In April 2019, BAGTOWN COFFEE, a roastery opened in the city of Hiroshima. 49-year-old Atsushi Yamamoto, who left his former job before the age of 40 and entered the world of coffee at the age of 43, is a “young man”. We interviewed Mr. Yamamoto, who says “I wanted to be like a good sushi chef”. *We will be referring to him as Atsushi from here on.  I don’t want to narrow down my own options Located in the center of Hiroshima City, Hondori is one of the largest shopping streets in the Chugoku and Shikoku regions, lined with many chain stores of various types. The back streets running parallel to the street, known as Urabukuro, are lined with about 270 stores, mainly small independent stores, including restaurants, apparel shops, general merchandise stores and hair salons. Nestled in one of these corners is BAGTOWN COFFEE. The shop has a wide variety of coffees, from commercial coffees to Panama Geisha, the best specialty coffee. The price range is also wide, from 550 yen to 4,000 yen per 100 grams. “I myself would like to promote specialty coffee, but I also think it’s okay to have affordable coffee that you can gulp down for breakfast without thinking too much about it. I don’t want to narrow down my choices, since I only deal in coffee beans in the first place. That’s why we don’t use the word “specialty” at all in our shop or on our social media. To begin with, being a coffee shop specializing in coffee beans is a high enough hurdle. I also tell the staff members at the shop ‘take good care of...

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