Joe Yang has a kind, unassuming presence that belies the intensity driving his relentless pursuit of excellence. When MiiR sat down with him at Portland’s SuperJoy Café, where he roasts coffee, it was clear that his craft is fueled by a deep curiosity and a desire to connect with others. As he poured intricate, playful latte art designs for our photographer – each more creative than the last – Joe’s joyful energy shone through. It’s this spirit of innovation and possibility that attracted MiiR to Joe and speaks to the essence of Lunar New Year.
Read on to learn more about Joe’s incredible journey, his reflections on Lunar New Year, and how his story inspired the creation of our 2025 Lunar New Year Camp Cup.
A journey from New Zealand to National Coffee Championships
When Joe Yang left his home in central China to study in New Zealand, he never expected that a simple coffee meetup would completely alter his life. That casual invitation introduced Joe to a world of coffee culture that he had never encountered before, sparking a journey that would lead him to become a national coffee champion and a symbol of connection through coffee.
Joe’s first encounter with coffee was overwhelming – he didn’t understand espresso drinks, brewing techniques, or what made a latte different from a drip coffee. Fast forward, and today Joe is a three-time US Roasters Championship finalist and winner of both the US Brewers Cup (2023) and the US Latte Art Competition (2024).
“Coffee isn’t really about coffee. It’s about people – creating space for connection, new experiences, and joy.”
Joe’s story embodies the spirit of the Lunar New Year celebration – honoring tradition while embracing new beginnings.
The 2025 Lunar New Year: A celebration of connection
As Joe recounts cherished memories of Chinese New Year, like red envelopes, family feasts, and celebrations marking the Year of the Snake, the sunlight reflects off his MiiR 2025 Lunar New Year Camp Cup.
This limited-edition camp cup celebrates the cultural richness of the Lunar New Year with a bold, elegant design that’s as inspiring as Joe’s journey. The Year of the Snake represents transformation and connection, themes central to Joe’s life and MiiR’s mission.
What will the Year of the Snake bring?
The sun glints off his MiiR Lunar New Year Camp Cup, the delicate latte art having long ago re-swirled into something new and unpredictable. Joe is at peace, you can feel it, but it’s a peace that resembles a burning red ember – not flitting about like a flame, but radiating a joy so tenacious, and infectious.
None of us know what the Year of the Snake will bring, but Joe has the right idea: each new moment is bursting with the possibility of discovery and friendship. The invitation? Don’t hold back.
BRING HOME THE YEAR OF THE SNAKE
