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World Barista Champion 2023 Boram Um. Photos by Josh Mercado

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Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1777775647784image0.jpeg" style="width:960px" class="fr-fic fr-dib fr-dragging" width="960"/>(Left) World Barista Champion 2023 Boram Um. Photos by Josh Mercado</div>Greeted by screaming fans and coffee enthusiasts, 2023 World Barista Champion Boram Um arrived in Manila on Saturday to promote Filipino coffee producer and innovator Easy Signature.The event at The Elements was part of the brand&#x27;s &quot;Brew the World&quot; campaign, which highlighted local coffee elements such as premium syrups, sauces, and powdered bases by combining Um&#x27;s world-class techniques with the local ecosystem, resulting in a sophisticated flavor profile specifically curated for the discerning Filipino market.In an interview with ABS-CBN News, while praising Filipino championship-grade coffee experiences, the barista underscored Pinoys&#x27; love for coffee — a connection he is pleased with.“I often hear about how much Filipinos enjoy coffee, which is one of my favorite things about them. Coffee signifies culture more than it does taste. I&#x27;m also astounded at how Filipino ube has evolved into coffee. That simply demonstrates creativity and passion,” Um said.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1777775678262image1.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/></div>Um then revealed how winning the world barista title in 2023 impacted his career, saying: “Winning the renowned World Barista Championship in 2023 has provided me with invaluable exposure and opportunities.” “Having that much visibility has allowed me to use my platform to promote and discuss coffee production, specialty coffee, and the farms with which I have worked.”“It has also given me the opportunity to impart knowledge about coffee and specialty coffee throughout the world. My goal is to spread, increase, and push for more specialty coffee,” he added.Um&#x27;s collaboration with Easy Signature aims to deliver a refined local coffee experience that meets global high-end standards while leveraging local expertise. “I am honored to represent a brand that is so deeply rooted in the local culture yet so ambitious on the global stage,” he said.The  Filipino-owned brand, which is committed to boosting the local food-service industry through professional-grade ingredients and innovative solutions, emphasized three essential elements throughout their collaboration with the Brazilian barista.The first was the premium local standard, which “demonstrated how Easy Signature&#x27;s flagship products are designed to fulfill the demanding requirements of a World Barista Champion.”<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1777775746185image3.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/>The products on display are part of Easy Signature’s collaboration with Boram Um</div>The second lecture was on “elevating local company, which discussed how Filipino coffee shops may use these high-end tools to compete on a global scale while maintaining their local identity.”Finally, the event featured sophisticated flavor mapping — a tasting experience that combined Um’s international expertise with the sweetness and texture preferences of the Filipino palate.Both the company and Um agreed that “the Philippine market should support its own, demonstrating that local brands can now define the ‘signature’ of world-class coffee.”

Greeted by screaming fans and coffee enthusiasts, 2023 World Barista Champion Boram Um arrived in Manila on Saturday to promote Filipino coffee producer and innovator Easy Signature.

Greeted by screaming fans and coffee enthusiasts, 2023 World Barista Champion Boram Um arrived in Manila on Saturday to promote Filipino coffee producer and innovator Easy Signature.

Barista champion arrives in PH to highlight local coffee

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Barista champion arrives in PH to highlight local coffee

Josh Mercado

Published May 03, 2026 10:59 AM PHT

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coffee

Boram Um

World Barista Champion

Easy Signature

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