Picture this: A humble Malaysian barista steps onto the global spotlight, brewing not just coffee, but a nation's dreams into reality, proving that passion and precision can conquer the world. It's a tale that stirs the soul and ignites curiosity about what true craftsmanship looks like.
Jason Loo clinched an impressive 4th-place position at the World Barista Championship 2025 in Milan, surpassing all previous Malaysian records in this prestigious event.
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By Kenny Mah
Thursday, 23 Oct 2025 9:03 AM MYT
MILAN, Oct 23 — As Jason Loo approached the dazzling platform of the World Barista Championship 2025 in Milan, he wasn't just lugging around coffee beans and espresso gadgets—he was embodying the aspirations of an entire country.
With four national victories under his belt from the Malaysia Barista Championship (in 2013, 2015, 2017, and 2024), he returned with a remarkable 4th-place result, the best ever achieved by a Malaysian participant.
It was an achievement that seemed both meticulously built over time and destined to happen.
Imagine the artistry of pouring coffee with exactness and flair.
Years dedicated to honing skills, playing with tastes, and weaving narratives through each brew culminated in this singular performance.
Reflecting on it, Jason shares, “It still seems unreal. Representing Malaysia on that platform felt incredibly unique. I'm honored by the progress our coffee community has made—it's a memory I'll cherish forever.”
Jason isn't new to pioneering paths. Back in 2015, he became the inaugural Malaysian to enter the World Barista Championship, paving the way for countless others.
A full decade on, his 4th-place triumph in Milan wasn't just personal glory; it symbolized the blossoming of Malaysia's specialty coffee industry.
At first, the focus was purely on mastering techniques and striving for perfection—but Jason evolved: “Coffee transformed into something beyond a skill; it's my means of self-expression and forging connections. I've come to view competitions as opportunities for development and collaboration, not merely victories.”
This shift—from meticulous accuracy to meaningful intent—demonstrates the deepening sophistication of his artistry.
But here's where it gets controversial: Is the emphasis on 'storytelling' in coffee competitions elevating the craft, or is it overshadowing the pure science of brewing? Some purists argue that theatrical narratives distract from the beans themselves, while others see it as the heart of what makes coffee cultural. What do you think?
During WBC 2025, Jason's bean selections and his storyline mirrored his roots and aspirations just as vividly. “My approach centered on harmony,” he elaborates. “This year's performance drew from my character and personal evolution.”
For beginners, think of pulling espresso as the precise extraction of coffee's essence under pressure—it's like drawing out the soul of the bean!
He incorporated Panama Geisha (a refined and graceful variety) from Finca Nuguo to represent his reserved nature, alongside Malaysian Liberica (robust and vibrant) beans from Johor's MyLiberica to capture his outgoing side.
“In my routine, I explored self-recognition through the espresso segment with Panama Geisha, embraced development in the milk-based drink using a mix of Liberica and Geisha, and celebrated change in the signature drink with the same blend,” he explains.
Central to Jason's display was a straightforward yet impactful lesson: remain authentic while embracing growth.
This ethos shone through in the collaborative effort supporting his win. Jason's key supporters included coach Surender Kumar (Suren), Malaysia Barista Champion 2023; Jimmy Leong and Loo Choy Leng (Leng Leng) from Afloat Coffee Roaster, who managed roasting and sensory evaluations; plus producers Jason Liew of MyLiberica and José “Pocho” Gallardo of Finca Nuguo.
Collectively, they connected regions, tastes, and mindsets to create a presentation that was unmistakably Malaysian yet universally appealing.
The Malaysian squad (left to right): Loo Choy Leng (Leng Leng), Jason Loo, Jimmy Leong, and Surender Kumar (Suren).
The bond between Jason and Suren held particular significance. Just two years prior, in 2023, Jason had mentored Suren at the Malaysia Barista Championship.
“Through that experience,” Suren remembers, “we both saw that Jason had untapped potential left on the competitive scene. After guiding so many, it was his turn to shine—and we switched roles.”
As a mentor, Suren balanced strictness with compassion. “I ensured Jason was fully prepared—fine-tuning flavors, conducting team tastings, building mental resilience, and polishing his presentation skills,” he notes. “It was all about empowering him to narrate his tale with assurance.”
In the background, Jimmy and Leng Leng concentrated on maximizing each bean's qualities. “The Malaysia Liberica and Panama Geisha were roasted following distinct methods,” Leng Leng points out.
“But the goal was unified—maximizing sweetness without sacrificing balance in acidity, bitterness, or texture.”
This coffee journey narrated a Malaysian saga—from earth to cup—and presented global adjudicators with something genuine and surprising.
And this is the part most people miss: How do cultural beans like Malaysian Liberica challenge the dominance of Ethiopian or Colombian varieties in competitions? Is it a fair playing field, or does it highlight biases in judging? Share your views below—does 'local' trump 'global' in coffee excellence?
“It holds deep significance,” Jason affirms. “I hope this motivates more Malaysian baristas to trust we can match the elite worldwide. It showcases our industry's maturation and limitless future.”
Leng Leng chimes in, “We aimed for the top six, and our aspiration materialized. It was serene, composed—and absolutely delightful!”
Looking ahead, what's next for Jason? He's already shifting focus outward.
“For now, I'm dedicated to contributing back—imparting knowledge and aiding others' paths,” he states. “Be it through guidance or partnerships, I aim to propel the upcoming talent to new frontiers. I have faith in our sector's possibilities.”
The legacy of Malaysian coffee is now shared—not with one heir, but with a wave of aspiring innovators.
A grin that 'inspires more Malaysian baristas to believe that we can stand shoulder to shoulder with the world’s best'.
For Malaysia, Jason's feat validates our long-held conviction: Our baristas, beans, and tales merit recognition not only domestically, but internationally. This was when Malaysian coffee uncovered its voice—and the globe tuned in.
What are your thoughts? Do you believe Jason's success is a game-changer for Malaysia's coffee scene, or is it just one person's spotlight moment? Could emphasizing personal growth in competitions make them more inclusive, or does it dilute the focus on pure brewing skills? Agree or disagree in the comments—let's discuss!
