Horiguchi Coffee exhibits at Asia’s largest specialty coffee event “SCAJ 2024” and holds tasting event and talk show with the theme “What is specialty coffee?”
Horiguchi Coffee Co., Ltd. Press release: October 2, 2024 Horiguchi Coffee will exhibit at Asia’s largest specialty coffee event “SCAJ 2024” and will hold a tasting event and talk show with the theme “What is specialty coffee?” Coffee beans from the lineup linked to the presentation at the booth are also on sale at special prices
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(Headquarters: Setagaya-ku, Tokyo, President: Yasushi Wakabayashi) will be holding an event at Tokyo Big Sight from October 9th (Wednesday) to October 11th (Friday). We will be exhibiting at Asia’s largest specialty coffee event, “SCAJ World Specialty Coffee Conference and Exhibition 2024” (SCAJ2024). In conjunction with tastings and explanations at the booth, we will also be selling small quantities of coffee beans that embody the “cleanliness” and “individuality” that are essential for specialty coffee.
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-a9c31f478e2cca3a66505e61fc350c11-3008×2000.jpg *2023 status (coffee tasting/explanation)
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-658fc3c6bfd078b4b2209dde6b71c726-3008×2000.jpg *2023 status (talk show) The concept is “What is specialty coffee?” The term “specialty coffee” has been recognized by general consumers about half a century since its creation, but a universal definition has not yet been established. Our company, which has been pursuing the quality of coffee for 34 years since its founding, will explain this fluffy and ambiguous term. Exhibition background/concept intention Currently, the specialty coffee industry is in extreme turmoil. While the specialty coffee market is expanding, there is a tendency to view both positive and negative flavors as “characteristics” and
“individuality.” In light of this situation, our company exhibited at SCAJ for the first time in 10 years last year, and through the history of the industry and past experience, we Specialty coffee is something that you can enjoy by finding the “character” derived from the raw beans in the flavor I told you that. This year, while adhering to the same concept, we will introduce our specialty coffee in a way that is easier to understand than last year. In order for you to reaffirm Horiguchi Coffee’s idea of specialty coffee for yourself after the exhibition, we will be selling our coffee beans and related goods at special prices at our booth, focusing on the coffee beans we sampled. Additionally, as more and more people are using home roasters to roast samples, we also sell green coffee beans in 150g units. In addition to coffee tasting and explanations, a talk show will also be held inside the booth. In addition to CEO Wakabayashi’s explanation of the exhibition concept, our Chief Sustainability Officer (CSO) Ryota Ito will invite guests for a discussion on the theme of “Coffee and Sustainability.” In addition to the theme of the talk show, the booth itself was also designed with sustainability in mind, just like last year. Most of the building materials are made of wood, and the building is kept in a reusable state with minimal painting. This minimizes plastic use and post-exhibition waste. SCAJ World Specialty Coffee Conference and Exhibition 2024 ・Period: West Exhibition Building Halls 3 and 4: October 9th (Wednesday) – October 11th (Friday), 2024 10:00-17:00 (until 16:00 on the last day) South Exhibition Building Hall 3: October 9th, 2024 Sunday (Wednesday) – 12th (Saturday) 10:00-17:00 ・Venue: Tokyo Big Sight West Exhibition Building Halls 3 and 4 South Exhibition Building 3 Hall *Horiguchi Coffee store area: West 3 hall booth number: 3007 ・Address: 3-11-1 Ariake, Koto-ku, Tokyo 135-0063 ・Access: Approximately 7 minutes’ walk from Rinkai Line “Kokusai Tenjijo Station”, 3 minutes’ walk from Yurikamome “Tokyo Big Sight Station” ・URL: https://scajconference.jp *Pre-registration is required for admission (free for those with an invitation; paid for those without). Horiguchi Coffee Exhibition Contents 1. “Tasting experience” to understand specialty coffee You can sample multiple coffees based on two themes: “clean” and “unique.” “Clean” explains the “ingredients” and cleanliness of “roasting” of specialty coffee. In “Individuality”, we will tell you about the greatness of the “individuality” of coffee flavor, which is based on “clean”. 2. “Product sales area” where you can enjoy a variety of specialty coffees at home We will sell a variety of roasted beans in 100g units (*), including the coffee beans sampled at our booth and Horiguchi Coffee’s standard blend “CLASSIC series.” In addition to the “Casual Line,” a product group that can be enjoyed casually, and the “Drip Bag YOKOHAMA ROASTERY,” a limited edition product
commemorating the 5th anniversary of Yokohama Roastery’s opening, we also offer 150g of the highest quality green coffee beans that we usually handle. Sold by the unit. All products can be purchased for a flat rate of 1,000 yen. Discounts are applied when purchasing 5 or more items, and the more items you purchase, the better the discount. *Excluding some products.
