BANGKOK: Malaysia won the 2nd and 4th placings at the Asean Coffee Federation (ACF) organised Asean Team Baristas Competition at the Thaifex-Horec Asia 2025 on March 5-7, 2025 at the Impact Exhibition Centre Muang Thong Thani, Bangkok, Thailand. Singapore clinched the top spot with Indonesia in 3rd.
Coffee isn’t just a drink; it’s a tradition woven deeply into the fabric of many cultures. Each country has its unique way of preparing and enjoying this beloved beverage, often accompanied by rituals that highlight its cultural significance.
Coffee culture is much more than just enjoying a drink. It represents community connections, social interactions, and even intellectual conversations.
The annual Thaifex-Horec Asia event is Southeast Asia’s definitive event for the hospitality, restaurant, and catering (HORECA) industry. It’s where cutting-edge innovations, global business connections, and transformative solutions meet to shape the future of food service and hospitality.
Even though Malaysia was once a predominantly tea-drinking country, Malaysians are no strangers to coffee. The main difference between old Malaysian coffee culture versus new Malaysian coffee culture involves the type, style, flavours and standard of living associated with various types of coffee varieties.
President of the Federation of Sabah Industries (FSI) Richard Lim attended Thaifex-Horec Asia 2025.
FSI was active in organising such events with its subsidiary and Borneo Coffee Alliance like the Sabah International Coffee Festival – Expo, with the Professional Coffee Athletics (PCA), Borneo Latte Art Competition etc., over the years, in order to discover and nurture talent in coffee and providing opportunities for local baristas and enthusiasts.
A recent survey showed that the average Malaysian drinks 2.38 cups of coffee each day. The experience extends beyond just drinking. Coffee is more than just a beverage; it’s a reflection of culture and tradition.
Around the world, different countries have developed their own unique ways of preparing coffee, each with its own story to tell.
Established in 2010, the Asean Coffee Federation currently represents 10 coffee associations across Southeast Asia as its key members, with one other coffee association as associate member from North Asia.
Its vision is to be the key industry representative of Asean’s coffee industry.
Its mission is to establish a platform for common dialogue through regular meetings, to educate farmers in productivity improvements, to share market information about coffee on a global scale, to share the best farm practices through implementation and certification through GAP for coffee and to promote Asean coffee to the world.
The annual Thaifex-Horec Asia event exposes breakthrough technologies, uncover emerging trends, and forge high-impact partnerships designed to drive strategic growth for participants.
The ‘Third Wave Coffee Movement’ has changed the way we think about and enjoy coffee. Unlike earlier waves that focused on mass production and convenience, the Third Wave prioritises quality and craftsmanship.
This movement treats coffee more like a fine wine, where the focus is on bringing out the unique flavours of high-quality beans sourced from specific regions.
The key elements of the ‘Third Wave Coffee Movement’ include artisanal brewing techniques. These methods are designed to highlight the distinct characteristics of each coffee bean.
Techniques such as pour-over, siphon brewing, and Chemex allow baristas to control every variable in the brewing process, from water temperature to extraction time.
The origin of the coffee beans plays a crucial role. Farmers are recognised for their hard work, and consumers are educated about where their coffee comes from. This transparency fosters a direct relationship between growers and drinkers.
Special attention is given to the quality of beans. Single-origin coffees are often preferred because they offer a purer taste experience. These beans are usually grown at high altitudes, handpicked for ripeness, and processed meticulously to preserve their natural flavours.
Coffee production traditionally involves intensive agricultural practices that can lead to deforestation, water depletion, and soil degradation.
As awareness grows about the environmental impact of conventional coffee farming, many producers are adopting sustainable coffee practices to minimise harm. These practices include organic farming.
Ethical sourcing is another crucial aspect of sustainable coffee practices. By ensuring that coffee is sourced ethically, consumers can support fair labour practices and improve the livelihoods of farmers.
By embracing sustainable practices throughout the entire supply chain – from farm to cup – the coffee industry can enjoy its beloved beverage while also protecting the planet for future generations.
