The $635 Cup: Why Coffee Connoisseurs Are Willing to Pay Premium Prices
In Taipei, a remarkable coffee experience is drawing enthusiasts willing to pay an astonishing $635 for a single cup. Simple Kaffa, a renowned café founded by Berg Wu, Taiwan’s first World Barista Champion (2016), offers an exclusive coffee tasting experience that has captured global attention.
Located in the Huashan district, Simple Kaffa’s flagship café operates on a reservation system but welcomes walk-ins when space permits. With a design reminiscent of a fine wine-tasting venue, the two-story establishment offers a curated coffee experience. Guests are given a dedicated 90-minute session to explore rare brews, accompanied by delicacies like pandan-infused cakes and cookies.
Among the extensive menu options, the standout is the Best of Panama coffee from Elida Estate, priced at 20,700 TWD ($635). This high price tag stems from its auctioned origins—an elite batch that fetched an extraordinary $10,013 per kilogram at the prestigious Best of Panama auction in August 2024.
The pricing of this coffee extends beyond the beans themselves. Wilford Lamastus Jr., the owner of Lamastus Family Estates, confirms that each 20-gram serving of Elida Geisha Natural Torre beans alone costs $250 before factoring in roasting, preparation, service, and operational expenses. Similar pricing trends have been observed in Korea and China, where exclusive cups range from $350 to $900, often influenced by the reputation of the barista preparing them.
For Wu, coffee is more than a beverage—it’s an intricate craft akin to fine wine. His establishment, Simple Kaffa, encompasses multiple locations, but one concept stands out: The Coffee One. This specialized tasting bar is dedicated to showcasing rare, auctioned coffees. Wu, alongside his co-founder and wife, Chee Lu, meticulously curates beans from elite auctions such as the Best of Panama and Cup of Excellence.
Each batch of these prized beans undergoes a rigorous process. Wu roasts them in small 100-gram quantities using a ROEST sample roaster, ensuring optimal freshness. The coffee is then aged briefly and sealed in 12-gram nitrogen-flushed bags to preserve its flavor complexity.
The clientele for such exclusive brews consists of two main groups: seasoned coffee collectors who only drink premium selections and curious enthusiasts eager to experience a world-class cup at least once. According to Wu, demand initially peaked with two to four cups sold weekly, though now sales have stabilized at about one cup per week.
While some debate the ethics of such high-priced coffee, Wu remains firm: as long as there’s demand, the market will continue to thrive. In the world of specialty coffee, exclusivity and quality come at a price—one that some are more than willing to pay.
