I went to Japan to sing… and discovered an art I could taste.

There, I heard of a man they called “The Magician of Bread.”

“How can there be a Magician of Bread I haven’t met?”

Curiosity led me to the Korean professor, Lee Hyo-sang. I sought him out, met him, and tasted his creations.

And I vowed to share the magic of the Magician of Bread with the whole world.

From Tokyo to Korea, from Iran to the Gulf… and on to the heart of Hollywood.

Some art reaches you through sound. Some, through a taste that lingers in memory.

At Coffee by Shams, I invite you to taste this story.

Here, the coffee rituals of the East meet Professor Lee’s creations, and cultures I love come together at one table. We choose what captures our imagination and reimagine familiar flavors, inviting you to share the pleasure of discovery that began this story.

This is The New East through my eyes: curiosity that leads to an encounter, an encounter that opens a world, and a taste we love so much we want to share it.

I’m Shams. Choose your cup… I’ll let the flavors tell the rest.