SCAJ (Specialty Coffee Association of Japan) is addressing a variety of activities aiming for diffusion of the coffee culture and good coffee in Japan. This summer, SCAJ held the largest coffee exhibition in Japan at the Exhibition Hall of the Tokyo International Forum. We interviewed Mr. Tatsuji Ueshima, Chairman of SCAJ about the feedback of the event.
(Specialty coffee to link production and consumption)
The Specialty Coffee Association of Japan (SCAJ) is a young organization established in 2003, but the thought of specialty coffee (hereinafter referred to as “SC”) itself has a long history. SC means “high quality and good coffee.” Moreover, SC is a coffee originated from consumers, while general coffee was originated from producers.
The share of the SC market in the world coffee market is still small, but we are expecting that it will be the one to lead the future coffee industry. SC is coffee with high added value, which is evaluated as good coffee by consumers, and which is bought regardless of the price. The value will be generated when coffee-producing countries produce safe and good coffee, which is sought by consumers, according to a production standard. We recognize that building a bridge between Japanese consumers and coffee producers is a role of SCAJ. As most of coffee-producing countries are developing countries, distribution of high-value-added coffee leads to supporting the economic development of such countries. Therefore, I firmly believe that healthy communication between producing countries and consuming countries through coffee leads to contributing to world peace.
An organization which aims toward the raising of a healthy Japanese market and increase of consumption by collaborating with the world relevant groups in order to diffuse SC and educate consumers about SC in Japan is SCAJ, and its representative activity was “SCAJ 2006,” an SC exhibition, which was held this summer.
(Tastily and enjoyably - communicating to the world)
Next year, the world top baristas from more than 40 countries will gather together and the “World Barista Championship (WBC),” to compete for the world's No. 1 barista, will be held in Japan for the first time in Asia. For this, I believe this year's “SCAJ 2006” was very significant as a pre-event 1 year in advance. “SCAJ 2006” made a big success by gathering, in just 2 days, the number of people targeted for 3 days. Having so many people also today, I'm very satisfied that this was very successful as a pre-event.
It was very effective as we could inform many people about SC and could show the high quality of Japanese coffee and SCAJ's organization and management power to overseas people of coffee industries.
I think the good location of the Tokyo International Forum also contributed to so many people gathering for this event. It is located at the center of Tokyo and close to the Ginza area and transportation availability is good for people from rural areas. If you use subways, you don't get caught in the rain. There was a forecast for a typhoon in Tokyo today, but everybody could visit the venue safely.
I also think the modern appearance of the building fit the new image of SC.
A relevant article is on P.5.
Photo: Hitoshi Iwakiri
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