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C

In the same huge coffee network,

professional baristas can quickly

transition from a single greeting to

a warm conversation, while other

distant strangers gather together
because of their love of coffee. They

might not all be baristas, but so

what? "Goodwill takes place in the rare and delivers less exposure compared to other elements
in daily life.” As a Tower of Babel in modern society, music
real world, even though it sometimes carries emotions in the lyrics. Different from the common

doesn't look real." background music in chain cafes, the song list offered by
Brewing Coffee carries the mood in which contributors brew
or enjoy coffee, and also represents their culture.
In less than 48 hours, Brewing Guide achieved its
crowdfunding goal. The card deck includes 55 cards, includ-
ing 6 special cards to introduce pour over, Moka pot, French
press and its operation order, reversed operation of Aero-
press, and the correlation between grind and extraction. In
addition, the deck also includes an empty card to write your
own recipe, a project introduction card, and a card with QR
code for song list.
As Micky told us, despite the male-dominant industry
For IMNAB, Brewing Guide is the second significant Lisa Ligon from Aeropress and Alvin Cheng from Hong Kong. with 70 percent male insiders, they had more female volun-
project since its founding. Before this year, IMNAB was more They all are active bloggers on Instagram, serving as an import- teers who yet sent less recipes than their male peers. “About
active online, as Micky launched the hashtag of #brewathome ant bond to link coffee community.” Every week, they shared Photo / HUIYONG Lee 90 percent of our volunteers are female. They prefer to help
on Instagram with other friends in the industry to baristas posts of brewing coffee at home through the Internet and at- others directly, compared to males who prefer sharing expe-
who had to stay home because of the pandemic. “We didn’t tached the hashtag. Initially with merely 2,000 posts, #brewath- rience and stories.” What Micky could do was to balance the
want baristas to have no choice but killing time at home alone. ome gradually emerged as a hot topic with over 100,000 posts, gender ratio for selected recipes. Apart from this, there was
They could use this hashtag to share their professional knowl- bringing the name of IMNAB to the public. It was time to put no limit for contributor’s identity or occupation.
edge. In addition, lots of people couldn’t access coffee during Brewing Guide at the top of the agenda.
home quarantine and had to practice coffee making at home.” brewing method, equipment, coffee bean quantity, grind No Threshold
says Micky. “However, coffee is no easy task. You need to Basic Standard: Diversity degree, water quantity and temperature, the ratio of water
invest a lot, unless you can accept instant coffee or are not and coffee, and brewing time. Below these parameters, each Under the name of “I’M NOT A BARISTA”, every contribu-
picky for flavors.” In Micky’s opinion, it is no novelty to “share collected card lists every brewing step in details, and ends the text with tor represents themselves and also the local coffee community.
It is a common story for coffee beginners: purchase brew- special brewing recipes on social media”, which even lost the the contributor’s feeling, profile and signature. You can follow On the belly band of the card deck, we notice many familiar names:
ing equipment, and give it a try based on the operation manual unique sense stemming from #brewathome. Therefore, he the information to complete a nice cup of coffee, and when Berg Wu, the 2016 WBC Champion; Wendelien van Bunnik,
on heaps of information that jumped out from the search engine gathered his team members once again to collect over 200 you gaze the contributor’s feeling, it would feel like he invit- winner of 2019 World AeroPess Championship; Rob Clarijs,
or online information. However, when a beginner pressed the free recipes through the coffee community, and invited in- ed you to share coffee with him. winner of Coffee Masters London 2019; and many researchers
“enter” button – unverified and uncurated information would ternational interns to translate various languages such as In addition to the coffee information, Brewing Guide from different estates and roasteries. There are also “outsiders”
be presented. “It normally confuses the beginners who can not German, Italian and Spanish into English. Dozens of other also offers a list of songs. “This card deck is designed to reflect such as Karolina Gaizauskiene, a Lithuanian radiologist and home
judge”. As they have no professionals to consult whether their volunteers followed the parameters and steps to test the the diversity in the coffee industry.” says Micky. “The spe- brewer; Naomi Doedelz, a barista and illustration designer; and
unpleasant drink was caused by wrong brewing method or poor recipes, selecting qualified ones. cialty coffee wave from North America intangibly isolates Alejandro Cardenas, who is working in Starbucks U.S. “We want
operation, IMNAB “contacted coffee bloggers worldwide, such When it came to card editing and design, IMNAB called coffee lovers from other language backgrounds. In South to represent more people, instead of putting on one tag of cham-
as Valentina Palange from Italy, Sebastian Franzén from Sweden, for more volunteers to standardize every recipe based on America, Africa, Asia and Europe, coffee-specific media is pionship. Anyone who loves coffee can be one of us.”

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