If we think about coffee in America, I used
to imagine it was weak,
filled to the brim and taken many times a day.
But its image changed in an instant since
I’ve started to live in Manhattan.
In the movie “ The Devil Wears Prada”
there’s a scene, in which Anne Hathaway
rushes to the office holding a cell
phone in one hand and a shaky tray with
four Starbucks Grandes in the other.
When the film was released in 2006, the
coffee situation in New York seems to
have been very different.
Now, for people engaged in the fashion or
the publishing world, their favorite
coffee might be different.
In the city, I see a young guy who looks
like a vegan, wearing colored-rimmed
glasses, a checked shirt holding a small cup of coffee and a slender,
beautiful blonde also has a little one, which is nearly half the sized of
Anne Hathaway’s Grande.
glasses, a checked shirt holding a small cup of coffee and a slender,
beautiful blonde also has a little one, which is nearly half the sized of
Anne Hathaway’s Grande.
It seems likely an influence of the “ 3rd
wave coffee” from West Coast cities such
as San Francisco or Portland.
as San Francisco or Portland.
In New York, the new type of coffee called
“ Gourmet Coffee” or “ Specialty Coffee”
is really popular here and there. It’s not only specifically for coffee lovers,
but ordinary people also accept it.
is really popular here and there. It’s not only specifically for coffee lovers,
but ordinary people also accept it.
It’s not just fashionable. The shop select
the beans are strictly and it very particular
about its procedure. Among those people who enjoy the very special coffee,
I feel as if I heard someone’s voice say, “Isn’t it so cool?”
about its procedure. Among those people who enjoy the very special coffee,
I feel as if I heard someone’s voice say, “Isn’t it so cool?”
I don’t know how to express it, but am I
the only person to feel this coffee culture
has become a status symbol?
has become a status symbol?
Away from tourist spots, at the coffee shop
in a place like a Brooklyn, seats are
occupied with neighbors on Saturday afternoon.
occupied with neighbors on Saturday afternoon.
They’re all Mac users and most of them are good-looking
and fashionable.
But it’s not a fashion.
The coffee tastes actually GOOD!
My husband is big fan of one of the shops
named “ Blue Bottle Coffee”
and he handedtheir Iced coffee to me one day.
and he handedtheir Iced coffee to me one day.
I’m not very particular about coffee, but I
could say it’s different.
I’m impressed.
It’s a bit tart, but very unique.
I like the rich taste, the aroma and the
total balance of the coffee.
When I stopped by the shop in the Rockefeller
center at lunchtime,
it was packed with business people and tourists.
it was packed with business people and tourists.
Even though the barista was calm, but not
tense, and I had a good impression of
the shop.
the shop.
But more than that, people go to the shop
frequently because the coffee is good
and it’s brewed under thorough control.
and it’s brewed under thorough control.
Where the beans were grown, their freshness,
and the roasting method are
all strictly controlled. A cup of coffee is made by the drip method.
all strictly controlled. A cup of coffee is made by the drip method.
There’s a reason it’s good.
Wait. I think I know this.
It reminds me of “Kanda Coffee”, where I
used to often visit in Tokyo.
There’s a sound of cozy jazz and an aroma of
grinding beans spreads
from the roaster.
Over the wooden counter, a gentle, young barista calmly makes a cup of coffee
with very deep, nice flavor.
from the roaster.
Over the wooden counter, a gentle, young barista calmly makes a cup of coffee
with very deep, nice flavor.
Back in Tokyo, I had only a ten-minutes
break before rushing to the office,
after dropping off my daughter at the nursery. I could relax from the bottom of my heart.
after dropping off my daughter at the nursery. I could relax from the bottom of my heart.
Somehow I ended up going there to have a
coffee and a small chat with the barista.
Now I understand why many Japanese businessmen
stop by a tavern
after work without really intending to.
after work without really intending to.
Kanda Coffee is such a cozy place for me….
 |
| Kanda Coffee ( Chiyoda-ku, Tokyo) |
In some articles the founder, W. James
Freeman, of the Blue Bottle Coffee said
that he got a lot of inspiration from Japanese coffee shops.
that he got a lot of inspiration from Japanese coffee shops.
No wonder!
It is said that he started to make his own
coffee in his garage in San Francisco,
and to me he seems to be a craftsman rather than a businessman.
He also says he aims to make something like a private shop, not like
a big chain store.
and to me he seems to be a craftsman rather than a businessman.
He also says he aims to make something like a private shop, not like
a big chain store.
Good old Japanese coffee shop culture is
accepted in America.
I don’t know why, but I’m really happy…!
Blue Bottle, the “Apple of coffee”, is
making news it will open a shop
in Tokyo this year.
It’s an interesting phenomenon like a re-import.
in Tokyo this year.
It’s an interesting phenomenon like a re-import.
Searching Google further, I learned the 2nd
Wave of Coffee is influenced
by Italy and developed into something like Starbucks or Peet’s coffee chain.
by Italy and developed into something like Starbucks or Peet’s coffee chain.
On the other hand, this 3rd Wave
Coffee seems to be influenced by Japanese
coffee shop culture to find relevant articles.
coffee shop culture to find relevant articles.
In fact, to see a counter at Blue Bottle or
other shops in Midtown, I can find some
equipment or accessories, such as a MELITA paper filter and a HARIO dripper,
which are made in Japan. And it makes me feel so excited!
equipment or accessories, such as a MELITA paper filter and a HARIO dripper,
which are made in Japan. And it makes me feel so excited!
Each part is very small and discreet, but
it is doing really good job.
I’m very proud of them and their maker.
I’m very proud of them and their maker.
Japanese tend to think smaller is better,
quality is more important and
very particular about the details.
very particular about the details.
However, I may be caught up in a stereotype
that Americans think bigger is better,
quantity is more important than quality, they like things not to be too complicated.
quantity is more important than quality, they like things not to be too complicated.
What is happening here?
There remains a question, but I’m feeling
something is actually changing.
I’m very interested in this situation and
keep watching this trend.
