MILAN, Oct 23 — When Jason Loo stepped up to the gleaming stage at the World Barista Championship 2025 in Milan, he carried more than beans and espresso machines—he carried Malaysia’s hopes.
Having previously secured four national titles (2013, 2015, 2017 and 2024) at the Malaysia Barista Championship, he now brought home a staggering 4th-place finish: the highest ever for a Malaysian competitor.
It was a moment that felt both long in the making and utterly inevitable.
The years of refining technique, experimenting with flavour, and telling stories through coffee had coalesced on one stage.
As Jason reflects, “It still feels surreal. Standing on that stage representing Malaysia was truly special. I’m proud of how far we’ve come as a coffee community — it’s a moment I’ll always carry with me.”
Jason is no stranger to breaking new ground. In 2015, he became the first Malaysian ever to compete at the World Barista Championship, setting a precedent for others to follow.
A decade later, his 4th-place finish in Milan marked not only a personal triumph but also a milestone for Malaysia’s growing specialty coffee scene.
In the beginning, it might have been all about technique and trying to “get it right” — but Jason found himself slowly growing over the years: “Coffee has become more than just a craft; it’s a way of expressing myself and connecting with people. I’ve learned to see competition not just as winning, but as a journey of growth and sharing.”
It is this evolution — from precision to purpose — that marks the maturity of his craft.
At WBC 2025, Jason’s choice of bean and his narrative revealed as much about his origins as it did about his ambitions. “My routine focused on the idea of balance,” he explains. “This year’s routine was inspired by the idea of my personality and journey of growth.”
He used Panama Geisha (delicate and elegant) from Finca Nuguo to reflect his introverted side, and Malaysian Liberica (bold and expressive) beans from Johor’s MyLiberica to reflect his extroverted half.
“From this, I shared my journey of growth—acknowledging myself in the espresso course using the Panama Geisha, practising growth in the milk beverage course using a blend of Liberica and Geisha, and transformation in my signature beverage course using the blend as well.”
At the heart of Jason’s performance was a simple but powerful message: stay true to yourself, while continuing to grow.
That philosophy was mirrored in the teamwork behind his success. Jason’s core team included his coach Surender Kumar (Suren), Malaysia Barista Champion 2023; Jimmy Leong and Loo Choy Leng (Leng Leng) from Afloat Coffee Roaster, who handled roasting and tasting; as well as producers Jason Liew of MyLiberica and José “Pocho” Gallardo of Finca Nuguo.
Together, they bridged continents, flavours, and philosophies to craft a routine that felt deeply Malaysian yet globally resonant.
The partnership between Jason and Suren carried special meaning. Just two years earlier, in 2023, Jason had been Suren’s coach at the Malaysia Barista Championship.
“During that campaign,” Suren recalls, “we both realised Jason still had more to say on the competition stage. After years of guiding others, it was time for him to return — and this time, we decided to swap roles.”
As a coach, Suren approached the task with discipline and empathy. “My job was to make sure Jason was ready in every dimension — from flavour calibration and tasting sessions with the team, to mental preparation and refining his stage delivery,” he explains. “It was about helping him bring his story to life with confidence.”
Meanwhile, behind the scenes, Jimmy and Leng Leng focused on unlocking each bean’s potential. “The Malaysia Liberica and Panama Geisha were roasted with very different philosophies,” she says.
“But both aimed for the same destination — achieving the highest sweetness possible while keeping acidity, bitterness and tactile sensation in perfect balance.”
That coffee told a Malaysian story — from soil to sip — and offered international judges something both authentic and unexpected.
“It means a lot,” Jason says. “I hope this inspires more Malaysian baristas to believe that we can stand shoulder to shoulder with the world’s best. It’s a reflection of how far our local scene has grown and how much potential we still have ahead.”
Leng Leng adds, “We came with a goal to be in the top six, and our dream came true. It just felt very peaceful and calm — and yes, joyful!”
And after reaching such heights, what comes next? Jason is already turning outward.
“Right now, I’m focused on giving back — sharing what I’ve learned and supporting others on their journey,” he says. “Whether it’s mentoring or collaborating, I want to help the next generation push the boundaries even further. I believe in the potential within our industry.”
The baton of Malaysian coffee has been passed — not to a single successor, but to a whole generation of dreamers.
For Malaysia, Jason’s achievement reaffirms what we’ve always believed: that our baristas, our beans, and our stories deserve a place not just at home, but on the global stage. This was the moment Malaysian coffee found its voice — and the world finally listened.
