“We have a passion for coffee. We want to deliver good coffee to all of our customers. We want our customers to enjoy a professional coffee experience when they visit our shop, and educate them on what is good coffee and what differentiates us from other coffee shops.”

Chester Tam

Owner of Ideaology & World Barista Championship Judge

Our Urban Explorer

Can you briefly introduce yourself?

My name is Chester. I am the owner of Ideaology and operator of Page Common café inside Page148 hotel.

So how did you get into the coffee business?

It’s funny that you asked, because I graduated with a degree in construction management and spent the first six years working in this field thereafter. I knew I didn’t want to be in the construction industry, but at that time I did it mainly for the income and job stability. After quitting my construction job, I worked as a pharmaceutical salesman for several months, and then as an account manager at a television network for a year.

I was still figuring out what I wanted to do with my life, and it wasn’t until I was 30 years old that I found my passion in coffee. Coincidentally, a friend of mine who owned the Barista Caffe at the time wanted to sell it. Although I didn’t know much about coffee I saw this as a good business opportunity and having saved up some money knowing that I wanted to explore the possibility of opening my own business, I decided to buy the coffee shop from him.

My decision then was based upon the learning experience of how to run a sustainable business rather than my passion in coffee. It wasn’t until after running the business and starting to learn more about coffee that made me truly appreciate it.

When did you brew your first cup of coffee?

Believe it or not, I brewed my first real cup of coffee in 2006 when I managed my first coffee shop.

What do you like most about your job?

The first thing must be coffee, of course!

I truly enjoy the taste of coffee – this is my passion. The other factor that really makes my job so fulfilling is the interaction with people.  I can use coffee as a means to approach customers and interact with them, and at the end of the day, it is the amazing people that I get to work with and the customers I get to serve that have fueled my success and happiness. It is because of these people that my business continues to evolve, change and grow with them.

You are the first local coffee trainer recognized by The Speciality Coffee Association of Europe and was a judge at the World Barista Championship. Can you tell us more about that and how it all happened?

After taking over Ideaology, I set my goal to be a professional coffee expert so that I could make a good cup of coffee, and attract other coffee connoisseurs to my café that share the same passion as me. To start my coffee learning journey, I went to numerous countries around the globe like Taiwan, Germany and London to learn from other coffee professionals, as there were not many coffee teachers in Hong Kong back then. I received many certifications from these countries but I still wanted to learn more, so I decided to take an exam to qualify to be a judge for the World Barista Championship. However, the prerequisite to even qualify for the exam was two years of experience in judging various coffee competitions, so from 2009-2011 I traveled between Hong Kong and China to judge various coffee competitions. In 2012, I realised my goal of becoming a judge at the World Barista Championship in Seoul, Korea, when I was selected as a judge to represent the Hong Kong region.

To start his coffee learning journey, Chester traveled to numerous countries around the globe to learn the tricks of the trade from renowned coffee professionals.

You got into the coffee business before it became a “lifestyle” and before it was regarded as an art. When you first started your coffee business, did you have any self-doubts or doubts from others that it would not succeed?

When I ran my first coffee shop in 2006, there weren’t many boutique cafés around like there are today. Back then, there were mainly coffee chains like Starbucks and Pacific Coffee and only a handful of boutique cafés in Hong Kong, so we did have a competitive edge in that sense. However, there were major setbacks being a new coffee shop owner. All the old staff left when the company was sold to me so there was a lot of pressure to recruit and train new people. At one point, I can recall I had to be the cook in the kitchen while managing a whole café simultaneously. It was tough for the first few years, but then we trained up our staff and they have all been very dedicated and loyal to the company. For that, we are so grateful!

All About Coffee

Since we are in the midst of a coffee expert, what exactly does the perfect cup of coffee entail? Any useful tips?

Freshness is always what I look for when it comes to the perfect cup of coffee: Freshness of the green bean, of the roasted bean, of the grounded coffee and of the brewing coffee itself.

Is there a preferred coffee of choice for drinking each time you visit Page Common?

I enjoy the classic pour-over coffee so you can truly taste the freshness, quality and origin of the coffee bean without the added extras like sugar and milk that may slightly alter the natural flavour of the brew.

For newbie coffee drinkers, what coffee would you recommend they try first and why?

This will vary from person-to-person as we all have different preferences and tastes, but as a first-time coffee drinker, I would recommend the Caffè Americano. It is a type of coffee beverage that is prepared by diluting an espresso with hot water, giving it a similar strength but different flavor from traditionally brewed coffee. I would recommend this to newbie coffee drinkers because you can really taste the freshness and quality of the coffee bean in its most natural way.

Travel Inspiration

As a renowned coffee barista and owner of several coffee shops in Hong Kong, you have quite a dynamic role. Do you find yourself traveling more for work or for pleasure nowadays?

To me, my work is my pleasure. So even when I travel for business, whether it is learning from other coffee professionals or judging a coffee competition in a foreign country, it still relates to coffee somehow. Each time I visit a new country or destination, I always make a list of coffee shops I want to visit beforehand. Inside these coffee shops, I would just sit there for hours, observing the details of the café – from the décor and its interior to how their beverages are prepared and the way the staff interacts with its customers.

As a true coffee aficionado, each time Chester visits a new country or destination, he makes a list of coffee shops he wants to visit beforehand.

Exploring the City

Given that you can fit them into one bag, what are your must-have items when you go exploring in Hong Kong?

To be completely honest, I never carry a bag with me when I travel. I am all about traveling light and comfortable, so I only carry with me my mobile and wallet. When I travel, I don’t like the rush. I prefer embracing the moment – sitting at a coffee shop and watching how the locals interact.

In 3 words, how would you describe Hong Kong?

Opportunity, Energetic, Fun

Being a coffee connoisseur yourself, could you recommend three of your favorite coffee shops in Hong Kong that have left an impression on you, taking into account both taste and décor. What stands out to you about each coffee shop?

Barista Jam in Sheung Wan – Barista Jam offers fresh, quality coffee prepared by knowledgeable baristas

Accro Coffee in Yuen Long – This coffee shop comprises of many barista champions that really showcase their craftsmanship in each cup of coffee

N1 Coffee & Co. in Tsim Sha Tsui – Good coffee and great ambiance. You can see the level of professionalism in which they prepare the coffee

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