Coffee as a craft
Urbanization. Hectic city lives. Hunched over the computer all day long. All parts of daily life for millions of people around the world today. But over the past few years there has been a growing counter-movement of seeking out the less complicated life. From slow food and home-grown produce to small boutique hotels and a surge in popularity of knitting, the small-scale, handmade is gaining in popularity as people look to connect to their roots.
This is also very much true for the coffee industry, which is now experiencing what many describe as “the third wave”. Over the last few decades, Starbucks has conquered the world and transformed coffee from something mundane to a $7 cup of personal branding. Now with the third wave, however, more and more people are turning away from the mass-market in search of more unique coffee.
“Coffee is, in many ways, like wine – each bean is different and each roaster has their own way of processing the beans, creating a lot of unique flavors, and this is something people are becoming more aware of”
Through their subscription service, Kurasu ships unique roasts sourced from local, independent Japanese coffee roasters to customers all over the world. Their decidedly stylish café in Kyoto, Japan, also features the different roasters on a rotating schedule, helping small roasters gain awareness also in the local market.
As the interest for specialty beans and roasts has grown, the process of making coffee has also started attracting more attention. In what Otsuki describes as the “seed to cup” movement, people not only care about the beans but also the actual creation of that perfect cup of morning coffee. This has led to Kurasu selling a wide range of quality Japanese coffee processing equipment via their global online store.
And even though the equipment Kurasu sells requires the user to take more steps, the philosophy of you yourself creating something with your own hands, taking control of the craftsmanship, is something that seems to appeal to a growing audience.
“There is a certain satisfaction in producing a perfect cup of coffee with your own hands, instead of just pressing a button on a machine”
“There is a certain satisfaction in producing a perfect cup of coffee with your own hands, instead of just pressing a button on a machine” says Otsuki, who himself associates the process of brewing a cup to childhood memories of his mom brewing coffee in the family kitchen.
In the same way, the making of coffee has become a ritual for many, where the grinding of beans, pouring of water and waiting for the drip to complete is a way to pause the hectic world and put your full attention to perfecting that cup.
Kurasu is now looking to bring that experience to Singapore as they are opening their first shop overseas in June 2017, at the new district6 co-working space in Singapore, giving stressed Singaporeans the chance to relax, and unwind with a cup of freshly brewed Japanese specialty coffee.
“Our vision is ‘to bring people together through coffee’ and we are therefore excited to open our first overseas shop in a co-working space that shares the same values as us”, finishes Otsuki.
Visit Kurasu Coffee @ district6, Odeon Towers #02-01, 331 North Bridge Rd. Singapore or find out more about them and their special coffee equipment on their website