There once was a peculiar coffee shop called “Akaneya”, located by the train station in Karuizawa where their baseline coffee started at double the price of a typical coffee at other cafes. Not only that, Akaneya’s secret menu is rumored to have included a cup of coffee that costs upward of $100.
Karuizawa is a rural little town that my family used to visit during the summer to get away from the Tokyo heat. You may also know it as the home of a recent season of the reality show “Terrace House” on Netflix, which has created a very interesting cultural phenomenon with viewers worldwide. The show claims to simply follow some Japanese young adults go about their lives, with no scripts.
Back to coffee. What’s really interesting about Akaneya’s coffee is in its philosophy and history. The first Akaneya opened its doors in Kobe, a large city in west Japan. Its owner, Mr. Funakoshi, had suffered from medical issues throughout his life and reasoned that he could not work a normal day job like everyone else. About all he could handle was to own a small coffee shop, and not only that, his goal was to work as half as much as a typical coffee shop owner. What interesting aspirations! Can you imagine going into any job and right off the bat claim “my goal is to work as half as much as others”? Well that was precisely his goal.
He got to thinking how he can achieve this. He set a goal to serve about fifty or so customers in a day. He figured that the coffee must be priced high to not attract too many customers, but he had some pride. He wouldn’t allow himself to serve anything whose quality didn’t justify its high price. A coffee that tastes bad but is expensive just for expensive’s sake was of no interest to him. And so began his journey to figure out what exactly makes one fine cup of coffee.
His first stops on the journey were the various operators that import and process coffee beans. He carefully observed how they work, and asked them questions until he was confident in his understanding of how this industry operated and the important concepts that end up affecting the taste of the final product, the brewed coffee.
This was 1966 and as such times were different. Of all the coffee bean processors in Japan, there was only one that roasted the beans using charcoal. He decided to buy the beans from them. But instead of letting this operator blend the beans as they saw fit like any other coffee shop would, he brought back a variety of beans in order to decide on a blend himself after much trial and error. He made each cup of coffee to order using the pour over technique, which was eventually made popular in other coffee shops in Japan (and later in other countries as well), but putting in so much work into each cup was certainly not the norm at the time, as no other coffee shop was known for doing the same.
His meticulous research did not stop at the coffee itself. For the best drinking experience, he also needed to find the right cup. He looked into cups made domestically and internationally, made from a variety of materials, and eventually found cups to his liking in Okura Touen, a Japanese producer of fine artistic china, after visiting various factories and observing the pride that each put into their work, as well as the conditions, cleanliness, and management of the factories.
With all this research and preparation, he opened his first coffee shop in Kobe, Japan, and it did better than he expected, which meant he was working more than he would have liked. Remember, his goal was to open a coffee shop that did not attract many customers. Eventually he left the operations of this busy shop to others, and opened up another location in the rural Karuizawa where the population is small and people would typically only visit during the summer months. This store was more to his liking, and he was working less, just like he wanted to. He spent his newfound free time learning about various things, and unexpectedly, the second floor of the shop eventually became a secret meeting place where various important officials and higher-ups of society would come and talk to Mr. Funakoshi for inspiration, to learn from his profound insights about business and the world.
So goes the interesting story of the Akaneya coffee shop and its founder, Mr. Funakoshi. What’s the point you say? Well, whatever lesson you learn from this is up to you. At the very least, it’s a fascinating story of the irony of life, about a guy who ended up successful because he didn’t want to work. Perhaps herein lies an important aspect of work: be creating something that you can be proud of.