New Zealand barista champ hits Seoul
Aymon McQuade teaches staff at the Mug for Rabbit coffee lounge in Apgujeong-dong, southern Seoul, how to pour a flat white. / Korea Times
By John Redmond
One can’t help but notice that Korea has seen a surge in its coffee culture over the last decade, with the number of franchise outlets growing at an exponential rate.
But do more outlets give the consumer more choices? New Zealand Barista Champion 2012 Aymon McQuade is constantly asking this question.
McQuade began his career as an events manager for the Hospital Club in Covent Garden, London, before moving into the wine industry and finally settling into his current position representing New Zealand brand Gravity Coffee Roasters.
Having just completed a Korean tour and competed in the COEX Barista Championships, the coffee expert, was in Mug for Rabbit coffee lounge in Apgujeong-dong, southern Seoul, teaching staff the difference between a flat white and a cafe latte.
He spoke to The Korea Times about how his introduction to the industry and how he feels Korea differs from other parts of the world in terms of coffee consumption and how things are looking better.
Q: What inspired you to pursue this line of work?
A:
Having work in the hospitality industry, I felt it was the people out front, dealing with customers, who had the real challenge. They seemed to be having all the fun.
Q: How does this measure up as a career move?
Becoming a barista is fast becoming a highly respected, professional career choice.
Q: What has been your reaction to Korean coffee culture?
Korean coffee consumption is still dominated by huge franchises, all offering a very limited choice of coffees. There is yet to be a rise in individual coffee bars and cafes, but it’s starting.
Q: What do you mean?
Over the last decade there has been a rise in the number of coffee shops in Korea. There over 14,000 coffee outlets nationwide. Of that, 800 are local brand Cafe Benne, whereas there is yet to be a proportional rise in independent coffee outlets that offer a more tailored and individual experience to the customer.
It’s also about the choice in beans and blends.
Q: You competed in the COEX Barista Championships. How did that go?
Very different from other international events. For one thing, we had to use the sponsors’ beans. Very unusual. You have no idea how a brew will taste. Also I found the judging to be different. The translators were good.
Q: Where do you see this culture going?
As more Koreans are traveling, they will demand more choices in coffee. This hopefully will lead to the opening of more independent outlets.
McQuade recently represented New Zealand in the World Barista Championship and is currently promoting Gravity Coffee Roasters.
For more information contact gravitycoffee.co.nz.