It took 12 years for Momos Coffee, which started in a warehouse of just over 13 square meters in 2007, to take Busan's coffee market to the next level. When Barista and Co-CEO Jeon Ju-yeon won first place at the 2019 World Barista Championship, the reputation of Momos Coffee, which had previously been known merely as a cafe hotspot in Busan, instantly spread nationwide. While this is partly the result of long-standing efforts in bean quality and barista training, it would have been impossible without Jeon Ju-yeon, who has walked this single path as an opening member.

I am curious about the meaning of the name 'Momos'.

Surprisingly, many people were curious about the name 'Momos.' Just as the American upper class—commonly known as 'Bobos'—is characterized by financial affluence and a free-spirited bohemian mindset, Momos is a neologism referring to people who, while not wealthy, pursue ethical and value-oriented consumption. This aligned perfectly with the vision we had for our coffee when we founded the company in 2007. We wanted to ensure that top-quality coffee was not just enjoyed by a select few, but something that anyone could appreciate and consume. In short, Momos Coffee is 'a café for everyone who loves coffee.'

You can only find Momos Coffee in Busan. Considering its popularity and recognition, it could have expanded to other regions long ago.

I believed that we needed to establish ourselves as a local brand first before we could take the next step. We still have many areas where we are lacking. Although we could do it, I couldn't find any particular reason or meaning to open a space in another region outside of Busan. I have never worked with the mindset that I have to copy what others are doing to make money, and I also disliked the cliché formula of moving to Seoul if you succeed in the provinces. You need to feel excited and have fun to get moving when doing something, but since that didn't resonate with me, I have recently given up on such considerations altogether.

In 2019, you became the first Korean barista to win the World Barista title. I am curious about what motivated you to enter the profession of a barista and prepare for a global competition.

As a college senior, I first started working at Momos Coffee as a weekend part-timer. Back then, looking at my colleagues, I was so satisfied with the job of a barista that I felt convinced we could accomplish anything together. However, my parents, professors, and even my friends did not support me. That was understandable, as being a barista was not a highly promising field, nor was it an unfamiliar profession. Nevertheless, I worked diligently, and fortunately, I am looking back from where I am today. I learned about the World Barista Championship (WBC) by watching videos of the competition, where the cheers of thousands of people surrounding the participating baristas echoed throughout. It looked very different from the situation I was facing at the time, and I felt a sense of envy. I think that was the moment I made a resolution that I absolutely had to stand on that stage and be recognized. I also wanted to prove how valuable the work I was doing was.

You seem to have an extraordinary passion and drive. Since then, you must have gotten busier and your workload must have increased; what is the pattern of your daily life these days?

It has been two to three months since I returned to Momos Coffee after my parental leave. Before getting married and having a child, I worked as a green bean buyer, spending my time in Central America in February and March, South America in July and August, and Ethiopia in December every year. To be honest, I think I need to wait and see a bit more to clearly figure out what my schedule should be going forward. Still, my day starts clearly. I taste the coffee set for the day, check the flavor profiles of the coffees to introduce to customers, and exchange morning greetings with the Momos baristas. Afterwards, I go up to the office to manage social media and conduct team meetings to handle the day's decisions. On weekends, I try to spend time with my family.

It is no exaggeration to say that Seoul is a battleground for cafes, but I have learned that Busan also has many cafes run by baristas with an extraordinary passion for coffee. What do you think are the differences between the coffee markets and the cafe scene in Seoul and Busan?

I think this is a common phenomenon worldwide. In the capital region, competition is naturally fierce given the diverse crowds and countless brands. However, if you head down to the provinces, you can have a more relaxed experience. I believe the same applies to Seoul and Busan. In my opinion, Busan's coffee scene has established a culture of coexistence and mutual growth with the local community, rather than a structure of fierce competition among cafes. In terms of space, Busan cafes are generally larger than those in Seoul, where land prices are high, and since they are situated amidst mountains and the sea, I think they feel much more relaxed and nature-friendly.

These days, there are cafes expanding overseas, and many Korean baristas are achieving great results in various international competitions. Where do you think the current status of Korean coffee stands?

Korea has truly become one of the hottest nations in the global coffee market. As if to prove this, the World of Coffee (WoC), the world's largest coffee expo, was held in Busan this past May for the first time in Asia, and the World Barista Championship, considered the pinnacle of the specialty coffee industry, was also held in Busan. Furthermore, domestic per capita coffee consumption is increasing, and a sophisticated coffee culture is being established. In fact, this is underpinned by many talented baristas. Since 2019, Korean baristas have been successively dominating the global stage.

Following the Yeongdo branch, which offers a panoramic view of the endless sea and a harbor filled with large ships, the Marine City branch recently opened in Haeundae. You can feel the spirit and momentum of Momos Coffee.

The area where the 'Momos Roastery & Coffee Bar' Yeongdo branch is located was formerly used as a waterfront. Yeongdo, home to Korea's first modern shipyard, was a hub of the shipbuilding industry as recently as the 1960s and early 1970s. Currently, however, the glory of the past has faded, and the region is experiencing a severe population decline. Momos Coffee wanted to remember the glory and revival of the past while conveying new stories of the contemporary era through coffee. Our goal is to bring people back to Yeongdo and create diverse points of contact through specialty coffee. The Marine City branch was planned to address the shortcomings of the Yeongdo branch and to create a space that can truly be called a 'cafe.' With views stretching beyond the cafe to the beautiful Haeundae sea, Gwangan Bridge, and Oryukdo, the response from local residents has been overwhelmingly positive. We hope you enjoy a comfortable and cozy rest at Momos Coffee, featuring a garden and forest embracing the vast ocean amidst a forest of high buildings.

Maker's Pick

Momos Coffee's Signature Blend Beans 3

busan

Coffee has long been an integral part of Busan's food culture. Brazilian coffee beans were imported into the country during the Japanese colonial period and the post-liberation era, and a newspaper article even reported on September 21, 1946, regarding the "boom in Brazilian coffee imports." Momos Coffee sought to reinterpret Busan in a contemporary way by imagining the circumstances of bean inflow during that time and the coffee consumed during that era. Focusing on enhancing sweetness and balance...

Fruity Bonbon

Back in 2009, when I first encountered specialty coffee in the United States, it was a very unfamiliar coffee characterized by a sour taste and fruity aroma. Captivated by the diverse aromas and novel flavors of high-quality coffee, Momos Coffee launched its second signature blend, Fruity Bonbon, to introduce the unique qualities of specialty coffee. It offers a refreshing experience with its sweet and sour taste and juicy texture, reminiscent of fruit-flavored candy.

S. Chocolat

Momos Coffee’s signature blend, S Chocolat, was first introduced and developed during a time when dark-roasted coffees reminiscent of chocolate were the norm. It embodies Momos Coffee’s history and spirit of creating a coffee that everyone could love. Loved as a bestseller since its launch, S Chocolat offers a rich body reminiscent of biting into dark chocolate, a clean sweetness, and a smooth, creamy texture.