Introduction:In an unexpected turn of events, Boram Julio Um, the 2023 World Barista Championship (WBC) winner, made a surprise appearance at the pop-up booth of Chinese tea brand GuMing during a coffee festival, where he personally crafted milk teas for customers. This Brazilian coffee celebrity, who is also Luckin Coffee’s Chief Coffee Master, captured widespread attention due to his high popularity and professional background. This article takes you behind the scenes of this cross-industry collaboration, as well as Boram’s influence and expertise in the coffee world.
A sudden downpour brought a hint of African coffee plantation ambiance to Shanghai’s coffee festival, but among the many vendors that remained open, the coffee pop-up booth of milk tea brand GuMing quickly became the center of attention. In addition to offering affordably priced specialty coffee drinks that tempted passersby to try something new, Boram Julio Um, who took on the role of “barista for the day” behind the counter, emerged as the most eye-catching highlight.
Boram is no ordinary barista. He is the 2023 WBC World Barista Champion, a standout in the Brazilian Barista Championship, and the founder of his own coffee brand, Um Coffee Co. His appearance at the GuMing booth, where he personally prepared milk teas for customers, left many fans exclaiming, “Isn’t this Luckin’s coffee master?”
In fact, since November 2023, Boram has been collaborating with Luckin Coffee, becoming the brand’s sixth Chief Coffee Master. His appointment sparked considerable discussion within the coffee community, with netizens joking that Luckin seemed to be “cornering the market” on WBC champions. With his professional skills and striking good looks, Boram enjoys immense popularity among coffee enthusiasts in China, often seen posing for photos with fans at Um Coffee Co. events.
However, his appearance at a competing brand’s booth, making milk tea for customers, surprised and amused many online observers. Comments included: “Isn’t this the handsome guy from Luckin? Did GuMing poach him?” and “Has he switched teams?” Some even directly addressed Luckin: “Your handsome barista got recruited by GuMing!”
Although the scene might seem out of place, fans familiar with Boram pointed out that he has recently shown a strong interest in Chinese milk tea culture. He has been spotted multiple times holding milk tea at events, and some fans have even gifted him milk tea. Perhaps for this reason, GuMing specially invited him to serve as a one-day store manager, leveraging his popularity and professional image to attract more customers to try pearl milk tea “shaken by a world champion’s hands.”
This year marks the second time GuMing’s coffee festival pop-up shop has set up in Shanghai. Unlike the co-branded event in June, this edition not only offered its signature pearl milk tea but also introduced a variety of specialty coffee drinks, drawing in many coffee aficionados. Many consumers noted that GuMing’s coffee beverages are relatively affordable, generally priced below the market norm of 40–50 yuan, resulting in long lines at the booth. Some customers even arrived too late to get coffee and had to settle for milk tea instead.
Boram’s presence at the GuMing booth not only added buzz to the event but also highlighted the potential for cross-industry collaborations among baristas. For consumers, it was not just an opportunity to enjoy a unique beverage, but also a rare chance to witness a world-class barista crafting drinks right before their eyes—making for an unforgettable coffee festival experience.
The above content is compiled by CoffeeHunters, a coffee news website.
