To mark the exquisite April 2026 edition featuring two former World Barista Champions, we interviewed Jooyeon Jeon and Raúl Rodas just for you
When we started looking at our sourcing plan for the April 2026 Coffeevine edition, something struck me. Both of the names we had put down in our roster are run and owned by former World Barista Champions. I had to clock that for a second. Although, truth be told, we have worked with many roasteries that are linked to Championship winners, we have never had two World Barista Championship winners share a slot in the same edition.
On the one hand, there is MOMOS from Busan, South Korea. Co-owned by Jeon Jooyeon , the 2019 champion and only the second woman to ever lift the trophy, MOMOS started out as a humble takeaway coffee shop before turning into one of the country’s most formidable specialty coffee roasters.
While on the other hand, we have Paradigma, founded and run by the 2012 champion Raúl Rodas. Unlike MOMOS, which has several flagship cafés, Paradigma is purely a wholesale roastery and Raúl spends his time doing a number of crucial jobs that include managing the business, green coffee trading, consulting and, when time allows, competing.
To mark this special occasion, I reached out to both Jooyeon and Raúl with five questions each. Here’s what these two pioneering coffee professionals had to say.
Courtesy of MOMOS
🏆 Jeon Jooyeon
TCV: You competed at the national level for ten years and took a year out as a judge before finally winning. Looking back, what was the single biggest shift in how you understood competition? Was it something technical, or something in your mindset?
JJ: After a decade of competing at the World level, I realized that the essence of a competition is not about technical superiority or mere mental control. For me, the most significant shift was viewing the competition as an ecosystem that reflects the fundamental principles of the world.
I moved beyond the ‘How’ and started asking the fundamental ‘Why.’ I began to challenge the reason for existence for every element: Why does this competition exist? Why does this specific coffee exist?
I delved deep into why my espresso, my milk beverage, and my signature drink had to be on that stage at that specific moment, and what lasting impact they should leave on the judges and the audience. When every beverage and action carries a clear purpose and connects organically to deliver a meaningful message, you finally reach the heart of the craft. This pursuit of ‘essence’ was the definitive turning point that led me to the world stage.
TCV: I had the pleasure of visiting your impressive roastery in Busan last year and I really felt Busan has a very different vibe to Seoul. You’ve spoken about consciously working to put Busan on the specialty coffee map. What does Busan have as a coffee city that Seoul doesn’t, and what still needs to grow?
JJ: Busan is a dynamic city that has played a pivotal role at every major turning point in modern Korean history. As a former refugee capital, it embraces a historical narrative of resilience alongside breathtaking natural beauty—it is truly the root of Korea’s growth.
From a logistics standpoint, Busan holds a peerless position. The Port of Busan, a global mega-hub, handles approximately 95% of all green beans distributed in Korea. This offers an overwhelming advantage in sourcing efficiency and freshness.
Furthermore, unlike the hyper-competitive density of Seoul, Busan’s coffee scene is built on a ‘community bond,’ where local brands respect each other’s identities and grow together. To leap forward as a global coffee mecca, strategic integration with tourism is essential. By enhancing international connectivity through Gimhae International Airport, we can invite the global coffee community to experience Busan as a premier coffee destination.
TCV: When Aga Rojewska handed you the trophy in Boston, she messaged you the next day and warned you ‘life would be a bit crazy.’ Now five-plus years on as co-CEO and green bean buyer, what does your relationship with that title look like today and does it still define you?
JJ: Winning the World Barista Championship is a deeply honorable milestone. However, I view this achievement not as a destination, but as part of a continuous process of realizing the values I pursue.
Whether I became a champion or not, my fundamental purpose — to exert a positive influence on the coffee industry —would have remained unchanged.
That said, it is undeniable that this title has acted as a powerful ‘Booster’ for my mission. It added credibility to my message and opened doors to communicate with a broader global audience.
Yet, I do not believe the title defines me. I remain, as always, a practitioner who dreams of a better world through the medium of coffee.
