ICONS: Jooyeon Jeon

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Jooyeon Jeon, Director of MOMOS COFFEE in Busan, South Korea, is the 2019 World Barista Champion and the second ICON to be featured in our subscription service!  The architect of one of the most progressive, innovative, and engaging barista competition routines in years, Jooyeon is in a league of her own.

Jooyeon began her coffee career 13 years ago, with the company she's still working at -- MOMOS COFFEE.  What started as a part-time job recommended to her by a friend, became much more when she discovered the joys of preparing coffees and serving customers with a philosophy that she shared with the founder of the company.  Even at the beginning, she could feel the potential of specialty coffee and the potential of her team. 

In her own words, "I love coffee; but I love my company and my colleagues more than coffee."  This insight into her perspectives on how coffee connects people together manifested itself as one of the core themes during her WBC-winning routine, where she gathered the judges "as friends" and broke down the natural barrier between judge and competitor (the service table) while presenting an academic routine filled with information on how carbohydrates in coffee affected the taste balance when drinking coffee.

Her rise to the top has not come suddenly; in fact, you could say that it was the opposite.  Jooyeon had competed in her national competition six times over seven years before winning her first South Korea Barista Championship title - in 2018 on her seventh try.  She made it to the 2018 World Barista Championships semi-finals round, but didn't advance into the finals.  She successfully defended her title in 2019 in South Korea, and ended up winning the 2019 World Barista Championship.

Through her years of competing in national and world competitions, Jooyeon has spent months and months with her team combing through sample after sample, searching for the ideal coffee that would give her the highest scores and best impression with the judges.  Through this process, she has come to the winning combination of Ecuador as the origin, and Sidra as the variety.

"Ecuador is one of the more unknown places in South America for coffee, maybe more than any other region, even though it has a lot of potential for specialty coffeeI could feel not only the quality of the coffee here, but also the essential meaning of specialty coffee, the sustainability of the specialty coffee."

"I've met a lot of young farm owners in EcuadorThey think coffee production alone can make a lot of money. That's why I was able to meet many producers who were scientifically and systematically engaged in coffee farming. I think this is also a big role for the Auction, the Taza Dorada, played in EcuadorThis coffee I choose is from a young woman farmer and her sisters. It is also coffee that placed No. 1 and No. 2 in the 2019 Taza Dorada."

"The Sidra variety was first started in Ecuador and is characterised by the sweetness of the hybridisation of bourbon and typica. It’s the same variety of coffee that I chose for the 2019 World Barista Championships.  Coffee has a variety of flavours. Isn't it sweetness that everyone likes?"

"So, I chose coffee that best conveys sweetness for my selection for Cupping Room's ICONS subscription box."

Thank you, Jooyeon!

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