A conversation with co-founders Ashley Min, Nicholas Cho, & Samuel Han. Edited for brevity.

On the name Jeong —

SH I started working as a barista straight out of college. At the time, I didn't even really like coffee that much. I stumbled upon this barista position, because one of my friends was leaving her job and she asked me if I wanted to step in for her. I went in without much expectation, but I realized like that really loved like working at the café: loved observing all the little interactions with customers and realized there was so much to learn about coffee. The different origins, different techniques. I kept working as a barista for another two, three years. I was trying to think of a coffee business and the name that came up was Jeong because I felt like it captured a lot of the feelings and the subtle, small interactions and meaningful connections that I saw going on in the cafe setting.

AM Jeong is this concept that's rooted in Korean culture. As Korean Americans, I think we're also taught this at a young age. It’s something that we grow up with, but it's this indefinable kind of connection and love that you have and care for people or a certain place or a certain object. It's not something that's really said or defined, but it's maybe taking extra care for something when no one asks you to. It’s just extra care for someone, even if you don't have a connection with them, little things like that, that make things feel familiar or comforting.

On how they all met —

NC Sam, and I knew each other and we went to the same church. We were practically neighbors, so we’ve known each other for a very long time. We went to college together and after I graduated, I moved to New York and that's where I met Ashley. Ashley and I know each other because we both interned at the same design studio. We all went on our own paths and Sam and I struck up a conversation again when he brought up Jeong. I really believed in what he was saying and the brand and connected with it a lot. I wanted to be a part of pushing that brand forward. I’m starting to think about the right people because we obviously need a designer. I try to look back on who would be a right fit or who we could work with that would mesh well with us. I just remembered Ashley from when we were interning together. She was super talented and friendly and I felt she was a good person to bring along into the team.

AM This happened in March 2020. I had never met Sam either. All three of us were just all video chatting from New York, New Jersey, Maryland. I joined this project thinking that I was just going to help out build the brand and I was going to dip after creating the branding. It was interesting because we were working together and all three of us were bouncing off each other's energies and seeing the potential for what this could be. And then I think we also became passionate about what Jeong means. Originally this was supposed to be a coffee cart that Sam was going to do in Maryland.

AM We started March 2020, but in terms of launching the coffee bags, that happened December 2020. We spent a long time building out our core values, our vision and mission.

On challenges of running a direct-to-consumer coffee business —

SH I think the biggest one is that we’re separated. We feel like we could do a lot more when we're together. Whether it's generating content or trying to take more photos of us together, that's not something that we can do on a regular basis. Which is why the pop-ups have been so meaningful for us because it allows us to really meet customers and present together. I think that time has been really meaningful.

AM The pop-up was the first time we got to actually interact with people. Most of the things are digital and people just comment on an Instagram post or direct message. We never get to actually meet these people. And then it was interesting. I think it was like getting that taste of being able to talk to people, which is something we'd be able to do if we had a location.

NC We definitely are trying to, but I think it's a slow process. Like you mentioned, we're all doing our own full-time gigs right now so balancing that and then doing what we can in our current situations. One thing that’s a challenge for any coffee business is catering to different tastes and markets and audiences. There’s a spectrum of coffee drinkers.

On legacy and what’s on the horizon —

NC I think Ashley is definitely a fan of New York. I remember talking with you too, like you're a big fan of New York. I lived in New York for a while too and I really love the city. I feel like compared to LA they're not as many small private roasters, especially Korean American ones. I feel like there could be a great opportunity there.

SH Having a space would kind of be advantageous and also speak to what Jeong is. A lot of times Jeong is tied to a place. You come to a place and you feel this sense of belonging. You see other people around you and you feel connected even though maybe you're not interacting with them directly. I think that's also my personal experience going to cafes. There's something about it that like just puts you in a good mood. I think having a space that conveys Jeong would be the best, but I think that would be our vision ultimately, but I think more importantly is how we facilitate that feeling Jeong in the things that we do and the little details. Whether it be our packaging or eventually when we're in a space, the little interactions that we have with people and the community.

On the coffee —

SH Ethiopians were my gateway to specialty coffee and we chose Ethiopia as our first ever single origin offering. Ours is a balance between a lighter and a medium roast. There's these lighter, floral notes balanced with a more darker, caramel flavor.

NC Tea-like body. Floral, slight fruity undertone, like peaches and citruses. But it's not too overpowering.