As morning arrives, Leon Foo’s day—along with millions of others awakening from sleep—starts with the habitual brewing of coffee. Beyond just sipping and stirring, Foo has immersed himself in coffee—having spent nearly 14 years in the coffee sector. “I’m passionate about what coffee culture allows for, such as design, art, and lifestyles. I’m fascinated by how coffee can connect all these elements,” contemplates Foo as we conversed over coffee (what else) at MORNING’s latest retail venue.
Those in the know consider Foo a cornerstone of Singapore’s coffee sector, having founded PPP Coffee (previously known as Papa Palheta) and established Chye Seng Huat Hardware. Others might recognize him for MORNING, a coffee-tech enterprise he co-founded in 2018.
Bowen Chiou with Leon Foo.
MORNING was initiated in 2018 when Foo launched an online platform for specialty coffee capsules. The MORNING Machine became the next critical component—as Foo and co-founder Bowen Chiou created a complete ecosystem focused on capsule coffee brewing. Its intuitive programming and coding enable home brewers to adjust brewing parameters via an app or access preset recipes from almost 120 partners that supply coffee roasters to MORNING. Amid fierce competition from larger household brands, MORNING’s arrival was refreshing, as homebrewing is now confined only by one’s imagination.
Since its inception, MORNING has steadily expanded, carving out a space on the global stage. The homegrown brand surpassed 10,000 machines sold and over 120,000 boxes of capsules shipped to coffee supporters worldwide, paving the way for a promising future. MORNING’s recent endeavor includes a physical experience space in Singapore’s newest creative hub—New Bahru—where coffee fans and curious passersby can interact with the machine firsthand, something Foo believes is vital for the brand. “I like to compare it to buying a car—you can read all the reviews, but ultimately, you need to take it for a test drive before deciding,” Foo explains.
A celebratory partnership with TANCHEN Studio signifies this milestone, as the MORNING Machine Lite is unveiled in a new array of colors, alongside various TANCHEN Studio-designed homeware. Men’s Folio connected with Leon Foo to discuss his perspective on the coffee sector, views on MORNING’s international growth, and what lies ahead for the homegrown brand.
Leon, we hear you are a coffee enthusiast. How would you rate your enthusiasm on a scale from one to ten, and how significant is it?
I’d rate it between seven and eight. What really excites me is coffee culture and enjoying a good cup of coffee alongside meaningful conversations or company. I’m passionate about the possibilities that coffee culture offers, such as design, art, and lifestyles. I’m particularly fascinated by coffee’s ability to connect all these aspects; my focus is more on enjoying the drink than obsessing over the brewing process.
With the brand’s name in mind, what’s your morning routine to start the day positively?
You know how most people wake up to their phones, right? Besides the usual morning routines, I make an effort to wake up to my family. One priority is making sure—no matter how tired I feel—I send my kids off to the school bus, so the first few interactions they have each morning are with me.
After that, I always take a moment for myself to brew a cup of coffee. Even though it’s a brief 10-minute window, it feels sacred to me. I often tell people I’m not just a home brewer but a rather lazy one. I do care about my coffee, but my goal is to exert the least effort to get it right. Unless it’s the weekend, I’m using the MORNING Machine by default.
Was it intentional that MORNING and the MORNING Machine lack an Italian connotation, unlike other capsule coffee machines?
When we developed the hardware, we had a specific vision we wanted to represent, which was more engineering-focused. The naming strategy had to evolve to emphasize the technical aspect of the product. We aimed for timeless machines instead of redesigning them every year and opted for numbers instead of Italian names. For example, we internally refer to the flagship model as the MM730. Given that we began as an unknown brand, it was a conscious decision to call it the MORNING Machine. Why 730? Because 7:30 a.m. is when most people enjoy their morning coffee at home.
Several milestones are worth celebrating, starting with MORNING’s first retail experience store six years after its founding. Was opening a physical space always part of the plan?
I won’t deny that the idea was always in the back of my mind; it just had to be implemented at the right moment. We approached this methodically. Initially, we were purely an online business, but this location offers people the chance to interact with the MORNING machine and taste different coffee recipes. I often compare this to buying a car—while you can read and view reviews, ultimately, a test drive is essential before making a purchase.
This venue was intended to create that “aha” moment in the coffee-making journey. However, we needed to ensure that MORNING had established a certain degree of presence in the market before opening a physical location. We understand there are already thousands of machines in Singapore, and because relationships within Singapore often connect people within two degrees, many will have tried or at least seen the machine in a friend’s home.
How do you feel knowing the brand is now international?
This is a great question. We’ve received an overwhelming and positive response during our overseas tradeshows and interactions with new contacts. The MORNING Machine has opened new markets, reaching a different clientele traditionally associated with coffee shops, generating excitement. Knowing that it’s a Singapore brand fills me with pride, and even though we aren’t everywhere, achieving success with accolades and recognition makes it even more significant.
