The Rise of the Home Brewer vs. The Professional Barista

The 25th World Barista Championship wrapped up in Milan with one of the most diverse and emotionally charged finals the competition has ever seen. Six baristas, six countries, and six completely different philosophies on coffee

1. Jack Simpson, Australia
2. Simon SunLei, China
3. Ben Put, Canada
4. Jason Loo, Malaysia
5. Hiroki Ito, Japan
6. Christopher Sahyoun Hoff, Denmark

It was the kind of final that captured why WBC still matters…. it wasn’t just a contest of skill, it was a global conversation about what coffee means to different people.

Jack Simpson — Turning Disappointment Into Drive

Jack finally claimed the title that had eluded him in 2024.…. This year, he brought focus, confidence, and emotional clarity. His routine revolved around his personal journal. A year of reflections turned into a theme about resilience, creativity, and connection. Jack’s style is clinical but grounded. Tight technique, world-class coffees from Jonathan Gasca Serna (Colombia) and Jamison Savage (Panama), and just enough storytelling to remind the judges that coffee is a people business.

Simon SunLei — China’s Arrival on the World Stage

Simon’s second place finish marked a milestone not just for China but for modern competition coffee. We’ve known Simon for a while…His routine was poised, deliberate and deeply technical, the kind of performance that reflects years of quiet discipline. Simon represented a generation of baristas redefining precision, flavor, and storytelling on their own terms. His calm confidence and world-class execution proved that China isn’t emerging…. it’s arrived!

Ben Put — The Veteran Still Pushing Boundaries

Over more than a decade on the world stage, he’s stayed at the top not through flash, but through constant, disciplined evolution. Each year, his innovations get sharper andd more deliberate. His 2025 routine featured a two temperature milk course with a frozen coconut component…. a technical risk disguised as simplicity. Staying world-class this long takes endurance, humility, and an obsessive drive to keep improving. Ben continues to set the standard for what sustained excellence in competition looks like.

Jason Loo — Malaysia’s Breakthrough

Jason’s fourth-place finish marked Malaysia’s best-ever result on the world stage….a milestone built on years of quiet work. His routine wasn’t loud or flashy. It was composed, thoughtful, and full of heart. He spoke about introverted and extroverted service styles, using that lens to explore how baristas connect with guests and express themselves through coffee. The presentation felt genuine. Proud of where he comes from, proud to be standing among the best in the world, and grateful that the effort finally paid off.

Christopher Sahyoun Hoff — Precision and Poise

Representing Denmark, Christopher brought Scandinavian structure to the finals. His routine wasn’t flashy….it was elegant, efficient, and calm. His focus was clarity: clean flavors, transparent processes, and a stripped-down service. Every movement felt intentional, every choice deliberate. For a first-time finalist, it was a performance that spoke quietly but carried weight.

Hiroki Ito — The Heart of the Championship

Then came Hiroki, representing Japan
Fifth on paper but first in our heart

Four weeks before Milan, Hiroki fell seriously ill. Not the kind of sickness you push through….he was hospitalized with a kidney infection and could barely stand. The timing couldn’t have been worse. The team had been working for over a year, meeting every few weeks between Japan, Panama, and Canada, refining routines, dialing in coffees, and preparing for the world stage. Suddenly…it all stopped. The question wasn’t about technical scores anymore it was about whether he’d even be healthy enough to compete in Milan.

The focus shifted from perfection to health. While Hiroki rested, the team and crew kept training. Hiroki rehearsed from his hospital bed, sending voice notes back and forth, refining the performance through feedback loops, remote collaboration and visualisation via his hospital bed.

The Big Return

When Hiroki returned, he wasn’t starting from zero. His theme Omotenashi captured that perfectly….a Japanese philosophy of selfless hospitality expressed as intimacy, storytelling, and patience. The message was simple: serve people like you see them. His routine wasn’t about expensive tools or ground breaking technology. It was built so any barista in any shop could replicate it… humble, human, and full of smiles.

He presented in English for the first time ever. Two weeks out of the hospital. In the finals of the world championship. He smiled the whole way through. It has been amazing to work with Hiroki and the whole team. It is always an honour to be apart of the journey.

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25 years later…does it still matter?

For some, competition is a career catalyst… a way to deepen their understanding of coffee, refine their craft, and push their own limits. It’s how many baristas evolve into roasters, educators, green buyers, and leaders in the industry. The stage becomes a classroom, not a pedestal. It’s not the end game.

But competition isn’t for everyone, and that’s okay. The value isn’t just in winning. It’s in what it teaches and that lesson looks different for everyone. Discipline, communication, sensory awareness, and empathy under pressure. It builds professionals who understand coffee from seed to cup and connects them to a global community chasing the same pursuit of better.

Twenty-five years on that’s why the World Barista Championship still matters. It’s not about titles. It’s about transformation of people, of coffee, and of the craft itself. So, here’s to the next 25 years of baristas calling time.

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