TCV: You’ve been doing a lot of travelling since winning the World Barista Championships. Which origin country are you most excited about at this time and why?
JJ: While every origin has its own unique charm, my focus currently rests most deeply on Ethiopia. As the birthplace of coffee, Ethiopia is a land where countless veiled heirloom varieties and innovative processing methods coexist.
The sheer diversity of its terroir and its infinite genetic potential serve as a constant source of inspiration. In exploring the roots of coffee and designing its future, no other origin possesses as dynamic a range of possibilities as Ethiopia.
TCV: Lastly, if you were to get stranded on a desert island and could only drink one single coffee beverage for the rest of your life, which one would it be?
JJ: If I were to be stranded on a desert island, I would undoubtedly choose Ethiopian single-origin coffee. I would opt for filter coffee as the brewing method, as it most transparently and precisely renders the bean’s delicate aroma and complex flavor spectrum. The vibrant yet refined acidity and fragrance of an Ethiopian filter coffee would be the ultimate companion, awakening the senses and providing comfort even in the most isolated of environments.
Courtesy of Archers
🏆 Raúl Rodas
TCV: What sparked the change in your mind from simply preparing coffee to pay for your studies to making coffee your whole career?
RR: It was several things, but primarily something that happened to me during a trip to Africa. I was in Rwanda for a training and suddenly needed appendix surgery. All of the baristas were there for me during this time and this incredible feeling of community sparked a desire in me to pursue this as my life’s calling. I really felt that through coffee you can make small changes in people’s lives and I had barely begun to scratch the surface.
TCV: Since winning the World Barista Championships in 2012, Guatemala has come a long way as an origin country. Which development are you most proud of?
RR: I think the main thing for me is that producers have started to develop a real appreciation for their craft. Before, coffee was largely seen as a commodity that was to be produced and sold. People didn’t give it much thought beyond that. After I won the World Barista Championships, Guatemalan producers realised that we could build a much stronger connection between farms and baristas. This has been a really fantastic development and I am proud of being part of that change.
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TCV: You run Paradigma, you’re also an importer and exporter, you consult and you’re an ambassador. Is there something else you still want to do in your coffee career?
RR: This is the amazing thing about the coffee industry; there is SO much to be done. Last year, I competed in the World Brewers Cup, which was an incredibly rewarding and instructive experience for me. I really loved being back on the global competition stage. The other thing I am really enjoying right now is the building of Paradigma Trading. We are not only focusing on Guatemalan coffees but also lots from other origins.
And to be honest, I’m really having fun making YouTube videos. I know I’m a bit late to the party but I have so much knowledge to share and I hope I can inspire others to go out there and pursue a career in coffee.
TCV: Which Guatemalan coffee growing region is really underrated in your opinion?
RR: There are many incredible regions in Guatemala that produce outstanding coffees but if I had to pick one, I would probably say Santa Rosa. This region has very high altitudes, which means that much of its output is SHB (Strictly Hard Bean). This happens when cherries ripen slowly and concentrate their sugars, which leads to a more complex and dense bean.
The other region I am keeping my eye on is Pueblo Nuevo Viñas. In this region you can find really spectacular coffees, which nowadays come with a lot of funky and experimental processing.
TCV: Lastly, if you got stranded on a desert island and you could only have one specific coffee beverage for the rest of your life, which would it be?
RR: Filter coffee for sure. Our culture in Guatemala is mostly centered around drinking filter coffee all day, albeit not always the best quality. It’s much more common than drinking espresso but I also really love espresso. Ha ha! This is a difficult one. I guess if I really had to chose one, it would be filter. There, I said it!
Interviews conducted and written by Alex Kitain, founder of The Coffeevine
The World Barista Championship is the most prestigious competition in the coffee industry. There have only been 25 winners since the competition began in 2000. It’s an honour to have to former champions in this month’s edition!
If you want to explore our monthly coffee boxes, you can find our full range in our shop ➡️
Now it’s over to you:
Have you ever competed in a championship? What’s been your experience? Feel free to share your thoughts in the comments.
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