BY ISABELLE MANI
BARISTA MAGAZINE ONLINE
Photos courtesy of the Specialty Coffee Association
When Chatchalerm Lertanekwattana, known across the Thai coffee community as “Boss,” was named the 2025 World Cup Tasters Champion this past June at World of Coffee in Geneva, Switzerland, it was more than a personal triumph—he had just become the first Thai competitor ever to win a World Coffee Championship (WCC).
Born and raised in Bangkok, Thailand, by a Thai-Chinese family with four older brothers, Chatchalerm describes himself as having been an “average” student at an all-boys school, with “rebellious and mischievous moments.” In his teens, he doesn’t recall being interested in any particular profession. “All I did in my spare time was play video games,” he jokes.
After graduating from high school, a short stint working with his family confirmed that whatever his career path was, that wasn’t it. But in 2019, everything changed when a friend’s coffee competition post popped up on Chatchalerm’s Facebook feed.
“I asked him immediately which cafés I could get a job at as a barista,” he says. From there, it didn’t take long for him to realize that working with coffee could turn into a career that would let him dive deeper into his inherent love for exploring flavors and tastes.
“I’ve always loved playing little guessing games when I eat or drink something, even before I got into coffee. I’d try to figure out the ingredients just by the smell and taste, and it was a lot of fun,” Chatchalerm says. “I still get that same thrill every time I sip a new coffee.”
Going Back to His Roots
We spoke to Chatchalerm twice for this story: first, after his win, and again after a whirlwind of public appearances and the 2025 Thailand Coffee Fest. The second time, he spoke less as “Boss” and more as Chatchalerm, sharing the story of how his identity, family, and cultural roots shaped his craft. My impression was that time back home allowed him to metabolize things a little bit more; that, or maybe my questions allowed him to talk about his sensory connection to his family for the first time.
When Chatchalerm’s name was announced in Geneva, his thoughts went straight to his family. “I am sure you can do this,” his mother had told him while hugging him goodbye before his flight to Switzerland—what he shares was the first hug that he could remember getting from her since he was a child, which felt like an even more important win.
“My family doesn’t talk much or share feelings openly, but they always support me,” he says. “When they found out I would represent the country on the world stage, my mom messaged me, ‘Well done, my child.’ I cried.”
Chatchalerm also credits his mother’s cooking for catalyzing his passion for sensory experiences. “My earliest memories are of her food. Her talent is unique,” Chatchalerm recounts, sharing that he inherited both his mother’s adventurous nature and love for spicy flavors.
“I remember one time I cried because the food was so spicy, but I kept eating it anyway because it was delicious,” he laughs. “I especially loved som tam (papaya salad) with fermented fish sauce, which had a very strong aroma, and spicy and intense taste.”
The Sensory “Boss”
For someone who describes himself as “not naturally good at speaking,” Chatchalerm has a certain quiet confidence to him—an air of ambition. In his self-written bio for the WCC website, he even joked, “It would be much appreciated if the emcee would not ask me too difficult questions on stage.”
But despite his nerves, Chatchalerm was determined to do well. As the Sensory Research Lead at the Central World branch of Roots Coffee in Bangkok, he had been training for competitions for three years.
Set on winning, he built a disciplined routine: six days a week of palate training, sensory drills, and mental exercises. “Taste is the foundation, but memory and focus are what carry you through the competition,” he told Barista Magazine.
He also cites former Cup Taster champions Kyoungha “Charlie” Chu (2021), from South Korea, and Martin Wölfl (2024), from Austria, as some of his biggest inspirations.
A Look at Thai Specialty Coffee
Coming from a country where specialty coffee has only recently become mainstream, Chatchalerm says that winning carries what he describes as “a huge sense of responsibility.” Over the past decade, innovation and a growing appetite for specialty coffee have elevated both the quality and reputation of specialty-produced Thai coffee and the country’s local coffee scene. In 2024 alone, the country’s coffee market grew 8.33%, with the specialty segment expanding by around 25% annually over the past five years.
“Thailand is a tropical country, so cold coffee is very popular here. Everyone loves Es Yen (meaning ‘iced espresso’ in Thai),” Chatchalerm says. But the Es Yen isn’t just coffee over ice; it’s a blend of espresso, condensed milk, evaporated milk, and fresh milk, resulting in a rich, sweet, and creamy beverage.
As for specialty coffee, preferences throughout Thailand are diverse. While traditional natural and washed processes are still widely appreciated, there is a growing interest in experimental processing methods. “Additionally, black coffee and milk-based drinks without added sugar are becoming more popular. There is also an increasing trend toward health-conscious options, with matcha gaining significant attention,” Chatchalerm adds.
Overall, Chatchalerm shares that he hopes to showcase Thailand’s specialty coffee scene as unique, while also connecting it to a wider Asia-Pacific identity—and he believes this shared identity can help strengthen individual regions.
At the recent World Coffee Championships in Geneva, three out of the four champions were from coffee-producing countries in Asia. Aside from Chatchalerm, Chen Zhuohao from China won in Latte Art, and Georgius “Odi” Audrey Teja from Indonesia took home the title for Coffee in Good Spirits (CIGS).
“I think the momentum is shifting toward the East,” says Mikael Jasin, the 2024 Coffee in Good Spirits Champion and coach of this year’s CIGS winner, Odi. “And it’s been like that for a while.”
“We all share a common spirit of care, humility, and passion in the way we approach coffee,” Chatchalerm adds.
When it comes to the future, Chatchalerm says he is not chasing another title just yet, but instead wants to focus on leveraging his win to contribute to the growth of the industry—through mentoring young competitors, running sensory workshops across Southeast Asia, and deepening the region’s place in the global coffee conversation.
Isabelle Mani (she/her) is a writer, journalist, and communicator specializing in the international coffee industry. Since 2017, she has focused on writing articles and features for various international coffee news outlets. Isabelle has traveled to coffee-producing countries such as Colombia, Kenya, Rwanda, China, and Brazil to study and research coffee. She holds training certifications from the Specialty Coffee Association (SCA) and the Coffee Quality Institute (Arabica Q Grading).
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