Walk the professional road between taste and comfort | Xu Jidong, "Uncle Coffee" of ROCKPORT

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"I'm not in the coffee shop. I'm on my way to the coffee shop." This coveted narrative is a portrayal of the life of Uncle Coffee Xu Jidong. Quietly taste a cup of coffee, light up the time of the day, but also taste the feeling of life, but more often, walking a pair of ROCKPORT in the city is what Xu Jidong's real life looks like.

At the age of 30, he only came into contact with coffee in order to do coffee bean business, then plunged into the coffee world, started his bean baking career, and became a well-known blogger and columnist. Xu Jidong mocked himself as a "late blogger". Step by step, Hsu Jidong built his own world of coffee taste, from consulting the bean baking factory chef to visiting coffee shops, discussing different flavors with the owners, and discussing the roasting and brewing process with the equipment raw materials.

"the so-called taste, with the word 'taste' in it, is like learning photography to start riding a bike for health, or to record life and leave good memories of the journey, not to show taste. But because of the purpose, after knowing enough, you can slowly return to personal needs rather than external vision, and that is the time for taste to appear." In Xu Jidong's eyes, the external brand or price is not absolute, just like the value of a good photo, will not be because he comes from what a high-end monocular camera; only return to personal feelings and value, is the meaning of taste.

Focus on tasting coffee is life.

In the face of ordinary people's imagination of the elegant and comfortable life of coffee lovers, Xu Jidong smiled bitterly and shook his head, because only he knew the bitterness and sweetness in it. For Xu Jidong today, coffee is already the whole of life. From getting up every morning, he starts baking beans, arranging photos, writing blogs and columns, and then takes his wife and children to visit the coffee shop. Even the trip abroad is all about the coffee shop. Not only did I interview 50 coffee shops in Taiwan when I wrote the book "baking a good cup of coffee," until now, visiting one or two coffee shops every day is still a routine in Xu Jidong's life.

"Life is all about coffee, which is actually a terrible thing." Xu Jidong said with a smile. However, although there is no distinction between work and life, there is a clear distinction between the celebrity role of "Uncle Coffee" and "Xu Jidong" as a professional bean baker. Although Uncle Coffee has more than 30,000 fans, he never tells everyone on his blog or fan page that he is selling coffee beans. because of the interests of writing books about coffee shops, Xu Jidong sells coffee beans only to ordinary consumers and never to coffee shops, but when a shop that really appreciates coffee is liked by more people because of the introduction of coffee blogs, he is happier than anything else.

Formal dress / leisure switch to wear professional fashion uncle style

Will the title of "Uncle Coffee" bring him any image burden? Xu Jidong believes that he has not set any image label for "Uncle Coffee", but timing and location are definitely the most important factors in choosing to wear them. "dressing up is a very personal thing, but if you attend an important occasion but wear light clothes, it gives people the impression of disrespecting the occasion. On the other hand, if you dress properly, others will identify with your profession more." For example, when attending a coffee show, or accepting an invitation to give a speech or give a hand-to-hand demonstration, Hsu Jidong will choose to wear something more formal, but not too straight in a suit. In private, what he likes to wear in his daily work is jeans. However, he also says with a smile that he is willing to try different things. "for example, in recent years, because of the popularity of Korean TV dramas in Taiwan, the casual and formal dress style is very pleasant."