02 INTRO

08 EDITOR'S LETTER

12 4TH WAVE
The New Wave of Coffee and Arabica as Seen by Coffee Industry Experts

16 AESTHETIC
The Kyoto aesthetic inspired by Arabica founder Kenneth Shoji

22 NEIGHBORHOOD
The location of the Arabica Kyoto Arashiyama and Higashiyama stores, which have become local landmarks

28 OPINION: KOBE LEE
Arabica's Global Head Barista, Koby Lee, discusses the brand's coffee philosophy and talent management.

34 IDENTITY
Minimal and timeless brand identity and goods reflecting it

40 IN THE BAR
Key beverage menus and services available at Arabica

46 AT THE ROASTERY
Arabica Kyoto Roastery & Bakery, a quality control tower for sophisticated coffee

50 INTERVIEW: KENNETH SHOJI
A conversation between Magazine's assistant publisher and Arabica founder Kenneth Shoji.

56 A DAY WITH A COSMOPOLITAN
Kenneth Shoji's Cosmopolitan Life in Bali

64 CUPPING LAB
Cupping with Luis Urcuyo, Arabica's green bean buyer.

68 COFFEE FARMS IN BALI
Bali Batukaang Farm, where Arabica's specialty coffee beans are born
72 WELLNESS SPACE IN BALI
Alchemy, a Balinese wellness brand, is highlighted by Kenneth Shoji.

76 COFFEE TOOLS
Arabica's coffee tools provide the best coffee experience.

86 MOMENT OF INNOVATION
Slayer and its founder, Jason Prefontaine, changed the landscape of espresso machines.

94 COFFEE BUFFERS
Coffee lovers from various fields, including Deus Ex Machina founder Dar Jennings, talk about Arabica.

102 OPINION: KEITA AONO
Number Ten's Chief Designer Keita Aono Discusses Arabica's Spatial Design Philosophy

108 ICONIC STORES
Design studios with different cultural backgrounds and the iconic Arabica stores they designed.

124 SURROUNDINGS
Neighborhoods and attractions in Seoul, New York, and London where Arabica stores are located

130 PARTNERS
Franchise partners in Indonesia, China, and Korea driving Arabica's global business.

136 VISITORS
Visitors from around the world seek out Arabica from Kyoto and Bali.

142 BRAND STORY
The story of Arabica, which began in Kyoto and grew into a global coffee brand.

148 BEHIND THE BRAND
The behind-the-scenes story of Arabica, straight from the founder.

150 INTERVIEW: MAKOTO NAKAMURA, ERIKO MATSUDA
Makoto Nakamura, Vice President of Asiamix Japan, who supports Arabica and Kenneth Shoji, and Eriko Matsuda, Brand Consultant Manager, who is in charge of Arabica's branding.

154 TENANT
Arabica's Competitiveness as Seen Through the Location of Kiosk Stores

160 UNDERDOGS
Coffee brands that started in third-tier cities and have established a global presence

230 OUTRO

This is the ninety-second magazine 『B』.

Many people say that coffee is a luxury food.
This means that the best coffee may be different for each person.
For some, the best coffee is the one that wakes them up, while for others, the best coffee is the quick coffee they get at a convenience store or unmanned store.
Whether it's a slow-brewed coffee at home or a blended coffee drink topped with heavy whipping cream, the ability to be your best at whatever time and situation suits you is a defining characteristic and privilege of coffee.
This multi-layered nature of coffee is what has been remarkable since the third wave of coffee, which elevated coffee to the realm of gastronomy.
Starbucks exists as Starbucks, Nespresso exists as Nespresso, and specialty coffee exists as specialty coffee.
Just as street food and fast food don't lose their unique value just because a country's food culture has improved, coffee is also evolving to be enjoyed for its differences rather than for its superiority.

Following Intelligentsia and Blue Bottle Coffee, magazine 『B』 introduces % Arabica % Arabica (hereinafter referred to as Arabica), a coffee brand suited to the era of enjoying the difference.
Celebrating its 10th anniversary in 2022, this Japanese brand operates through a franchise format while also incorporating some of the DNA of specialty coffee.
Kenneth Shoji, who founded the brand in his 40s, has also revealed in several interviews that he was greatly influenced by Starbucks in his 20s.
He also freely admits that he was inspired by the way Intelligentsia and Blue Bottle Coffee handled their cafe spaces and coffee equipment.
But you can't call Arabica their copycat.
From the aesthetics of the city of Kyoto, the brand's home, to the unique menu, to the location and timing of the store, Arabica has meticulously crafted the brand's uniqueness.

At its center, Kenneth Shoji is more of a brand enthusiast and global businessman than a coffee specialist.
He puts just as much effort into selecting coffee beans and ensuring the quality of his beverages as he does into the design language of each local store and the perfection of his merchandise.
It is no exaggeration to say that the various elements that make up coffee are filtered through his character.
In an interview with the editorial team of magazine B in Bali, Kenneth Shoji commented on the brand's direction:
“Sometimes specialty coffee prioritizes eccentricity.
I'm not a weirdo.
We run our business the usual way.
For me, making coffee is like making scrambled eggs.
Just buy fresh, good eggs and mix them well.
There is no need to describe the color and taste of each egg.
“Just stick to the basics.”

As he said, Arabica's will to create a "global brand through coffee" is more evident than the self-conscious idea that "only coffee is special."
Most successful businesses have the latter kind of will.
I often get strong motivation through it.
As the brands surrounding our lives become increasingly standardized, we tend to value the attitude and demeanor of craftsmen, while comparatively devaluing their business mindset.
Arabica demonstrates that setting and maintaining quality standards, as well as achieving perfection, can be a form of craftsmanship.
Perhaps that's why, among the two words that define Arabica - coffee and franchise - I find myself wanting to look at this brand more through the lens of franchise.
I hope that their journey, which began in Hong Kong, refined its essence in Kyoto, and expanded to the Middle East, the US, and the UK, will continue to stimulate curiosity, as if it were a series.
.
Editor-in-Chief Park Eun-seong