Cover image via @contour.pj (Instagram)
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Malaysia is now ranked among the top 4 on the global barista stage, thanks to four-time national champion Jason Loo
The Kuala Lumpur-based barista is one of six finalists at the World Barista Championship 2025 (WBC) in Milan, Italy, marking the first time Malaysia has ever broken into the finals.
Representing Malaysia alongside competitors from China, Japan, Denmark, Australia, and Canada, Loo's achievement marks a significant milestone for the country in the coffee industry.
"I'm beyond grateful and deeply humbled to represent Malaysia on this stage, especially during the 25th anniversary of the WBC. None of this would've been possible without the incredible support from my amazing team, and everyone who believed in me along the way," said Loo on his Instagram.
Organised by World Coffee Championships, the competition gathers national champions from around the world to showcase their skills in coffee brewing, creativity, and presentation
Each competitor has 15 minutes to serve espresso-based drinks to a panel of judges, who assess them on flavour, consistency, technical ability, and storytelling.
In the competition, Loo presented a concept titled "Introvert + Extrovert", which explored the balance of personality and flavour in coffee.
His concept combined two distinctive beans: Panama Geisha (Classic Natural) representing the Introvert, and Malaysia Liberica (Anaerobic Natural) as the Extrovert.
Loo first won the Malaysia Barista Championship back in 2013
According to Malay Mail, Loo was under the guidance of the late Joey Mah in 2013, a respected figure in Malaysia's specialty coffee community who passed away in 2022.
Since then, he has won the national title four times: in 2013, 2015, 2017, and 2024.
Beyond competitions, Loo is also the co-founder of two well-known cafés in Kuala Lumpur, Yellow Brick Road and Contour Café.