Beyond retail and experience concepts, how else might this space be used?
One of the most thrilling possibilities would be hosting bar takeovers featuring visiting coffee roasters. Even though the space is small, it feels intimate and encourages meaningful interactions. There will also be genuine collaborations and launches that don’t just slap two brands on a product together.
We also envision engaging with the community differently, such as using the space as the starting point for cyclists and runners. It’s about leveraging MORNING as an opportunity for self-betterment: to seize the day in the morning or associate the brand with your individual rituals—whether in a community setting, as part of a group, or alone.
Does this space help dismantle the sometimes overwhelming and snobbish barriers to specialty coffee?
I aim to create a welcoming environment, which is why the lighting and décor are warm. Some customers have expressed that they enjoy coffee but feel unsure of how to begin. They seek simplicity paired with quality and want it to be accessible. This phenomenon is occurring worldwide—not just in Singapore, where we consistently encounter such customers. Interestingly, we’ve noted increased interest in coffee among women, who often voice their desire for simplicity.
It’s encouraging to see many diverse individuals and age groups among our customers. We’re encountering a wide range of experiences, and it’s fascinating to note that they all seem to seek to avoid the snobbishness you mentioned. Adjusting technical aspects is now possible with a simple touch. Using MORNING is straightforward and approachable, making cafe-quality specialty coffee accessible for the home user. We aim not to compete over a limited market but to expand it.
TANCHEN x MORNING Machine Lite in Maroon.
As a pioneer in Singapore’s third-wave coffee movement with 14 years of experience, how has Singapore’s coffee culture transformed since you started, and how do MORNING and this space fit into its current evolution?
When I started, I was fortunate to be in the right place at the right time. The surge in specialty coffee consumption was not just happening in Singapore but globally. There were few standout places back then—now there are countless options. You can find exceptional coffee at many locations beyond dedicated coffee shops, and skilled, knowledgeable baristas are much easier to come by compared to the past. The industry has evolved significantly and is now more competitive and inclusive.
The COVID-19 pandemic also accelerated changes, leading more individuals to brew coffee at home. The morning coffee ritual has taken on new significance, as people now have the ability to make cafe-quality coffee in their own homes. Once again, we found ourselves in a prime position to introduce the MORNING ecosystem, which made discovering coffee more accessible and exciting. We target the convenience-seeking coffee drinker looking for quality. We’ve achieved a balance of choice, accessibility, and quality. This marks a new era in coffee culture where high-quality offerings are increasingly available, especially in Singapore, thus broadening the possibilities of home brewing with coffee pods.
Sanchia Tan, co-founder of TANCHEN Studio.
Another milestone is the launch of the “PressPause” collaboration with TANCHEN Studio, co-founded by Sanchia Tan and Amber Chen. When did you first encounter TANCHEN Studio, and how did the collaboration come about?
I’ve long admired TANCHEN Studio’s work in homeware, kitchenware, and fashion from a distance. Their design sensibilities, aesthetics, attention to detail, and use of color resonate with our values. They were also exploring the homeware space in relation to MORNING. When the opportunity arose to open the store last year, I reached out to them as I wanted to launch a limited-edition collaboration for the store launch. This collaboration presents an intriguing design perspective, integrating TANCHEN Studio’s essence into the MORNING Machine, along with additional items like the chair and coasters. The collection is stunning; we are thrilled to have developed this together and I’m very proud of it.
“PressPause” collection by MORNING and TANCHEN Studio, featuring textiles, affogato sets, and the signature MAZHA stool.
Could you explain more about the meaning behind “PressPause” in this collaboration?
We considered several names, but this one truly encapsulated what we aimed to express. We recognized that both MORNING and TANCHEN Studio operate at a fast pace. The concept of “pressing pause” is central to enjoying coffee or tea. We didn’t hesitate to choose “PressPause,” as it reflects the natural need for everyone to take a moment to collect themselves. This resonates with many people and aligns well with our message. Personally, I often feel the need to press pause myself. [Laughs] Acknowledging mental health, taking a breather—whether it’s for a day, a month, or a year—is essential.
What lies ahead for you and MORNING?
We have numerous plans in place through the end of the year; the fourth quarter is poised to be significant for us. The store opening was exhilarating, and we wanted to make it perfect within the (New Bahru) creative environment. Moreover, we plan to launch two new machines: the MORNING Dream milk-steaming device in two months and the MORNING Mini by year-end.
We’re also increasing efforts with our international partners, starting with a London pop-up in July. Research and development for next year is already underway.
This article first appeared in Men’s Folio Singapore.
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