Exclusive Interview with Liu Taiyang, the 2024 World Coffee Roasting Champion

The interview with Liu Taiyang was arranged for the early morning hours, when he had just arrived at the hotel in Shenyang by plane. Over the past two months, the newly crowned champion of the World Coffee Roasting Championship has been leading a hectic schedule. As the first roaster from mainland China to win the title of World Coffee Roasting Champion, Liu Taiyang’s achievement serves as yet another testament to China’s growing prowess on the global coffee scene. The first decade of his life like countless others, Liu Taiyang’s foray into the coffee industry was fueled by sheer passion.

While still a university student, he began working part-time in coffee shops, and in 2015, he invited Ye Weiwei, the 2017 China National Barista Roasting Champion, to Nantong to collaborate on opening their first coffee shop together, marking his official entry into the vibrant coffee community. Shortly after, he joined forces with his current partners to establish a new brand, evolving from the inaugural “Discovery Cafe” to the current “Pincle Coffee”, which has now blossomed into seven distinct locations across Nantong. Deeply passionate about coffee, Liu Taiyang stands on the cusp of celebrating a decade in the industry.

As he puts it, “I’ve paid my dues, navigated countless detours, and it’s all led me to where I am today.” Liu Taiyang, embodying the qualities often associated with introverted (MBTI “i”-type) individuals, always leaves a cheerful impression, tinged with a subtle shyness. The transition from being a barista at the start of his career to becoming a roaster today feels more like a natural progression for him. “When I first opened my shop in 2015, I used beans from Illy and Lavazza. Later, I started using beans from M2M. Feeling empowered that if others could do it, so could I, I embarked on a new chapter in my coffee roasting journey.” This marked a significant milestone in his life.

Roasting is a Circle

For Liu Taiyang, coffee roasting is a bittersweet process. When one’s hobby transforms into a job, there is inevitably some degree of discomfort. Accustomed to a “daytime rest, nighttime work” schedule, Liu Taiyang sees roasting as a personal retreat, relishing the solitude and satisfaction of roasting coffee by himself in the peaceful evening. His accumulated experience enables him to swiftly devise a roasting approach for a new coffee. Even in the face of today’s increasingly diverse and intricate processing techniques, Liu Taiyang possesses a set of his own guiding principles: “Firstly, you must have a certain understanding of proper roasting and be able to taste and evaluate coffee.

Experience is gained through countless roasts. For each unique processing technique, origin, and bean variety, you’ll develop tailored strategies,” Liu Taiyang believes that exceptional roasting is rooted in flawlessness and maximizing the regional flavors and nuances introduced by the processing method. “When you’ve accumulated sufficient experience, you can adapt and fine-tune previous plans.” Liu Taiyang’s first roaster was a small Feima Yangjia roaster. Nowadays, he is already preparing for the establishment of a new coffee roastery in Nanchang, and he has his own insights when it comes to choosing roasters: “Firstly, energy sources must be taken into consideration, as not all locations have access to gas. It’s crucial to factor in one’s actual circumstances.

If opting for an electric- only roaster, its max batch will be relatively smaller. Furthermore, the reproducibility of the machine’s roasting programs is also significant, as this will become relevant during actual production. Using machines with high reproducibility or minimal deviations can better save on labor costs.” When discussing the current roasting trends, Liu Taiyang candidly stated that coffee roasting trends tend to form a cycle: “Perhaps due to the increasing availability of high-quality green beans, it seems that everyone is opting for lighter roasts nowadays.” However, the roasting trends themselves are cyclical and will evolve over time, showcasing a state of flourishing diversity. Many continue to favor the deep roasting style of Japanese origin, while others opt for omni-roasting (a roasting method designed to cater to both espresso extraction and drip brewing). There is no right or wrong between different roasting styles; it all depends on whether they meet market demands.

Having won the championship title, Liu Taiyang has undoubtedly faced numerous inquiries about his competition experiences. Beyond the meticulously devised roasting strategies, the competition arena serves as a testing ground that challenges a contestant’s mindset and adaptability. Recalling the tense moments, Liu Taiyang’s heart still races: “During the competition, I was under immense pressure. When roasting a single-origin coffee, I narrowly made the 30-minute cutoff (with deductions for every 15 seconds of overtime, and disqualification for exceeding 1 minute). Immediately afterwards, the need for blend roasting forced me to quickly regroup and refocus, and everything flowed smoothly from then on.

Moreover, the local volunteers and staff offered us invaluable support. Thank you to them.” Despite the excitement during the competition, Liu Taiyang remained calm upon the announcement of his victory: “It’s quite strange. I had a feeling. It was just like when I won the national championship in 2021, this moment felt like déjà vu, leaving me surprisingly serene.” But looking back, how could the experience of competing abroad for the first time not be unparalleled? Liu Taiyang prepared for the competition alongside Diao Chenglei, who also came from mainland China and was the fourth-place winner of the 2024 World Coffee Roasting Championship.

Beyond getting lost in Copenhagen, eating hamburgers for seven consecutive days, and indulging in their favorite coffee shops, the two supported and learned from each other, sharing their ideas without reservation. These moments have etched indelible memories into their lives. Liu Taiyang’s social media timeline is filled with a lengthy list of gratitude, encompassing mentors, the newly crowned domestic roasting champion, and the team members from their coffee shops.

This formidable group has collectively presented a significant piece of the Chinese coffee roasting puzzle to the public. For coffee professionals who are about to participate in or preparing for competitions, Liu Taiyang shares his experience: ‘Sometimes, in addition to strength, mindset is also crucial in competitions.’ For contestants, rankings matter, but they’re not everything. They represent an acknowledgment of the hard work you’ve put in. Moreover, besides strength, self-confidence and a bit of luck can sometimes be pivotal. Preparing also involves learning how to quickly adjust one’s mindset to cope with unexpected situations that may arise during the competition. People who are truly capable should not underestimate themselves.

Moving Forward for Better Progress

Following his victory in the championship, Liu Taiyang has been busy overseeing the construction and operations of the new factory and preparing for the September opening of a new store in Shanghai, while also developing new courses for the industry. His impeccable execution in the coffee industry is truly impressive. Naturally, we are eager to hear his advice for aspiring professionals looking to join the coffee industry. In previous interviews, when asked about this kind of question, many coffee professionals would often respond with a hint of humor, “Run away! Don’t come!”

However, for Liu Taiyang, his response takes a different turn. Indeed, if one is merely playing the role of a barista or a roaster on the assembly line, the coffee industry can be fiercely competitive with limited room for advancement. A more comprehensive career planning can empower newcomers to make more informed decisions and explore alternative paths. On the contrary, the coffee industry cannot afford to suffer from a lack of successors. There exists a group of individuals who continue to shine brightly within this industry, paving the way for future generations with their unwavering passion and dedication to coffee, ensuring their smoother progress. As one of them, Liu Taiyang also aspires to maintain his original aspirations alongside his peers, persevering in his efforts, for perseverance, after all, may very well lead to victory!