Oscars worked as an IT professional in Riga. When he had enough of city life, he decided to move to Rezekne to reinvigorate the Latgale region and introduce some thing he was passionate about – coffee. He was used to drinking instant coffee with lots and lots of sugar. His appreciation for good coffee grew and led him to open his own coffee shop KUUP and roast coffee beans in-house.

When Oscars decided to embrace his roots, he returned home to the country to be closer to the lakes and forests. Once he established his coffee shop business and new life in Rezekne, he felt it is the place where he belonged. KUUP is one of the new cafes in town along with the kebab place Ausmena Kebabs opened to attract the new generation of people in town.