Coffee Talk With World Barista Champion Boram Um

The world of coffee recently buzzed with excitement as Boram Um, the 2023 World Barista Champion, visited the country for WOFEX 2024. As the son of Korean immigrants who ventured into coffee farming in Brazil, Boram's passion for coffee is deeply rooted in his family's legacy. His expertise spans from cultivating beans on their family farm to crafting award-winning brews at their six cafes in Brazil.

Sparked by a single cup

We caught up with Boram at the event, where he shared his passion and expertise during a meet-and-greet and bar takeover. For Boram, coffee isn't just a drink; it's an experience that begins with the bean and culminates in the perfect cup.

"I started really getting into coffee when I was in college," Boram recalls. His journey began with a fateful encounter with a single-origin espresso that sparked a lifelong passion. "It's the first time I tasted jasmine and orange flavors in coffee, and that kind of sparked my interest in the industry," he shares. This newfound fascination led him back to his family's coffee farm, where he honed his skills as a Q-grader, ensuring the quality of their beans. "The coffee farming component from our family started much later as well," Boram explains. "We've been farming coffee for about 20 years, and coffee production is a generational business in Brazil. In many other countries, people would be coffee farmers in the third or fourth generation. So for us, it's quite new as well."

Coffee: a world of flavor rooted in culture

Boram's extensive experience has given him a deep understanding of coffee and the trends shaping the industry. He recognizes the significant role that culture plays in shaping coffee preferences around the world. "Every country has a different taste in coffee, and this is highly reflected in the cuisine and how people eat."

In Brazil, dark roasts are the norm, influenced by Italian traditions that favor intense sweetness, body, and texture. However, Boram emphasizes that Brazil is also a hub for innovation, leading the way in developing new bean varieties, particularly those with low or naturally reduced caffeine content. He highlights varieties like Aramosa, which has 0.5 to 0.7 percent caffeine, and Laurina, which offers unique flavors and caters to the increasing demand for low-caffeine options​.

From bean to cup: the barista’s role

For Boram, the journey from bean to cup is an art form, and the barista plays a crucial role in crafting the perfect coffee experience. "If they're able to explain coffee really well, or portray a lot of knowledge about coffee, there's a good chance that coffee will be very good."

He believes that a knowledgeable and passionate barista can elevate a simple cup of coffee into a memorable experience. He encourages coffee lovers to engage with their baristas, asking about the origin of the beans, the flavor profile, and the brewing method. "Normally, I ask them about the coffee they are serving," Boram explains. "It’s not really about the recipe or extraction; it is understanding if they have a little bit of knowledge about what they are serving, where it comes from, and what flavors I should be looking for in the coffee. That simply means that the barista has at least tasted the coffee before, and I think that’s a good indication that the coffee shop really cares about quality."

Boram's go-to coffee brew is espresso, which he considers the purest expression of coffee. However, at home, he enjoys the simplicity and versatility of pour-over brewing. "Pour-overs," he notes, "allow you to extract a lot more of the coffee, more clean flavors, more complexity."

Enhancing your coffee experience

Boram's approach to coffee goes beyond the beans and brewing methods. He believes that the cup you drink from can significantly impact your overall enjoyment. "Everything in terms of our sensory experiences starts with our eyes, and what we look at affects how we taste things."

He experiments with a variety of cup shapes and sizes, noting that taller, narrower cups can concentrate aromas, much like champagne flutes. "So you’ll feel things more intensely, just like, for example, if you drink champagne, why is it served in a flute cup, right? It’s to bring out the intensity of the drink, so it’s the same concept."

Whether you're a seasoned coffee connoisseur or just beginning your journey, Boram’s insights offer a deeper appreciation for the art and science of coffee. So, the next time you savor a cup, take a moment to consider the beans, the brew, and the vessel. By paying attention to these details, you can unlock a new level of enjoyment in your daily brew.

Lead photos: Instagram / @boramum