Three of Japan's leading baristas, Ishitani Takayuki, Yuya Kosakada ( Raw Sugar Roast ), and Nishio Ippei (Direct Coffee Kyoto), will board one of the Nozomi carriages on the Tokaido Shinkansen line, which runs between Tokyo and Kyoto, to serve up the best of specialty coffee.
For coffee lovers, one such dream project is the "Specialty Coffee Shinkansen," which will depart from Tokyo Station at 11:18 a.m. on December 7th to commemorate the 60th anniversary of the opening of the Tokaido Shinkansen .
In fact, this "Specialty Coffee Shinkansen" was the result of an idea from a coffee-loving JR Central employee, brought to fruition as a project to celebrate the 60th anniversary of the opening of the Tokaido Shinkansen.
How did this project, which also includes Ishitani and Kosakada , who will be participating in CROWD ROASTER , come about?
We spoke with Akatsuka Yuki of JR Central, who came up with the idea, and Hirashima Yusuke of JR Central's Sales Headquarters, who is in charge of planning and operation.
Yusuke Hirashima (left) and Yuki Akatsuka from JR Central's Sales Department
A project born from a passion for specialty coffee
First of all, please tell us how this project started.
Hirashima: In the sales department where I work, we were thinking about how we could take advantage of the connections and knowledge of each employee and try something new, so we asked employees for various ideas in the "Sales Strategy Idea Box." Akatsuka submitted his idea for the Coffee Shinkansen.
Akatsuka-san: I usually work in human resources for conventional railways. When I saw the recruitment for the "Sales Strategy Idea Box" and thought about what kind of connections and experience I have that are unique to me, I thought I could use the time I've cultivated, the relationships I've had with people, and my knowledge of coffee, which is something I've become obsessed with over the past few years, and so I decided to apply.
--What were your thoughts when you came up with the idea for this project, Mr. Akatsuka?
Akatsuka-san: One reason was that I wanted to convey to as many people as possible the surprise you feel when you try specialty coffee for the first time: "I didn't know there was such a fruity, delicious drink." I thought that collaborating with the Shinkansen would pique the interest of many people.
I also feel that there are some similarities between the Shinkansen and coffee.
I think people ride the Shinkansen to go and meet someone, and even though coffee has become so mechanized that it's become possible to make delicious coffee without a human, I think we still really want a barista to brew our coffee for us, that particular person.
I'm sure there are many reasons for this, such as enjoying a conversation with that person or enjoying the subtle differences between people, but I thought that the desire to go and meet someone is something that customers riding the Shinkansen probably feel the same way.
People travel because they want to meet someone, and I felt that coffee and trains have an affinity, which is what led to this project.
--You seem to have a great passion for coffee, but what made you get into specialty coffee in the first place?
Akatsuka-san: I've always loved coffee, but it was when I stopped by TRUNK COFFEE in Nagoya on my way home from work that I first encountered specialty coffee.
I tried Ethiopia's natural coffee and was really surprised that such a fruity and delicious drink existed. I never forgot the impact, and from then on I wanted to know more about coffee, and I got more and more addicted to it. I still often participate in TRUNK's cupping events.
--So that experience is what it's based on.
Making employees' dreams come true to mark the 60th anniversary of the Shinkansen's opening
--I understand that Hirashima's department is the one actually running this project.
Hirashima: Yes. My department handles a product called the "Tokaido Shinkansen Chartered Car Package," which allows you to rent out an entire Shinkansen car. So far, it has been used by a variety of people, including companies and influencers, but this time, we received a proposal to use this chartered car package to run a "Specialty Coffee Shinkansen," so I'm in charge of reaching out to baristas and procuring the equipment, among other preparations.
--What did you think when you heard about this project, Hirashima-san?
Hirashima: I didn't know anything about specialty coffee, so I started by wondering what kind of coffee it was. I asked Akatsuka about the names of the baristas and first visited Yuya Kosakada 's Raw Sugar Roast to invite people to participate, and the iced coffee I had there was a big shock.
Above all, it was fruity, and I was surprised to find that such coffee exists in the world. Through this project, I was able to learn about the appeal of coffee, so now I am looking forward to seeing this "Specialty Coffee Shinkansen" actually run and enjoying it with everyone.
