Sojourner: Combining the 5th Wave with cold coffee traditions in Singapore
Cold Coffee Success Stories is a series that focuses on pioneering companies in the cold coffee space and their unique journeys. Today, we feature Sojourner, a Singaporean 5th Wave coffee company reimagining cold coffee in Southeast Asia.
Most sources agree that cold brew is a distinctly Asian invention – in the early 1600s, Kyoto-style coffee was created to keep Dutch traders fueled and refreshed on their long maritime journeys. Indeed, the Japanese already had a long tradition of cold-brewing tea: coffee was a simple swap.
Despite the enormous popularity of convenient, cold coffee in the United States – and growing trends in Europe – the lion’s share of RTD coffee-based beverage sales is still found in Asia-Pacific, accounting for almost 80% of global revenue.
For every western Stumptown or Intelligentsia, there is an APAC-based peer, innovating, experimenting with new techniques and formats, and driving the global cold coffee segment forward. Soujourner is one such example, a Singaporean coffee company firmly rooted in the 5th Wave, trading on business excellence, premium products, and specialty-grade coffee.
We spoke to Clarissa Choo, brand director at Sojourner, to hear more about the company’s journey, ethos, and vision for the future.
How Sojourner embodies 5th Wave principles
The 5th Wave, or the business of coffee, is the latest era of global coffee culture, one that combines features that have dictated success in previous waves under a modern, business-focused approach to quality and scale. The 5th wave is characterised by operational excellence, hyper-professionalism, boutique at scale, and tech savviness.
For Sojourner, 5th Wave principles form the foundation of its mission statement.
“Soujourner is an innovative concept rooted in coffee’s 5th Wave,” says Clarissa.
“It is designed to inspire both discovery and introspection. Situated in the heart of Singapore’s vibrant CBD, Sojourner invites coffee enthusiasts and explorers alike to embark on a sensory journey through exceptional coffee and experiences.
“Sojourner offers a haven for those eager to discover new coffee profiles while embarking on personal journeys. Every detail is thoughtfully crafted to evoke both solace and adventure, encouraging guests to immerse themselves in the art of artisanal coffee and tea.”
As Clarissa says, Sojourner’s goal is to provide a world-class coffee experience for all visitors, coffee enthusiasts and novices alike. This philosophy is 5th Wave incarnate, an unwavering focus on consumer experience backed up by the highest quality ingredients and beverages.
Significantly, and unlike previous Waves, this extends to cold coffee.
“For those who seek the perfect pour-over or cold brew, Sojourner offers an array of single-origin coffees sourced from some of the world’s most celebrated coffee regions. From the highlands of Ethiopia to the lush plantations of Papua New Guinea, each cold brew showcases the distinct terroir and characteristics of its origin,” Clarissa adds.
The combination of 5th Wave principles and cold coffee preparation is an exciting prospect, one that sets Sojourner apart. As modern coffee consumers increasingly prefer cold coffee options, businesses like Sojourner are well prepared to ensure quality and provenance do not slip.
A sophisticated and cutting-edge approach to cold coffee
Sojourner itself is a lens through which to view coffee development through previous waves. Beginning as Huggs Coffee in 2008, the company was one of the first to establish the concept of specialty coffee in Singapore.
“Having pioneered the 3rd and 4th waves, building over 20 Huggs Coffee outlets in Singapore, we are now embarking on an exciting journey with Sojourner to redefine the coffee experience by blending heritage, innovation, and community,” says Clarissa.
The business’s experience building and running the Huggs specialty coffee chain no doubt prove invaluable to its development of Sojourner. 3rd and 4th wave concepts – a focus on craft and science and technology, respectively – are in stark evidence at Sojourner.
“By combining the artistry of traditional methods with the latest advancements in coffee technology, we create an environment where every sip encourages introspection and exploration, whether through single origin beans, cold brews or signature blends,” Clarissa adds.
“Cold coffee culture is absolutely essential to Sojourner, especially given the growing demand for cold coffee across Asian markets. We recognise that cold brew, iced coffees, and other chilled offerings have become a key part of the coffee experience, particularly in warmer climates where they provide a refreshing alternative to hot beverages.
“At Sojourner, we approach cold brews with the same level of craftsmanship and innovation as we do our hot brews. Our cold brews are made using single origin beans sourced from renowned regions, ensuring each cup delivers a smooth, balanced flavour that highlights the unique characteristics of the origin.”
This approach is a winning formula in today’s highly competitive, globalised, and democratised coffee market. Modern consumers are knowledgable, having been well-educated by the quality, craft, and science of previous coffee eras. As high-quality coffee has become more accessible and packaged in increasingly convenient formats, today’s coffee businesses can no longer trade on quality alone. To draw customer attention, you need to offer variation, novelty, compelling brand storytelling, and engaging consumer experiences.
“Ultimately, our cold coffee offerings aren’t just about following trends – they are about providing a rich, refreshing, and thoughtfully crafted experience that resonates with the coffee culture here in Asia and beyond,” says Clarissa.
How does cold coffee at Sojourner work in practical terms, and what does the future hold?
Sojourner is acutely aware of the key consumer trends at play in the modern coffee industry. Cold options are just one of a host of movements directing the future of the coffee segment – alternative brewing methods, dietary variation, and sustainability are all key purchasing factors.
“We recognise the rapid growth of cold brew coffee in the global coffee market,” says Clarissa.
“The rising demand for cold brew is not only driven by its smooth, less acidic profile but also by an increasing number of consumers exploring new coffee preparation methods. As more people take a more profound interest in how their coffee is made, they’re developing a greater appreciation for the craftsmanship behind the cold brew.
“The shift reflects a broader trend towards premium, craft coffee experiences, where consumers seek out high-quality but thoughtfully prepared beverages. Cold brew, in particular, offers a unique opportunity to showcase the natural complexity of single origin beans, and it has become a year-round staple in many regions.
“As the cold brew market expands, we continue to innovate, offering a product that aligns with our commitment to quality and meets the evolving tastes of today’s coffee explorers.”
Sojourner rightly sees cold brew and other cold options as a means to satisfy modern demand for beverage variation while maintaining the level of craft and quality they have come to expect and, indeed, demand.
Simply offering variety is not good enough. Beverages need to be up to scratch, especially in a market like Singapore, where coffee knowledge and tradition have been built over hundreds of years of experience. Going forward, Sojourner sees cold brew as a vehicle for further innovation, buoyed by its customisation and quality potential.
“Over the next five years, we expect key coffee trends to emerge in several areas – sustainability, craft coffee innovation, and a rise in experience-led consumerism,” says Clarissa.
“As consumers become more environmentally conscious, demand for sustainable sourcing, eco-friendly packaging, and energy-efficient production methods will shape the industry. We are ahead of these trends already – we use the Loring Smart Roast to reduce our environmental footprint significantly and, of course, prioritise responsibly sourced beans.
“We also minimise waste with sustainable solutions like double-walled recyclable paper cups with paper-based drinking lids, eliminating the need for single-use sleeves or straws.”
With almost seventeen years of experience scaling specialty coffee experience and a keen eye on current and future trends, Sojourner is superbly placed for success in the modern coffee-drinking world.
Simply competing in an environment as competitive and expectant as the Asian specialty coffee segment is proof enough. Leading the vanguard is something entirely more impressive.
As Asian coffee culture continues to lead global cold coffee innovation and development, look for Soujourner at the front.
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