The Next Brew: Young Perspectives on Kopi and Culture

In this moderated panel discussion, three young Singaporeans, Joshua Simon, Thong Vilaivongse and Yip Jiajie, come together to share their unique relationships to coffee and their views on Singapore’s distinctive kopi culture, serving local communities, and their experiences navigating the local coffee scene as micro-businesses/ SMEs.

Joshua Simon is the founder of Baobei Coffee, a community-centred home-based coffee business, Thong Vilaivongse is the owner of Narrative Coffee and brand strategist at Oatly, and Yip JiaJie is a Marketing Lead at Tiong Hoe Specialty Coffee.

About the Speakers

Joshua Simon is the founder of Baobei Coffee, a community-centred coffee brand born from a passion for flavour and connection. From a small home café to serving at weddings, events, and even brewing for Netflix, Baobei Coffee has grown with the strength and love of its community.

Featured in the Straits Times and Singapore’s official Instagram (@singapore), Joshua remains grounded in his belief that great coffee brings people together and it’s the people who make Baobei Coffee what it is today.

Thong Vilaivongse is the coffee owner of Narrative Coffee, a café based in Bras Basah Complex. He is also a brand strategist at Oatly, a brand for oat-based alternatives to dairy. Blending creative brand strategy with hands-on experience in the specialty coffee industry, Thong brings a unique perspective on building authentic, mission-driven brands.

Yip Jiajie, a Marketing Lead at Tiong Hoe Specialty Coffee, started off as a barista, immersing himself behind the counter, brewing and understanding the nuances of every bean. His passion led him to share his craft with enthusiasts through coffee workshops. At Tiong Hoe, he managed B2B sales and client training and is now a Marketing Lead where he manages digital marketing, with a focus on e-commerce and social media.

Moderator
Kevin Seet is a Librarian at the National Library. He manages the National Library's Business, Science and Technology collection as well as related content development.