A Sip of Southeast Asia: Recapping the SEA Green Coffee World Tour in Tokyo

What a day! On Sunday 1st Dec 2024, in collaboration with HQJ School, one of Asia’s premier SCA-certified coffee academies and a Coffee Quality Institute (CQI) partner, we had the privilege of hosting the Southeast Asia Green Coffee World Tour right here in Tokyo. This exciting event brought together some of the brightest minds and most talented professionals in the coffee world, and we couldn’t be more thrilled with how it turned out.

Our special guest ambassadors—Sam Choi, World Coffee Roasting Champion Judge, certified Q grader, and educator extraordinaire, and Bella Pham, 2024 World Barista Championship Semi-Finalist—set the stage for an unforgettable experience. Bella’s impressive track record as both the 2023 Vietnam Barista Champion and 2020 Vietnam Brewers Cup Champion only added to the excitement. Together, they helped us shine a light on the incredible coffee potential of Southeast Asia.

Bella Pham, 2024 World Barista Championship Semi-Finalist

A Taste of Southeast Asia

At the heart of the event was a cupping session featuring the Top 10 Arabica and Top 10 Fine Robusta beans from the SEA Green Beans Competition 2024. Attendees—from Q graders to café owners to coffee enthusiasts from Japan, Australia, Vietnam, Korea, Italy, and beyond—explored the complex flavors and aromas that Southeast Asian coffee has to offer. The beans told a story of their origins: the lush farms of Thailand, Vietnam, Indonesia, and the Philippines, regions too often overshadowed by the Colombias and Ethiopias of the world.

The cupping session was followed by a guest barista showcase featuring Bella Pham. Using Colombian Gesha beans—the very same beans she used at the 2024 World Barista Championship—Bella crafted coffee that was nothing short of extraordinary. Her precision, technique, and deep knowledge of the beans shone through as attendees watched her in action. The result was a cup of coffee that truly highlighted the complexity and elegance of Gesha, leaving everyone inspired and, quite simply, amazed.

The event was more than just a coffee tasting—it was a celebration of coffee culture and a chance to connect. Attendees gained insights into Southeast Asia’s coffee production, experienced the exceptional flavors of specialty coffee from the region, and enjoyed competition-level brews crafted by world-class baristas. It was also a great opportunity to meet fellow coffee enthusiasts and walk away with a deeper appreciation for the rich and diverse coffee traditions of Southeast Asia.

A Huge Thank You

A special shoutout to Post Coffee in Shimokitazawa for hosting us in their fantastic venue and providing top-notch equipment to make this event possible. Shimokitazawa’s vibrant energy was the perfect backdrop for this global celebration of coffee.

Thank you to everyone who joined us on this journey. Together, we’re raising the profile of Southeast Asian coffee and celebrating the artistry and hard work behind every bean. Here’s to more events like this—spreading the love for coffee, one cup at a time!

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