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-0f79fa0f8c0e91dd75a4271f39224190-2001×1301.jpg Casual line
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-ddac3ec70fa3d408e6ff252de789ff47-3900×2600.jpg Drip bag “YOKOHAMA ROASTERY” 3. “Talk show” to deepen your
understanding of specialty coffee Twice a day, we hold a talk show that unravels the question, “What is specialty coffee?” President and Representative Director Yasushi Wakabayashi will talk about specialty coffee under two themes. One is the booth’s concept of “What is specialty coffee?”, which will be examined from the perspective of its “origin” and “flavor.” The other theme is “Exploring specialty coffee from the perspective of luxury items.” We view specialty coffee from a broader perspective as a luxury item. In addition, Ryota Ito, our Chief Sustainability Officer (CSO), will hold two conversations with guests about “Coffee and Sustainability.” Details such as the date and time of the talk show and the
interviewees will be announced separately on our SNS etc. as soon as they are decided. *You can watch the talk show for free without prior reservation, but the number of seats is limited.
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-e0a85bcf54fb20e7c485b9cbfef7e05c-1000×1334.jpg Horiguchi Coffee Co., Ltd. Representative Director and President Yasushi Wakabayashi Born in Saitama Prefecture in 1980. Joined Horiguchi Coffee Co., Ltd. in 2005. Immediately after joining the company, he seizes the opportunity to visit a production area. After being in charge of opening the Uehara store in 2008, he gained experience in roasting, blending, and as a green bean buyer. Appointed to current position in July 2020 after serving as supervisor of green bean procurement department, roasted bean production, and distribution department. The brand site and online store will be renewed in 2021. In 2022, we will renew our standard blend and call it the “CLASSIC Series.” Store renewal will be carried out sequentially, with Otemachi One store in 2022 and Komae store in 2023.
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-6f58fc8ebd9aece3282195a1895c56ec-1996×2534.jpg Horiguchi Coffee Co., Ltd. Director CFO / CSO (Chief Sustainability Officer) Ryota Ito Born in Chiba Prefecture in 1968. After graduating from university, he worked for the Space Exploration Agency (currently JAXA) for 10 years. While stationed in the United States, he discovered the potential of coffee and switched to the coffee industry in 2002. Joined Horiguchi Coffee in 2003, served as Representative Director and President from April 2013 to June 2020, and assumed current position from July 2020. In addition to supervising and promoting the company’s sustainability-related activities across the company, he has also been involved in educational activities related to coffee and sustainability for 20 years outside the company, including through the SCAJ Sustainability Committee. 4. Tabloid “What is Specialty Coffee? 2024” Free Distribution A total of 16 pages summarizing Horiguchi Coffee’s concept of “specialty coffee.” It is filled with essential information for understanding specialty coffee, from the origins of the word to the history of the industry, flavor explanations, introductions to the techniques a roaster should master, and images of how to make blends. Since last year, we have enriched some content and updated the version.
https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-a66557536de111abbc4bef47816c54e4-3751×2501.jpg 5. [Otemachi One store only] Espresso discount ticket distribution Otemachi One store is a cafe/bar where you can enjoy Horiguchi Coffee’s various specialty coffees in drip or espresso drinks. We would like you to take this opportunity to experience Horiguchi Coffee’s ideal espresso, and we will be distributing espresso discount tickets at the SCAJ2024 booth. For those who bring their tickets, we will offer an espresso single of your choice at a special price. Please stop by Otemachi on your way back from SCAJ2024. ・Period: October 9th (Wednesday) – December 28th (Saturday) ・Time: 7:30-18:30 (9:00-18:00 on Saturday) ・Applicable product: Espresso single ・Type: Blend #7 / Ethiopia “Golo Bedessa Washed” City Roast ・Price: 200 yen (regular price from 2nd cup)
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https://prcdn.freetls.fastly.net/release_image/68009/17/68009-17-a64f1c6d7bee7b726329db5daa4084c0-3900×2925.jpg About Horiguchi Coffee With the brand concept of “THE NEW COFFEE CLASSIC,” we aim to increase the value of coffee and contribute to the enrichment of everyone’s lives. Our core business is roasting and selling coffee beans, and we also supply green coffee beans and operate a coffee shop. As a specialty coffee shop, we use only the highest quality (high-end) green beans. Most of our products are sourced from producers with whom we have long-term relationships of trust. In a departure from the current trend, we do not place too much emphasis on single-origin (straight) or light roasts, but also place emphasis on blends and dark roasts. In addition to a variety of single origins, we have a lineup of nine standard blends and a limited-time special blend. We also produce food such as sandwiches and cakes in-house, and offer a menu that pursues pairings that make coffee and food even more delicious. We offer a variety of ways to enjoy coffee. Horiguchi Coffee Company Profile Founded: May 1990 Established: July 19, 1996 Capital: 10 million yen Head office location: 1-12-15 Funabashi, Setagaya-ku, Tokyo 156-0055 Representative name:
Representative Director and President Yasushi Wakabayashi Number of employees: 70 (as of the end of September 2024) Main business: Supply and roasting of green coffee beans, sale of roasted coffee beans, operation of coffee shops Brand site: https://www.kohikobo.co.jp/ Online store: https://kohikobo.com/ Store information:
https://www.kohikobo.co.jp/shop/ Newsletter:
https://www.kohikobo.co.jp/news/newsletter/ Official X (old Twitter): https://twitter.com/kohikobo Official Facebook:
https://www.facebook.com/horiguchicoffee/ Official Instagram: https://www.instagram.com/horiguchicoffee/