Nick Cho, known for his popular Your Korean Dad videos, is also a significant figure in the third-wave coffee movement, which emphasizes coffee appreciation and the unique characteristics of coffee beans. Cho first mentioned the term "third-wave coffee" in a 2005 NPR interview and has since been a leading advocate for high-quality coffee. At the Food and Wine Classic in Aspen, Cho will host a seminar titled “Not Your Average Cup of Joe — The Art of Coffee,” where attendees can taste and compare coffees roasted to different levels. The third-wave coffee movement contrasts with the first and second waves, focusing on the terroir, origin, and cultivation of coffee beans. Cho encourages a balance between the advancements of third-wave coffee and consumer preferences, advocating for medium roasts that highlight coffee's natural sweetness and unique flavors. He believes in educating consumers while validating their personal tastes, urging people to explore and enjoy coffee in its many forms.
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