Shaun Liew: It’s Not Just Coffee, It’s the Whole System

In the competitive world of specialty coffee, where details like water temperature, grind size, and extraction curves are meticulously scrutinized, Shaun Liew charts a different course.  His perspective on brewing the perfect cup goes beyond mere precision, it's about understanding the bigger picture.

HUDES | Worldwide Magazine for Manual Coffee Brewers

"To me, competition is like running a business," he reflects. "It pushes you to ask: What sets me apart? What's my unique value proposition as a competitor?"

This philosophy has shaped his involvement in Malaysia's specialty coffee scene, from mentoring baristas behind the scenes to taking center stage himself.

Shaun Liew | photo by Shaun doc.

Shaun's view of coffee transcends the simple act of drinking; he sees it as a complex ecosystem where strategy, narrative, and branding are as crucial as the taste itself.

He recalls the initial struggle to define his approach when he first entered the Malaysia Brewers Championship. "The brewing itself wasn't the hurdle," he admits. "It was defining idea, the concept that would resonate with the judges and the coffee community, making my routine memorable."

His solution? Adopting an entrepreneurial mindset.  Just as a business needs a distinkct identity, so too does a competitor. "It wasn't enough to just brew a technically flawless cup. It had to have meaning," he explains.

Prior to his own championship wins, Shaun was known for coaching other baristas, helping them refine their competition routines. He eventually realized that true understanding came from firsthand experience, prompting him. to enter the Malaysia Brewers Championship.

"My competition journey was a rollercoaster," he says. "Full of highs and lows.  I learned the importance of staying positive and adapting to challenges."

His background as a café owner proved advantageous. "Ultimately, coffee, whether served in a cafe or on a competition stage, is a product," he observes. "To make it memorable, you have to differentiate it."

This philosophy influenced his coffee selection process.  Rather than focusing on a specific origin or processing method, he prioritized potential. "I generally have a sense of what I'm looking for," he explains. "Then I taste a variety of coffees and identify those with the potential for high scores.',

His process was meticulous. "Taste, analyze, adjust," Shaun says. "And trust your instincts."

Winning his first Malaysia Brewers Championship was a surprise.  He was a newcomer competing against seasoned veterans.  His focus was simply on rigorous training and giving his all in his routine.

The victory was transformative. After a period of reflection in 2018, he returned in 2019 with a more refined approach, securing his second national title.

He acknowledges the mentors who guided him, including Jason Loo (four-time Malaysia Barista Champion) and Kent Wong (Co-Founder & Head Roaster, Curate Coffee Roasters).  They challeenged him to become not just a better brewer, but a true coffee professional.

Shaun's coffee journey didn't begin with a perfect pour-over.  It began on stage in 2012.  He was the emcee at a coffee symposium, not yet a coffee enthusiast himself.  The event exposed him to Malaysia's burgeoning specialty coffee scene.  Meeting industry pioneers from across Asia ignited his passion as café culture in Malaysia began to take hold.  "I wanted to experience everything, lattes, long blacks, espressos. I was excited to explore."

This curiosity led him to open his own specialty coffee and brunch café in 2015.  Unlike many café owners who remain behind the scenes, Shaun was fully immersed in the daily operations.

"I was making coffee every day, managing the café, doing everything," he says. "I wanted to understand the business from the ground up."

For Shaun, good brewing is about clarity, not complexity.  "Keep it simple, brew a good cup," he advises.  "Don't overcomplicate things or you'll lose the joy."

His approach to improvement is equally straightforward: practice.  "If I adhere to my recipe, it's foolproof," he believes.  Fine-tuning then becomes a matter of small adjustments—grind size, temperature.  He also studies past World Brewers Cup finalists, constantly seeking ways to improve his craft.  "There's always something new to learn," he says.

Shaun has witnessed the dramatic growth of Malaysia's specialty coffee industry, particularly since the pandemic.  Specialty cafés are appearing even in smaller towns, and more people are developing an appreciation for quality coffee.

However, this growth presents challenges.  Rising green bean prices, coupled with currency fluctuations, create difficulties.  "It affects the entire chain, roasters, cafes, consumers. Everyone feels the impact."

Despite these challenges, he remains optimistic.  He hopes for international recognition of Malaysian-grown Arabica and Liberica.  "Producers are working hard to improve quality, better planting, harvesting, processing," he notes. "Hopefully, the government will recognize the potential and support these efforts."

With two national titles under his belt, Shaun is more than just a competitor—he's an ambassador for Malaysian coffee.

He aims to inspire the next generation, encouraging them not only to brew exceptional coffee, but also to approach the craft with professionalism and pride.

Competing at the world level remains a significant goal.  He understands the strategic planning required—from concept and coffee sourcing to roasting, recipe development, and countless hours of practice.  It's a considerable undertaking.

His advice for newcomers is simple:  "Start with the basics," he says.  "Find a brewing method and recipe that's easy to follow.  Master the fundamentals before delving into the technical aspects.  And most importantly, have fun."

And if he could offer his younger self some advice?  "Be curious, try everything," he says. (hudes)