-- Were the three baristas who will be riding this time selected by Mr. Akatsuka?
Akatsuka-san: In a word, they are baristas I respect. There are many other wonderful people, so it was difficult to choose, but the three people who will be cooperating with us this time are wonderful people, including their human nature, from the events I have attended so far. I chose their names because I thought that customers would enjoy the talk session that will be held in the car for this project.
-- I see, they are people that you support. This project was created to commemorate the 60th anniversary of the opening of the Tokaido Shinkansen, and it was an idea that was brought up by your employees.
Hirashima: Yes, I believe this is the project we should undertake this year, our 60th anniversary.
Akatsuka-san: It really is a dream come true. I've been with the company for 16 years now, and I think it's great that they're willing to take on employees' ideas. I'm also very happy and grateful to have colleagues in the company who are working so hard to prepare for this project.
The challenge of serving authentic espresso on a Shinkansen train
--Serving espresso or drip coffee on a Shinkansen seems like it would take a lot of preparation.
Hirashima: First of all, I didn't know what kind of equipment I needed, so I asked the barista from scratch. After that, I was steadily solving problems one by one, such as how to arrange the espresso machine in the limited space inside the car with the deck and the number of seats, and how to get the power. I even procured a custom-made desk.
Also, since we need a professional perspective, we are seeking the help of Key Coffee and Toei Kogyo for equipment provision.
In the past, the "Private Carriage Package" has been used for a variety of events, such as companies holding new product launches, weddings with a red carpet laid out, and even professional wrestling events on board. We hope that with this "Specialty Coffee Shinkansen" experience, passengers will be able to see new possibilities for the Shinkansen, which is more than just a transportation space.
──It would be great if you could come up with new ideas and have many people use the "private vehicle package". By the way, Mr. Akatsuka will also be riding on the day and will be holding a talk session Koike meeting.
Akatsuka-san: Yes. I feel a little intimidated to ask such a great number of questions to such distinguished baristas, but I hope to be able to ask questions that will entertain our customers and draw out stories that they would only be able to hear if they were here.
-- Now, Mr. Akatsuka, please give a message to those who will be riding the Specialty Coffee Shinkansen.
Akatsuka-san: I think the experience of drinking specialty coffee and being surprised by how delicious it is is similar to the feeling of discovering a part of yourself that you didn't know existed. I didn't know that I found this coffee delicious, so I think it can be said to be a journey to discover a new part of yourself.
By boarding this "Specialty Coffee Shinkansen," you will encounter new coffees and discover yourself as you discover them. I would be delighted if you could embark on a journey of such encounters.
--- Thank you both very much.
We at CROWD ROASTER will be assisting you in this journey of discovery by providing you with precious Panamanian coffee beans that can only be found here.
We will have some truly rare and delicious coffee available on the day, so we hope you enjoy it.
Tokaido Shinkansen 60th Anniversary Project "Specialty Coffee Shinkansen"
The Tokaido Shinkansen will celebrate its 60th anniversary in October 2024. To mark the occasion, a "Specialty Coffee Shinkansen" will be operated to commemorate the Tokaido Shinkansen's 60th anniversary, with three popular baristas (Takayuki Ishitani, who has won the Japan Barista Championship three times, Yuya Kosakada ( Raw Sugar Roast in Setagaya, Tokyo), and Ippei Nishio (of Direct Coffee Kyoto in Kyoto) riding the Tokaido Shinkansen to enjoy specialty coffee that can only be experienced here.
Take this opportunity to enjoy an extraordinary space while being enveloped in the aroma of high-quality coffee created by three baristas.
Date and time: Saturday, December 7, 2024
Train: Nozomi 343 (Tokyo 11:18 departure - Kyoto 13:29 arrival) Ordinary car No. 16
Number of participants: 60
*The number of applicants may change without notice. *Applications will be accepted on a first-come, first-served basis.
Tour cost: 26,000 yen (tax included)
Sales period: Wednesday, October 9th, 10:00am - Sunday, November 24th, 11:59pm
How to apply: Please apply via the JR Tokai Tours website below.
