Our coffee orders have become highly personalized over the years, suiting our changing palettes and the way we like to start the day. But, if you take coffee out of the morning context, it often doesn't have a place in lunch or dinner settings. Kevin Jiang, the mind behind Coffee Omakase, is challenging this notion. Six years ago, the coffee curator found himself gaining an interest in the unique blends available at coffee shops in New York, but felt their flavor profiles weren’t being highlighted to their best potential. “I was working with specialty Hawaiian café Kona Coffee,” he tells Hypebeast. “I found there was so much context and information around the coffees that didn’t get an opportunity to be shared.”He went back-to-back experimenting with different dishes, though it wasn’t until the rise of sushi omakase restaurants in his area that the idea for Coffee Omakase was born. Through reimagining the intimate, multi-course format from Japan, he was able to weave various roasts with popular culinary trends. He adds, “I thought of the idea of serving multiple coffees, framed by an introductory and a finishing course so guests taste the differences between the coffees.”"My menus are an extension of my personal experiences in different international coffee scenes."After trialling Coffee Omakase in New York’s East Village, he brought it over to Katsute 100 in London, where we meet the coffee curator to taste the Spring 2026 menu. Now on its third edition, Jiang has thoughtfully refined the concept in tune with the seasons. Quickly getting a sense for his approach, the tasting opens with an Osmanthus tea that serves as an introduction to the coffee courses. This is followed by a series of Catimor coffees from China and Vietnam as well as the signature drink, Figs + Daisies, which features an oolong tea infused with Mexican washed‑processed bourbon coffee. To finish, a layered tart made in collaboration with the café brings a sweet yet comforting end to the fruity notes of the drinks.For the most knowledgeable of coffee connoisseurs, the menu presents itself as an opportunity to discover new coffee roasts sourced from different countries across the globe. But for those just starting out in the world of artisanal blends, it's an eye-opening experience into how coffee can be the star of fine dining with its complex profiles lending to the flavors of seasonal dishes. Hypebeast caught up with Kevin Jiang after the tasting to find out more about the encounters that led to founding Coffee Omakase. Read the full interview below. Hypebeast: How does your journey inform the creation of the menus?Kevin Jiang: My menus are an extension of my personal experiences in different international coffee scenes. When I was preparing the spring menu, I found myself drawn to the rise of specialty coffee where I’m from in Shanghai and wanted that to be woven into the story. I also wanted to spotlight local roasters like Killbean and Zero to One, who are focused on representing coffee culture from different regions across Asia. Their approach aligns with how I think about coffee as both a beverage and a cultural expression.What did you learn from testing the concept in New York?The testing taught me a few key things. First, storytelling comes first. The coffee needs to taste good, but it’s the context that makes it truly interesting. Second, non‑alcoholic experiences are gaining momentum. Younger audiences are drinking less and caring more about their health, so a strictly non‑alcoholic menu is seen as a feature, not a drawback. Lastly, experiences are worth paying for. Guests genuinely want to learn and having someone guide them through a tasting, especially when context and storytelling is something they value.What was the idea behind making this an intimate experience rather than a larger event?I’ve always loved ordering great coffees, sitting at the bar and nerding out with the barista. But in reality, baristas are usually too busy for extensive conversation, so I wanted to create a space where, for over 90 minutes, we could slow down and genuinely engage over coffee. It’s a vessel for connection, yet when we “go and get a coffee,” we rarely talk about the coffee itself.The omakase environment creates a uniquely intimate space to spotlight each coffee, give it context, and explain why it’s special. It’s also a space where guests and I can connect over our shared passion for coffee, with the drink as the central thread tying the experience together. It also allows me to guarantee the quality of the drinks and the service, focusing all of my energy on the coffee and the guests in front of me rather than trying to manage a large crowd and try to scale quality."It’s a vessel for connection, yet when we "go and get a coffee," we rarely talk about the coffee itself."In what ways does Coffee Omakase typically surprise guests?The signature drink, Figs + Daisies, is usually the biggest surprise. Signature coffee drinks are very popular in parts of Asia, but they’re still a relatively emerging trend in London, so guests are often pleasantly caught off guard by how layered and expressive that course can be. Many Londoners are also surprised to find that an iced filter can be simultaneously strong, light, and deeply flavourful.Beyond the menu itself, guests tend to be struck by the presentation of each drink and by how social and intimate the sessions feel. The combination of theater and genuine conversation isn’t something they typically expect from a coffee experience.How do you want to continue pushing the boundaries of specialty coffee? Is there a culinary scene you want to incorporate into future menus?I’m simultaneously focused on pushing the boundaries of coffee as an ingredient via creative signature drinks, and also pushing the boundaries of how specialty coffee is served. I want every element of the experience to feel carefully considered and meticulously designed, with the barista trusted to lead guests through a thoughtful tasting menu. I’m excited to continue experimenting with mixology‑driven techniques such as gastronomy, hydrosols, and different distillation methods, and to continue to be inspired by different cultures across the world. View this post on InstagramA post shared by HYPEBEAST (@hypebeast)