The Birth of Soon Specialty Coffee: A Bold Vision in the Heart of Johor
What if your coffee could tell a story of passion, innovation, and a relentless drive to elevate an everyday experience? That’s exactly what Soon Specialty Coffee is doing. Starting from a modest café in Segamat, Johor, to earning global recognition, Soon is challenging the boundaries of what great coffee can be.
The journey began in 2015, when the founders, eager to brew the perfect cup, realized there was a gap in Malaysia’s coffee scene and lack of control over the roasting process. So, in 2018, they decided to take matters into their own hands. They weren’t just going to serve coffee; they were going to craft it.
And that’s where the magic started.
A Revolution in Roasting: Direct Fire Roasting Meets Malaysian Palates
While most coffee roasters use conventional methods, Soon went all-in on something entirely different: direct fire roasting. Inspired by a trip to Taiwan, the founders learned about a roasting technique that would change everything.
Unlike traditional methods, direct fire roasting uses flames to directly touch the beans. The result? A cup of coffee with a more layered and complex flavor profile is often the result of direct-fire roasting, where the beans develop a greater difference in roast level between the inner and outer layers. a perfect balance that appeals to Malaysian tastes. This unique method was a game-changer, helping Soon carve out a distinct space in a crowded market.
From Beans to Brew: Sourcing with Heart and Purpose
Soon Specialty Coffee isn’t just about great roasting, it’s about sourcing the best beans and building relationships with coffee hunters and farmers from around the world. Their beans come from renowned coffee-growing regions like Ethiopia, Colombia, Papua New Guinea, and Indonesia. But Soon doesn’t stop there.
They are all about direct trade, eliminating the middlemen and working closely with farmers to ensure both quality and fairness. “We ensure better pricing, top-tier beans, and most importantly, fairness,” says one of the founders. This commitment is reshaping how coffee is sourced, bringing transparency and sustainability to the forefront.
Global Recognition: Soon’s Gold Medal Victory 🏆
Soon’s unwavering commitment to quality led them to a gold medal victory at one of the most prestigious coffee competitions in Australia. They were up against over 200 competitors, and when they won the Best Dairy Milk Coffee award, it was a defining moment.
“This victory proved that our method of roasting could compete at the highest level,” says one of the founders. Soon Specialty Coffee didn’t just win a trophy they proved that a small Johor-based brand could go toe-to-toe with global giants and come out on top. With Kuala Lumpur on the horizon, they’re ready to bring their world-class coffee to new heights.
Connecting with Coffee Lovers: More Than Just a Cup
Soon Specialty Coffee isn’t just about selling coffee. They’re about building relationships. Whether it’s with café owners, corporate clients, or coffee enthusiasts, Soon is focused on creating an experience. They’ve successfully expanded their presence through wholesale and e-commerce, tapping into the Malaysian market in new and innovative ways.
Soon’s team spends countless hours making sure their coffee meets their customer’s expectations, whether through training programs for baristas or offering OEM services to businesses. By connecting with their customers in meaningful ways, Soon isn’t just serving coffee they’re creating a coffee culture.
Looking to the Future: What’s Next for Soon Specialty Coffee?
With the gold medal in their pocket and plans for expansion, Soon Specialty Coffee is preparing for an exciting future. Their goal is clear: to continue growing, while maintaining the highest level of quality. The launch of their Kuala Lumpur outlet will mark a major milestone in their journey, but their commitment to sourcing sustainably and fairly will remain at the heart of everything they do.
Soon is poised to become a coffee destination that offers more than just a cup of coffee; it offers an experience grounded in passion, quality, and innovation. And for Soon, this is just the beginning.
Discover the Soon Difference: A Brew Worth Savoring
Soon Specialty Coffee is more than just a coffee brand, it’s a movement. From their direct fire roasting to their commitment to ethical sourcing and sustainability, Soon is reshaping the Malaysian coffee scene, one cup at a time. Whether you’re a coffee lover, business owner, or just someone who appreciates a great brew, Soon’s story invites you to join the revolution.
Ready to taste the difference? Visit Soon Specialty Coffee’s website or check them out on Shopee to discover their award-winning beans and drip bags. And stay tuned for the opening of their KL outlet this is just the beginning of their coffee journey.
