Nas Jaafar of Malaysia won the 2026 World Brewers Cup in Brussels, becoming the first competitor from his country to take the title. The victory marks another step in the growing presence of baristas from emerging specialty coffee markets at major international events.
Jaafar defeated finalists from Australia, Hong Kong, South Korea, and France. The event continued a pattern of occasional wins by competitors outside traditional strongholds such as Australia, Taiwan, and Switzerland.
Winners from newer markets have appeared more frequently at the World Barista Championship as well. El Salvador’s Alejandro Mendez took the title in 2011, followed by champions from Guatemala, Poland, Colombia, Brazil, and Indonesia in subsequent years.
Competitors from emerging markets still face significant obstacles. High costs for travel, coaching, rare coffees, and equipment often fall on the participants themselves, according to baristas and national association leaders. Import restrictions in some countries add further difficulty.
National wins can boost local interest and investment in specialty coffee. Malaysia’s Specialty Coffee Association noted increased pride and participation following Jaafar’s success.