Personal Reflections from the First Canadian World Tech Judge

The World Barista Championship is a stage most coffee lovers only see through videos or photos.

For Jaimee Noh, 2025 was her first time judging at the world level in Milan. She is a Canada National Head Judge and the first Canadian World Tech Judge, and she has spent years preparing for this moment.

This blog is based entirely on her personal experience. Jaimee shares what it was like to step onto the world stage, what she saw, and how it felt to finally be there.

INSIDE JAIMEE’S WBC EXPERIENCE

Q. What was the first day at WBC Milan like for you?

Honestly? I was nervous.

The day before competition starts, all the judges calibrate. We watch practice performances, score them, and then the head judges review everything. Not just your scores, but your notes, your consistency, how organized you are.

At competitions like this, even the judges are being judged.

The next morning, I checked the schedule and my name was not on it. My heart kind of dropped. I immediately thought, okay… I must not have done well.

Q. What did you do?

I went to the head judge and asked if there was anything I could help with.

Later that day, he told me they needed a tech judge and asked if I could step in, but he would double check my score sheets. I didn’t feel offended. It actually felt like he was looking out for me.

But after my first scorecard, I realized I had a lot to improve. My notes were messy. I was scoring too high. I needed to be more precise.

He told me very clearly, stop giving full scores. No one does that in their first year. He also told me I needed more real competition experience in different countries.

It was direct. Some of it was hard to hear. But it was good. He also said if I follow through on everything, I could become a great tech judge. That stayed with me.

Q. Even after all these years, does judging feel comfortable?

No. Not at all.

People ask if I am used to it now, but I don’t think you ever get used to it. You know how much time and effort the competitors have put into preparing for that stage. Some of them have worked for years for those fifteen minutes. So I cannot take it lightly.

I am always a little nervous. I worry about missing something. Or making a small mistake, like standing too close and distracting someone. Even tiny things feel important.

The environment is very professional and very strict, but the people themselves are warm. It is serious work, but it does not feel unfriendly. That balance surprised me in a good way.

Q. Was anything different at the WBC from what you imagined?

I think I underestimated how structured everything would be.

From the outside, you see the stage and the performances. But behind it, everything is extremely controlled. Security is tight. Our clothing has to be completely unbranded. Even our clipboards are checked before we go on stage. Sponsors are monitored carefully. You cannot just walk around drinking competing coffee either, because neutrality is so important.

It is all very systematic.

And then there are small, unexpected moments. During the semifinals, everyone suddenly dressed differently and looked extra polished. I was confused at first, then realized the event was being broadcast more widely than I expected. Nobody had warned me. It was a funny little surprise in the middle of all the structure.

Q. Was there a moment that really stayed with you?

Yes.

When a Canadian competitor, Ben Put, advanced to the finals and started crying, I felt emotional too. I did not expect that. I was still cheering for Korean competitors of course, but I realized I was also really rooting for Canada.

Then I saw his child talking about him in an interview. That made it even more personal.

It reminded me that even though this is a world championship, it is still about people.

Q. Did you notice anything about where the global coffee scene is heading?

At the world level, you see a lot of very rare and very expensive coffees. There was a strong presence of Panama coffees this year, which made me wonder if that’s becoming more prominent again.

There were also many new tools. One competitor brought so many machines that I had to quickly write down what each one did while judging. As a tech judge, that can be stressful. You have to understand everything in real time.

But what I love about worlds is the individuality. You can really see each person’s personality and culture in how they present coffee. It’s not just about flavour. It’s about identity.

Q. What did standing on that stage mean to you?

It felt surreal.

It took ten years to get there. When I first tried in 2016, I failed. Looking back, I was not ready. So to stand there in Milan in 2025 as a World Tech Judge representing Canada… I had to ask myself, did I really pass? Did I really make it?

But at the same time, it did not feel like the end of something.

It felt like the beginning of another long journey.

Judging at the World Barista Championship is more than evaluating coffee. It is about precision, focus, and the human stories behind every cup.

For Jaimee, the World Stage was a reminder of how far she has come and how much more there is to learn. From nervous first moments to emotional finals, the experience was intense, structured, and deeply personal.

Even as she reflects on this milestone, Jaimee knows this is just one step. The journey continues, with more competitions, more challenges, and more lessons still ahead.