During the 2025 Starbucks Leadership Experience in Las Vegas, 12 regional champions showcased their knowledge, creativity, and passion as Starbucks partners. Over several challenges that demonstrated their skills, Nobuki earned the coveted title. In every element of the competition, he celebrated the universal concept that a cup of coffee will always create a lasting connection.
From using two hands to serve a coffee mug to saying a person’s name as the beverage is presented, little gestures convey hospitality, gratitude, and connection. Starbucks baristas take pride in their creations and want each guest to appreciate everything from the perfect temperature to the special note written on the cup.
During the Starbucks Global Barista Championship, the 12 finalists stood as the representatives of the 84,000 people who chose to put their names in that initial pool. While this small group might be the best of the best, the qualities that all Starbucks partners embody were on display through this process. As the company goes back to the coffeehouse, the knowledge, creativity, and connection are the embodiment of Starbucks commitment to community created on cup at a time.
As the winner of the Starbucks Global Barista Championship, Nobuki impressed over the three-day competition. From his ability to weave coffee tasting facts into storytelling to his precision and speed, each element showcased the talents of a Starbucks partner who appreciates the dedication to excellence.
During this final round, Nobuki had the audience of over 14,000 cheering for his stunning latte art and thirsty for a sip of his signature beverage. As the competition winner, he will be co-creating a special beverage that will be available in the North America market. Everyone is eagerly anticipating this Starbucks offering.
After winning the competition, Nobuki graciously answered some questions about this signature beverage, wining the Starbucks competition, and his passion for the company. Even though we do not speak the same language, our conversation epitomizes what Nobuki celebrated in every aspect of his win, connections through coffee have no barriers.
That key theme that tied every element of his 8-minute presentation together. He was creating connection with people. It was more than the simple phrase, “Back to Starbucks” or the emphasis on the coffeehouse vibe. He wants partners to see the person beyond the customer.
Through the aid of a translator, Nobuki commented about creating that welcoming space in his store. He said, “my vision is to have customers come back to my store, not just for the beverages and the food, but for those special moments of warmth. That warm connection is the most important feeling that we should provide for our customers.”
Nobuki believes in making and serving every beverage with a smile. That sense of warmth, connection, and intention adds a flavor that cannot be found on any ingredient list. When a barista sets the intention for every beverage, the customer’s enjoyment is amplified.
For his signature beverage, the Blooming Yuzu Espresso is a celebration of both the vibrant citrus as well as Japanese culture. While yuzu is a popular choice in desserts, savory recipes, and beverages, it is not always associated with coffee. That infusion of zesty, bold citrus adds complexity to Starbucks’ iconic espresso.
His signature beverage started with a yuzu infused iced espresso. It was topped with a yuzu infused cold foam and finished with a Japanese salt. From top to bottom, the drink was a love letter to Japanese culture, its complexity, and its vibrancy.
Although this beverage is not going to be hitting stores, people can take inspiration from what Nobuki created. The idea of infusing a yuzu syrup into a cold foam would be delightful. For people who love combining orange juice and coffee, this concept is another option. Even the new espresso tonics would benefit from this flavor infusion.
When asked his thoughts about what he could potentially pitch for his co-created beverage, Nobuki would like to see a nod to his Japanese heritage. Whether it is a splash of yuzu, a dash of Japanese salt, or something else, the possibilities are many. While the ingredients matter, the reality is a bigger sentiment is even more important. That beverage needs to bring people back to the coffeehouse.
Nobuki hopes that his role as Global Barista Champion will be one of many chapters of Starbucks storytelling that brings people back to the store. Whether it is getting that first sip of his special beverage or reconnecting with an old favorite, this concept of the coffeehouse community makes every sip more enjoyable.
In his words, a great coffee beverage should have an “after taste.” To clarify, this concept is about how the flavor lingers both on the palate and in the mind. It is the taste that stays on the palate and prolongs the enjoyment, makes a person savor the moment, and potentially recall a special memory.
From that cup of coffee that mom made every morning to the beverage that fueled a late night study session with friends, food intertwined with meaningful moments are always more flavorful. Nobuki wants everyone to think about that “after taste.” Those connections in the moment and after will bring people back to their coffeehouse community.
As Nobuki travels to the roasteries around the globe, connects with fellow Starbucks partners, and shares his passion for coffee with others, his win is more than just a trophy and a title. Everyone benefits when people make connections and share their passions. The Starbucks coffeehouse doors are and are ready to welcome everyone to be part of that conversation.