TOKYO COFFEE FESTIVAL
A pioneer supporting a new era of coffee culture
In 2015, Blue Bottle Coffee arrived in Japan, and the term "third wave coffee" began to gain popularity. Takahiro Takeuchi, who is still involved in the operation of the event, and his colleagues approached the farmers market with the idea, saying, "We don't want third wave coffee to end as just a fad. We want to create a place where people can actually drink it and experience its depth," and so the Tokyo Coffee Festival was born.
Although the festival had no track record, thanks to the efforts of Yuji Otsuki, a former Paul Bassett employee who was involved in the launch at the time, notable stores such as Fuglen, Glitch Coffee, and Onibus Coffee were able to set up shop. It became a much talked-about event from the very first time. However, due to the huge success, there were problems with visitors lining up, and customers were concentrated at certain stores. This is where the focus turned to "information."
"When a line forms, everyone focuses on it and an even larger line forms, so we decided to post an introduction to each store on the website in advance. That way, people can choose the coffee they want to drink, rather than just waiting in line because everyone else is." Zines were also distributed to ticket buyers on-site, creating a system that allowed them to read them while waiting in line.
He also worked with the exhibitors. "Many of them were not used to setting up stalls at events, so I explained to them things like how to prepare food in advance and the number of staff needed." He continued to grow the event to improve the coffee experience for both exhibitors and visitors.
The venue is bustling with visitors of all ages and nationalities. When the festival is held in May 2024, young international students were seen, saying, "I came to check out the festival after seeing it on Chinese social media." 
The familiar mini mug is a bonus gift when you purchase a tasting ticket.
What makes this festival unique is that it brings together coffee shops from all over the country. At the May 2024 event, more than half of the shops were from outside Tokyo, including About Us from Kyoto.
In 2019, the company also launched a "Guest City" project, which selects a city from around the world and invites notable shops from that city. Shops from coffee-related areas such as Melbourne and Portland have come to Japan. After the COVID-19 pandemic, in May 2024, shops from Hong Kong and Taipei also opened for the first time in a long time.
They always take a broad perspective and reflect the current state of coffee culture in the festival. Haibara Hirotaka of Farmers Market is enthusiastic about future prospects, saying, "The theme two years ago was 'jazz cafes' and the last one was 'independent'. I think the creators in this industry today are the grandchildren of the jazz cafe generation. I think that if they can freely create the worldview they want to create, it will lead to a rich Japanese coffee culture, so I would like the festival to be able to support that."
History
September 2015: The 1st Tokyo Coffee Festival
We are taking steps to broaden our reach, including screening the film "A Film About Coffee."
April 2019: First guest city: Melbourne
We will be inviting local coffee shops and roasters, including Patricia Coffee Brewers.
October 2023: First event after COVID-19
With the theme of "Jazz Cafe," it provides a place for new proposals for generations inspired by that culture.
May 2024: Overseas quotas reinstated for the first time in five years
Shops from all over Asia, including Aaaaaa Bean Roastery (Taipei), gathered at the event, and the venue was a huge success on the day.
The 14th event is scheduled for October 2024
The theme is "Can Tokyo lead Independent Craft Coffee Roasters in the World?"
JAPAN COFFEE FESTIVAL
Promoting the charm of the region through coffee, his next dream is to go overseas
The Japan Coffee Festival is held in unusual locations such as Kofuku-ji Temple in Nara, Tottori Sand Dunes Conan Airport, and Umi Hachiman Shrine in Fukuoka.
Representative Akimasa Kawakubo was inspired to start the group after volunteering at a music festival he attended during his previous job. "I was moved by the way people meet through music. I thought maybe I could create a similar space through coffee."
From the beginning, the event has welcomed participating stores, regardless of whether they are professional or amateur, or well-known. "I think coffee is often based on information, but I want people to enjoy it for the taste. That's why I go out and find stores myself." While the event was successful in attracting customers from the start, it was also in the red. He also felt frustrated by the fact that it was so crowded that it was difficult for customers to have conversations with the stores.
In 2017, at the request of Nankai Electric Railway, they planned a festival at a station near Mount Koya. On the day, the area around the station, which is usually sparsely populated, was thronged with visitors. "The locals were very happy, saying 'So many people are coming!' The visitors were also impressed by the beauty of the place. It sparked an interest in revitalizing the local area." They rented the station building and other facilities, reducing setup costs. Their financial situation also improved.
After that, requests came in from various local governments, and the event was held in Kanazawa, Ishikawa, and Takarazuka, Hyogo. The most important thing in each event is the theme. For example, the theme in Kinomoto-cho, Nagahama City, Shiga Prefecture is "water."
Noting that local residents still use groundwater, the shops started using that water when brewing coffee, which dramatically improved the quality of the coffee. This became an opportunity for locals to become aware of the appeal of groundwater. "Many Japanese regions have wonderful things that they don't realize. If they become aware of these things and become more lively, the region will naturally become more active. I hope that the festival can be a catalyst for that."
And now, another focus is overseas. He hosted his first festival in Bangkok in 2024, but felt there were some issues. Still, he is enthusiastic about the future, saying, "I think Japanese coffee is the best in the world." The reason for this is that when he set up a stall at events in France and Germany in the past, when he was hand-dripping, people asked him, "What are you doing?", and he was surprised that overseas, the sight of brewing coffee by hand one cup at a time is considered unusual.
A look at the Japan Coffee Festival in Bangkok in 2024. 
A booklet distributed to all ticket buyers. The one in the center is from the Takarazuka, Hyogo performance, which had the theme "Enjoying the taste of coffee as depicted in Black Jack."
Just like Kinomoto Town, which was unaware of the appeal of its groundwater, countries are failing to recognize their own merits. "Japan is by far the most advanced coffee country. I feel that I have a duty to spread this culture to the world."
History
October 2016: 1st event held at Nakazakicho Hall in Osaka
The three university students who volunteered to open the stall later went on to open a cafe called Lonich, in Kuramae, Tokyo.
June 2017: 5th event held at 8 stations on the Nankai Koya Line in Wakayama
On the day of the event, over 1,000 people visited the locations of 20 local residents, from Hashimoto Station to Koyasan Station.
May 2018: 9th event held at Umi Hachimangu Shrine in Fukuoka
This was the first request from a local government. We also held information sessions for residents and learned the rewards of collaborating with local governments.
September 2023: Participating in the Asian Coffee Festival in Nankai
This was his first time planning and running an event in Korea, and he reached out to university students and other young people, inviting 10 groups to participate.
February 2024: 56th event to be held in Bangkok, Thailand
This was the first time the event was held overseas, with 12 stores mainly in western Japan taking part in the three-day event.
