The ideal distance between things as envisioned by Shinsuke Sato.
NO COFFEE, which opened in Fukuoka in 2015 and quickly became a popular coffee shop, has collaborated with JOURNAL STANDARD. NO COFFEE has released a lineup of goods featuring guests such as KIKKOUCHAN, who is well-known for his "I don't want to be tied down except for my body," and MR44, an artist based in Los Angeles. To commemorate the release, a one-day pop-up store appeared at Journal Standard Omotesando. The owner, Shinsuke Sato, stood in the store and served coffee to customers. Despite the typhoon that swept through Tokyo , the day's event was a great success. What is the secret behind the popularity of "No Coffee," which continues to steadily increase its fan base despite its slow pace of activity? We explored what is on Mr. Sato's mind.
Again, a hit in the making. A centripetal collaboration.
Shortly after opening in 2015, No Coffee has emerged as one of Fukuoka's leading coffee shops. This time, under the guidance of "Journal Standard," a collaborative item has been released with "No Coffee" taking center stage.
NO COFFEE × MR44] T-shirt ¥5,000 + TAX each , [NO COFFEE × KIKKOUCHAN] T-shirt ¥5,000 + TAX each
NO COFFEE × MR44〉Long sleeve T-shirt ¥6,000 + TAX each
NO COFFEE × MR44〉cap ¥4,800+tax each, key chain ¥1,000+tax each, NO COFFEE × KIKKOUCHAN〉cap ¥3,500+tax each
NO COFFEE × MR44〉Mugs ¥1,800 + TAX each (Sold only at JOURNAL STANDARD in saxophone and NO COFFEE in pink), NO COFFEE × KIKKOUCHAN〉Mugs ¥1,800 + TAX each (White only at JOURNAL STANDARD, Black only at NO COFFEE) (White available only at JOURNAL STANDARD, black available only at NO COFFEE)
NO COFFEE × KIKKOUCHAN] tote bag ¥3,000 + tax each , NO COFFEE × MR44] tote bag ¥3,000 + tax each
In this collaborative item, HOUYHNHNM'sThis articleIn addition to the character KIKKOUCHAN, who is also featured in the "Journal Standard" magazine and has established a close relationship with the Journal Standard, the magazine also features MR 44, a graffiti artist based in Los Angeles who is engaged in his own unique activities. KIKKOUCHAN's lovable personality, coupled with the power of the simple yet memorable phrase "NO COFFEE," and a variety of items featuring the lavish use of MR 44's graffiti in full street color, have a magical power that makes you want to pick up the product.
To celebrate the launch, Shinsuke Sato, owner of No Coffee, recently visited Journal Standard Omotesando and stood in the store for a day. Despite a typhoon forecast for Tokyo on the day of the event, many customers came to the store as soon as it opened. The event was a great success, with many fans of "no coffee" also coming to the store.
Although based in Fukuoka, "No Coffee" is well known throughout Japan. We asked Mr. Sato about the secret behind its popularity.
Shinsuke Sato / Owner, NO COFFEE
After working for a toy maker and an apparel maker in Tokyo, he started his own business. He moved to Fukuoka and opened "NO COFFEE" in Hirao in 2015. While the store's main business is coffee, it also offers original goods. He also actively collaborates with people from various fields, including artist KYNE and actor Jun Murakami's brand "SHANTii," without being restricted to a specific industry.
. I couldn't get a concrete image of opening a store in Tokyo.
. How did you come to love coffee, Mr. Sato?
Sato.. I had a part-time job at a coffee shop when I was a student. I wanted to work in a restaurant serving customers, but I didn't want to work at a pub, so I decided to work at a coffee shop (laughs). While I was working there, I fell in love with coffee. I went to many different coffee shops and even bought some beans to try by myself.
. but you opened "No Coffee" much later than that. . in 2015, after working for a toy manufacturer and an apparel manufacturer.
Sato.. I had no desire to own my own store. . I simply enjoyed coffee as a luxury item.
How did that lead you to open your own restaurant?
Sato.I was given the role of assistant to the president of both a toy manufacturer and an apparel company. While working in this environment, I had the opportunity to meet many executives from various companies. When I talked with them and heard their success stories and how they managed to get things done, I began to think that it would be interesting to start my own business.
Sato.When I thought about what I wanted to do, a coffee shop came to mind. However, a regular coffee shop would not be interesting, and there were many people who knew more about coffee than I did, so I thought it would be nice to have another axis in addition to coffee, so I decided to focus on merchandise as well. There were no other coffee shops like it, and I thought that if I made a solid product, the customers would be satisfied.
That was in 2015.
Sato.Social networking sites, especially Instagram, were taking off, and I had the idea that I could make good use of them. . I had been working for an apparel manufacturer, so I had firsthand experience with its effectiveness.
What made you decide to do it in Fukuoka?
Sato.My wife is from Fukuoka, where there are many private stores, and I was able to talk to some of her acquaintances, so as we talked, I felt there was a lot of potential. . To be honest, I couldn't really picture Tokyo in concrete terms. It is simply too expensive, and the city is too big for an individual to open a store. So I decided to do it in Fukuoka.
It's a common phrase, but words that fit are hard to find.
