowadays. Many also seem to be slowly shunning the 3-in-1 soluble coffee and are going for specialty coffee beans instead,” shares Steven Tan, general manager of CEMS Conference & Exhibition when I finally get the chance to corner him for some insights.
In addition, he explains that consumers now have higher purchasing power and are more inclined to spend it on specialty and exotic coffee beans. “So, to have them interact directly with the coffee roasters and exhibitors I hope will somewhat help elevate the coffee industry in this country,” he says.
CAPTURING THE AUDIENCE
The consumer-based coffee event featured 96 coffee brands. Besides showcasing the best coffee in the country from established and up-and-coming roasters and cafes, in addition to a handful of tea brands, coffee fans were also treated to a rare showcase of creativity and skill in a cup from the Malaysia Open Latte Art Championship 2018 and the Malaysia Open Barista Championship 2018.
The inaugural Roastedly Open Drip Bag Coffee Championship saw the winner, Hong Kok Yin, walking away with RM15,000 in cash.
Adding to the excitement were educational talks and workshops conducted by respected experts in the field from around the country. Coffee enthusiasts got the opportunity to learn more about how to select the best beans, discern the difference between fresh and stale coffee, discover the origins of beans, how they differ in taste and more.
UNDERSTANDING MY JAVA
It’s only a Thursday afternoon but that hasn’t deterred both the young and old to mill around the event floor. No one seems to be in any hurry to do any shopping or make their way back to work.
The sound of coffee machines whirring is like music to my ears. My senses guided by the heady scents emanating from the various javas, I wade my way through the throng and towards a booth in the corner.
It’s then that I chance upon an assortment of machines lined on a table in front of me that certainly wouldn’t look out of place in a science lab.
The smiling owner, Yip Leong Sum, greets me before ushering me into her humble little space. I duly discover that she’s the master roaster and founder of Bean Depot cafe and coffee roaster, as well as the president of the Malaysia Specialty Coffee Association.
Being the president, she has the important role of being the host of this year’s Malaysia Coffee Fest. She’s here to play educator and advisor on all things coffee related for beginners.
“I’ve been dabbling in coffee since 2009 and have done a lot of research and self-learning so that I can serve up the best brew and roast the best quality beans,” confides the affable Yip adds: “And honestly, there’s still much to learn. But I’m more than happy to share what I know. I’ll do whatever it takes to elevate the public’s knowledge and hopefully, this will help deepen their appreciation of quality coffee.”
Formerly a human resource executive, the Ipoh-born Yip continues: “What I teach isn’t complicated. As long as my students understand how good quality coffee should taste like, how it should be brewed and how it should be indulged, I’m happy because that’s half the battle won.”
Besides that, she wants to cultivate a sense of greater respect for the barista profession. “I want to break this stereotype of baristas. People think that this profession only befits school dropouts. We need to change this image and make the occupation on par with other professional jobs such as bankers and lawyers,” adds Yip, her expression earnest.
Her voice low, she shares: “I’ve seen the light shining in some baristas’ eyes when they make that perfect cup of latte or cappuccino. So, why is it that they cannot be proud of what they do?”
Before taking my leave to check on the other booths, Yip leaves me with something to ponder. “At the end of the day, when you need advice about finance you head to a bank. So, when you need advice about coffee, you have to go to a cafe. And I always believe the person standing behind the bar is a professional in his or her own right, and they should be accorded the same kind of respect as you would other professionals. It’s only right, no?” concludes Yip, with a small smile.
WHAT’S BREWING?
Victor Leong, Managing Director of Lighthouse Coffee, Penang
“We started this coffee roaster and academy since 2007 in Penang and we have personally trained a number of award-winning baristas.
“When we first started in the specialty coffee industry, it was rather tough for nobody really cared about the quality of coffee or the skills needed to make a good cup of joe. It has only been recently that we’ve been seeing a shift in perception.
“The third wave of coffee culture saw a rise in specialty cafes – a positive growth for the industry. However, it’s rumoured that the next fourth wave of coffee culture will see a rise in home baristas, where consumers are bringing quality beans and coffee back to the home. Even as the wind changes, I’m certain that it will not dent the café or old-styled kopitiam business in the country. I believe this will drive the industry further as well as expand its reach.”
Yong Kok Thong, Founder of Brew N Bread, Kota Kemuning, Selangor
“We import a variety of coffee beans directly from the origins and we have more than 20 different offerings. Being in the industry for more than eight years has given us the chance to conduct thorough research and produce innovative coffee offerings.
“Our precious blends of coffee can be bought in either bean form, grinded bean form or even in the latest invention – drip bag form. We’re also the only one in the country so far to provide personalised blends service that can be taken home with no extra fees imposed.
“The drip bag style is the latest trend in the industry. It’s the most convenient method for procuring the best java at home.
“Made popular in Japan and Taiwan, the drip bags are akin to a hybrid of our old-style kopi uncang (coffee pouch) with specialty coffee grinds. It’s a more sophisticated way of appreciating quality coffee in your home.”
Welson Ang, Roastedly, Singapore
“We only sell coffee drip bags that are specially packed and ready for consumption by just pouring hot water through the coffee grinds.
“Essentially, we’re the company bridging the gap between coffee roasters and consumers. In each of our boxes there are five different coffee origins that coffee lovers can try. And if you like a specific taste, you can easily scan the QR code on the packet and instantly order it online. Your purchases will arrive at your doorstep in no time!
“These drip bags are an easy-to-go option and it does help elevate the old-style uncang. That said I’m very sure that our business will not cut out the cafes that are still mushrooming in the region.
“Bringing home a drip bag coffee and having your coffee made by a professional is still very different in terms of experience and taste. However, I’m certain that this new innovation will one day outsell or overtake the instant coffee market as consumers become more informed and appreciative of coffee quality and taste.”