Behind the Scenes
Buzzed on Brews: Second Edition of World of Coffee Asia Takes Over Jakarta
Behind the Scenes
Buzzed on Brews: Second Edition of World of Coffee Asia Takes Over Jakarta

NAME
Rachel Neoh

COMPANY
Bero Coffee Singapore

POSITION/ DEPARTMENT
Corporate Communications Executive

DATE OF BIRTH
August 28

DATE OF FIRST DAY AT NKG
March 1, 2024

WHAT DO YOU LIKE BEST ABOUT WORKING AT NKG?
The stories! Everyone, from producers to colleagues, have such unique experiences and stories in coffee, and it is a privilege to hear, learn, and hopefully relay them the best way I can.

There is an undeniable buzz when people with the same passion meet. Add four walls, keep the coffee flowing, and the buzz electrifies.

World of Coffee opened its inaugural Asia edition in Busan, responding to the region’s rapidly developing industry. This year’s follow-up in Jakarta showed out in equally spectacular fashion from May 16 to 18, with over 400 participants drawing an international crowd in a clash of culture and coffee. The three-day affair was filled with workshops, cupping corners, and the highly-anticipated World Brewers’ Championship, where George Jinyang Peng claimed the top title.

Twenty colleagues across the Group gathered at the premier event – NKG Indonesia Imports hosted APAC Regional CEO Ruben Scholz and representatives from Bero Coffee Singapore, Berindo Jaya, InterAmerican Coffee Australia, NKG Korea, NKG Shanghai and NKG Vietnam. The 54 square-meter booth was outfitted with LED screens, a cupping station, and espresso and brew bars manned by local clients, showcasing their artistry and the Group’s coffees.

With a mix of colleagues of different distinctions in attendance, they each enjoyed the show in their own ways.

There were mixed emotions
while planning for the show:

“We had problems during preparation; things not going as planned, going from plan A to plan B, plan C. And I talked to people before, but not hundreds of people. I need to charge my (social) battery! But the experience was very cool and I was really excited.”

Destiana Wahyu,
Admin Executive, NKG Indonesia Imports

“I like the planning process, discussing the details of everything, and now we are already done with the show, perfecto. I want to celebrate like Cristiano Ronaldo, “Siuuuu!”

Abudin Seh,
Warehouse Supervisor, NKG Indonesia Imports

While coffee was the main event,
connections made were more impactful:

“For me, the best thing is meeting a lot of our Asia Hub colleagues. It’s the best thing for me meeting everyone (for the) first time here, a lot of people I only meet (through) sending e-mails.”

Zhang Lin,
Specialty Trader, NKG Shanghai

“The highlight was definitely the dinner with the NKG team the day before the show began. It was a fantastic opportunity to  meet colleagues from the Asian region, connect and share valuable insights.”

Nicole Cui,
Quality and Lab Coordinator, InterAmerican Coffee Australia

WOC Busan and WOC Jakarta brought different energies:

“There was one more day (in Busan), so it wasn’t as crowded as here. They generate more business. Here, people are more excited about coffee, there are more end-users. Also, here are mostly local small roasters, retails, business to consumers.”

Jorge Wada,
Coffee Manager, NKG Stockler

“We had a huge delegation from the Group; management coming from each origin, which was great to put faces to people. This year, I feel it’s more regional. It’s more Asia-centric, so it gives us greater team spirit and brings us in the region together.”

Woo Chang Su,
Chief Operating Officer, NKG Korea

“Korea is a much more mature market, so this hype of coffee may have been a couple of years ago. Here, you feel like something is going on. You want to be part of it somehow. There’s so much entrepreneurial spirit that I sense that is really impressive. So things are just starting, or have started already, but now it is the ‘boom period’ that is going to come. I really sense it.”

Ruben Scholz,
APAC Regional CEO, NKG Asia Hub

The passion of attendees reinvigorated the team:

“I think in the past few days, I’ve met some customers colleagues and attendees as well. It’s very apparent that everyone here loves coffee, and it’s very inspiring for me. And I think it really shows me that the future of coffee is pretty bright and I’m excited to see what it holds.”

Bryan Bolte,
Management Trainee, Neumann Gruppe Asia

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Neumann Gruppe GmbH
Coffee Plaza
Am Sandtorpark 4
20457 Hamburg • Germany