You mentioned that you wanted to create a store that has never existed before, with coffee and goods as the two pillars of your business.
Sato.I had a vague idea that it would be a good idea to incorporate the name "NO COFFEE" into the name of the store. . I thought it would be very wordy, simple, and familiar. I didn't really intend to create something core, but rather, I thought it would be better if it was widely familiar within my visible range.
You came up with the phrase "NO COFFEE, NO LIFE" , and from there you named it "NO COFFEE".
Sato.Yes, it is. I think it is a common phrase, but when I think about it, it is hard to find a word that fits the phrase. NO WATER, NO LIFE" is too obvious, and "NO TEA, NO LIFE" doesn't seem to fit either. So, "NO COFFEE, NO LIFE" seemed special, and I had a feeling that if I used this phrase, it would work.
Do you design the goods yourself?
Sato.I cannot design, so I come up with ideas and ask designers to create them. I have a designer whom I have known for a very long time. So it is easy for me to communicate with them, and they come up with designs that are beyond my imagination. I think this is the reason why we are able to do business smoothly now, thanks to such support.
Collaboration is only possible when it is mutually beneficial.
I understand that "no coffee" is also an active collaborator.
Sato.I think that collaboration can be a very powerful thing. However, I believe that it must be done in a way that benefits both parties.
He said that it is not enough for only one side to have a good feeling.
Sato.Yes, I agree. I think collaboration is only possible when there are mutual benefits for both parties. . So, at first, even if there was someone I wanted to collaborate with, I held back. I felt that I was not strong enough yet.
In that sense, the collaboration with "Journal Standard" this time is also creating a good synergy.
Sato.If we are going to work together, it would be good to have a strong coloring from both sides. I think that worked out well this time.
The mugs are available at "Journal Standard" and "No Coffee" in limited colors that can only be purchased at the respective stores.
Sato.I like "limited" (laughs). (Laughs.) When there are restrictions, I feel compelled to get it. However, there is a risk, of course. If the product is unsold, it will not look good, and the brand will lose credibility. . So, I can't do it just on the spur of the moment.
Do you basically initiate collaborations?
Sato.It's a case by case basis. Sometimes we are asked to do something. When we first opened, we worked with an artist named KYNE. She happens to have an office above the store, and we sometimes get to work with her because of that kind of connection.
. He is now a flying artist.
Sato.It was popular at the time, but perhaps the timing was right.
Today, actor Jun Murakami was also at the store. You recently collaborated with Murakami-san's "Chantilly," right?
Sato.There is an event space called Union Soda in Fukuoka, and Mr. Murakami performed as a DJ at the opening of the space. I got to know him at that time, and he came to my store the next day. We have been friends ever since. Some collaborations are made possible by the relationships between people.
People say that his expression has become calmer since he came to Fukuoka .
. After all, there is a kind of network that is created in Fukuoka.
Sato.Yes, that's right. Fukuoka has people from all walks of life, and since it is not a big city like Tokyo, people can connect with each other immediately.
He said they are taking advantage of the fact that they are not large.
Sato.I felt that people in Fukuoka have a particularly strong love for their hometown when I came here. There is also a strong attachment to the local area, and I often see customers wearing T-shirts with KYNE's graphics or Uchida's calligraphy from "Plassere" printed on them. I think this is a sight that is hard to find in other cities.
. That's why there are so many talented creators here.
Sato.. We also have the advantage of being close to Asian countries. We have many customers from Korea and Taiwan. It seems that Fukuoka is easier and more convenient to access than Tokyo.
. the fact that the cost of living is low and there are many delicious foods to choose from is also attractive.
Sato.I hear a lot of people say, "Fukuoka has been on the rise lately. It is hard to see when you are in the same place, but I believe that the factors I just mentioned may be the reason for this.
Is there anything that you have noticed or changed since moving to Fukuoka?
Sato.As I said, it is by far the most comfortable place to live. And the people are warm. So I feel like I am living a very human life (laughs). Looking back, when I was in Tokyo, I always felt like I was in a hurry. But in Fukuoka, the flow of time is slower, and I can take my time and reflect on myself. People often tell me that I have a calmer countenance since coming here. I think it is because of the difference in the environment.
Finally, what are your goals for "no coffee" in the future?
Sato.We will open another store in Fukuoka next spring, and we are currently making preparations for that. Also, in the near future, we would like to move overseas. We will start with Asia. We are looking at Korea, Taiwan, and Hong Kong . I believe that many people are interested in Japanese culture, and I would like to connect with them more deeply.
JOURNAL STANDARD Omotesando
JOURNAL STANDARD Omotesando
Address: 6-7-1 Jingumae, Shibuya-ku, Tokyo
Phone: 03-6418-7961
Open: 11:00 - 20:00 (irregular holidays)
Instagram:@jounalstandard.com journal-standard.com/
NO COFFEE
Address: 3-17-12 Hirao, Chuo-ku, Fukuoka-shi, Fukuoka
Phone: 092-791-4515
Open: Tuesday-Friday 12:00-19:00 / Weekends and holidays 10:00-18:00
(Closed on Mondays and the second and fourth Tuesdays of the month)
Instagram:@NOCOFFEE nocoffee.net/
