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Mellower Coffee - the “History” Kim-Warm hearted coffee ambassador
Back to 2010, Mellower Coffee Kim joined the team in June 2014,
launched the market in Kunming by opening with his handsome look and great shaped
a High-end coffee flagship store, promoting long-leg, he wins the heart of thousands.
Specialty Coffee and the culture. It was a When asked about his role in Mellower
time when the Specialty Coffee idea just Coffee, he said, “I’m more like a foreign
hit China. It took Mellower Coffee 2 years ambassador with great mission, I’m always
selecting people and finding its own per- listening to customers’ voice and trying
sonality in the market. At the same time, to bring everyone closer to the brand and
Mellower Coffee Institute came to life, of- enhance the brand awareness.”
fering SCAA and SCAE standard classes for In recent years, as Specialty Coffee
professionals, pour-over and latte art classes getting into the fast track, and countless
for coffee lovers and Level 1 and Level 2 independent cafes coming to life, how could
certification classes. As a result, there are Mellower Coffee find and wining solution
more and more coffee professionals com- to compete and grow?
ing to Mellower Coffee. By the year 2013, Kim shared with us that, in terms
Mellower Roastery pass the QS Certification, of the flavor, Specialty Coffee in China
further bringing its Micro-ground Specialty has a long way to go to reach the level of
Coffee and various kinds of instant coffees those matured markets, in which people are
all over China. more used to Specialty Coffee flavor. So far,
By Oct 2014, Mellower Coffee has Mellower Coffee mainly positioned itself
opened 5 stores in the most challenging to customer between age of 20-45. In the
city Shanghai along. Together with the JinKyu Kim: Korea latte art champion competitive market where most of the com-
stores in Yunnan and Nanjing, there are 3 petitors could make a standard coffee drink,
flagship store and coffee experience center we should seek for more eye-attracting way
of Mellower. Mellower Coffee, the Wining Tech- to grow the loyal customer base. To do so,
nique—All-star barista team we focused a lot on creating new menu items
In order to offer the best coffee that are both innovative and simple. We use
experience in Shanghai, Mellower Coffee easy descriptions instead of professional
has selected 3 Master Barista in its Xintiandi language, enabling the customers to learn
Store. They are Kim- the latte art champion about coffee in an easy way.
of 2012 and WBC champion of 2013, Yan Next step, Kim will work together
Huang-Latte art champion of China 2014 with Mellower Coffee to host all kinds of
and King Chan, the barista championship exciting events, using easy ways to bridge
coach from Hong Kong. Each of them are customers with Specialty Coffee. Kim said,
playing an important role to lead young as one of the leading coffee brand, its deli-
baristas from all over China to build this cate atmosphere and premium coffees are
Specialty Coffee brand. building blocks of this fast growing brand.

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