Shaun Liew never planned to work in coffee.
Before becoming a two-time Malaysia Brewers Cup champion, before co-founding Curate Coffee Roasters and Oro Specialty Coffee & Matcha, before coaching competitors and building teams, he was a university lecturer. He taught beverage and events management, standing on the other side of the classroom, guiding students through an industry he hadn’t yet fully entered himself.
Coffee found him quietly.
In 2012, Shaun was invited to be the official MC for a coffee symposium. At the time, it was just another professional engagement. But that event placed him in the same room as baristas and coffee professionals from across Asia — people who spoke about coffee not as a product, but as a craft, a culture, and a way of connecting with others.
“That was the first time I really saw what coffee could be,” Shaun recalled. “Meeting professionals from around Asia inspired me to explore this industry seriously.”
His entry into coffee wasn’t immediate or glamorous.
At the end of 2013, Shaun took on a part-time job at a café. It was his first hands-on experience as a barista, working shifts while continuing his career in marketing, PR, and events across Asia Pacific. That role allowed him to stay connected to coffee while learning the industry from multiple angles — from the bar to brand building, from service to storytelling.
In 2015, he opened his first café.
“That was when my professional coffee journey really began,” he said. “Ten years ago. And from there, I never looked back.”
Shaun’s path into hospitality made sense — even if it took time for him to realize it himself.
Growing up in Kuala Lumpur’s suburbs, he was not the kind of student people expected to succeed effortlessly. He struggled academically in high school, failing more subjects than he passed at one point. What changed wasn’t talent, but environment.
“I wasn’t the smartest kid,” he admitted. “But I surrounded myself with friends who were. Being around them made me realize I had allowed myself to fall behind.”
Disappointed but supportive, his parents gave him something more valuable than pressure: freedom paired with responsibility. They allowed life to teach him lessons — and expected him to learn from them.
When Shaun pushed himself, things changed. He graduated high school without failures, earned strong results in college, and eventually moved to the UK to pursue his degree in hospitality, graduating with first-class honors. He returned to Malaysia not by regret, but by circumstance — changing visa policies, followed by illness in his family.
“I think it was destiny,” he reflected. “They were always there for me. Being back meant I could be there for them.”
Family, to Shaun, is not a background detail. It is a compass.
Over the years, Shaun took on many roles — competitor, business owner, consultant, coach — but none define him as much as how he sees responsibility.
He doesn’t describe himself as a boss. He calls himself the “big brother” of the team.
“I want to bring out the best in them,” he said. “Not just in brewing, but in how they think, how they handle pressure, how they see their future. Sometimes that means pointing out small details they didn’t notice. Sometimes it means giving them a reality check.”
That honesty, he believes, matters more than motivation.
“I don’t want to paint a picture where everything is beautiful,” he said. “This industry isn’t just rainbows. It’s hard work. Determination. How far you’re willing to push yourself.”
That mindset — grounded, direct, and human — echoes throughout everything he builds.
When Shaun speaks about coffee, he rarely talks about himself for long.
Instead, he talks about Malaysia.
“I truly believe we have one of the strongest coffee communities in Asia,” he said. “We’re very close, very connected. We lift each other up.”
In Malaysia, coffee festivals, competitions, workshops, and demos are constant. But what stands out isn’t the scale — it’s the spirit.
“We share water, recipes, advice,” he explained. “We’re transparent. Even competitors help each other brew better coffee. Because if the community grows together, everyone benefits.”
That philosophy extends into how he works with clients and customers. Brew recipes are shared openly. Calibration is collaborative. The goal isn’t to guard knowledge, but to improve experience — whether someone is drinking coffee in the café or brewing it at home.
“At the end of the day, we want people to taste good coffee,” he said simply.
Competition was part of Shaun’s journey — but never the destination.
While his achievements are widely recognized, he speaks about competing with calm distance. In recent years, he chose to step back from the stage — not from lack of ambition, but from awareness.
“Something happened last year,” he said. “And I realized I needed time to recover — physically and mentally.”
Instead, his energy shifted toward coaching others, rebranding Curate Coffee Roasters to become more consumer-focused, and upgrading Oro to improve the overall customer experience. New product launches are on the way. New possibilities remain open.
“I don’t think I’m done growing,” he said. “There’s always room to improve.”
Ask Shaun what success means, and he won’t give you a finish line.
“Some people may think I’m successful,” he said. “But I still see a lot of room to grow — as a person, and in this industry.”
That perspective feels consistent with everything else he’s shared: success as movement, not arrival; leadership as service, not status.
When visitors come to Malaysia, Shaun has a simple invitation.
“Come experience our coffee scene,” he said. “It’s progressive, vibrant, and very hospitable. Coffee here isn’t just about the cup — it’s about the people.”
And maybe that’s what defines Shaun best.
Not a champion.
Not a founder.
But someone who believes that coffee, at its core, is about growing together — honestly, openly, and with care.
