This is the time when people who are busy day and night can be the most themselves. Because you have limited time, you can focus on the things you like and what is important to you, and you can interact with people you wouldn't normally meet. The series ``Asakatsu'' focuses on people who naturally enjoy such a rich lifestyle. The 8th installment is Masakazu Matsuba of Ifuni Coffee, who has a roastery in his hometown of Shizuoka. Starting with B:MING by BEAMS, we receive orders for coffee beans from cafes, select shops, and fashion-related businesses all over the country, while developing original products and fostering the future of coffee culture.

The same morning starts to deliver fresh coffee

Q: What kind of morning does Matsuba-san spend every day?

"I usually wake up around 6 o'clock. I walk the dog and drink coffee at home. I don't eat breakfast. I have about 2 cups, and when I wake up a little, I drive my car for about 15 minutes. I go to work. I usually arrive at work around 7 o'clock on average. On days when I roast a lot, more than two hours pass by quickly as I sort and prepare the coffee beans. Every day. Since there is a shipment to be made, the basic schedule for the day is for all the staff to finish the work by around 5pm and hand it over to the delivery company.After that, I write down ideas for projects that come to me in a notebook until around 9pm. I'm working. I work quite late at night, and I lose track of time when I'm thinking about coffee."

Q: So you work quite early in the morning?

“I try not to make anything in advance, and only roast it after receiving an order.I want to serve freshly roasted food whenever possible.When I was young, before I started Ifuni Coffee, I was concerned about the freshness of roasted food. I learned the importance of this.For example, in Japan and the United States, when talking about delicious coffee, the conversation would be, ``Where did those beans come from?'' or ``They came from a farm.''But in the Middle East and Europe, the conversation would be, ``Where did those beans come from?'' Rather than looking at the brand, it's more like, "When was that roasted?" That's why I want to prioritize freshness by ensuring that the shipping date is the roasting date. To that end, I feel like I'm doing steady work over and over again every day."

Q: Are you particular about the taste of your coffee?

``I like coffee that doesn't taste bad.'' Everyone's sense of delicious coffee varies widely, so I don't think about my own tastes or preferences. Ifuni Coffee's original coffee is a blend of four types of beans. However, for the past 20 years, I've been making coffee with an eye toward the ``ordinary coffee'' part of everyday life.The ideal thing is when you're chatting, and before you know it, you've finished your drink and you're like, ``Oh, I'd like another cup, please.'' Of course, strong flavors and brands are talked about, but for me, I want coffee to play a supporting role. Also, we are very particular about the packaging so that it doesn't stand out that it is IFUNI Coffee. Even when it comes to clothes, wouldn't it be better to choose clothes from BEAMS that you think are good rather than choosing from a brand?

If I drink it in the morning, I like weak, highly caffeinated coffee.

Q: Among them, what kind of coffee is best for waking up in the morning?

``There are two ways to think about this, and in conclusion, both strong and light are good for me.When roasting, the longer you roast the beans, the more water and caffeine are released. It's easier to evaporate. Therefore, the stronger it is, the less caffeine it actually contains. That's why you won't have trouble sleeping even if you drink it at night.Theoretically, if you drink a refreshing American drink in the morning, your brain will be more active. However, if you have been told for a long time that you should wake up with strong coffee when studying for entrance exams, even if it tastes strong, your preconceived notions will make you wake up with a start.

``Personally, in the morning, I have a light drink with a strong caffeine content.I often make it a little stronger in the middle of work.Other coffee shops probably say that a simple straight drink is better, but if you're tired, you can also use sugar. I also add milk, so it's quite suitable.When I drink coffee in the morning, I don't have a drip pod or scale at home, so I just boil water in a kettle and brew it. People seem to be very particular about the temperature and brewing time, but the taste of coffee varies depending on the mood at the time.In fact, I believe that all coffee is delicious as long as the beans are fresh. Chocolate goes well with chocolate.Both cacao and coffee are produced in countries right on the equator.In the past, hot chocolate was very expensive, and in order to recreate that taste, we tried adding chocolate to coffee. It seems that sugar and milk were added to it.In other words, coffee has a history of evolving toward chocolate.It's a good relationship, with both coffees complementing each other's richness and sweetness.''

Q: What do you think about when you drink coffee alone in the morning?

``I feel like I'm in a daze, not thinking about anything, and then when I finish drinking I ask myself, ``Okay, what should I do today?'' But I think it's a great blessing to be able to think about what I'm going to do each day. I am grateful for being able to live a normal life, and grateful for being able to roast. Ifuni's job is to create the flavor that customers want, so he doesn't roast beans unless it's needed. So drinking coffee in the morning may be a time to be grateful for being normal."