Interview with the owner, Okamoto Bunta
I was able to talk with the owner of Yamau Coffee Stand, Okamoto Bunta.
The background of opening Yamau Coffee Stand
What was the background for opening Yamau Coffee Stand?
Okamoto
The current location of Yamau Coffee Stand used to be a fish cake shop called Yamau Kamaboko, which has been in business since the Meiji era.
My father managed Yamau Kamaboko as the third generation, and then my brother took over as the fourth generation.
However, while I was in Australia on a working holiday, I received the news that Yamau Kamaboko would be closing.
Originally, I had planned to travel around overseas using my working holiday, but I decided to change my plans and return home.
Did you decide to open a coffee shop after hearing about your family's closure?
Okamoto
Actually, when I heard about the closure, I wasn't thinking about opening a coffee shop yet.
However, I had always had a vague desire to do something in the Bikan Historical Area where I was born and raised.
Additionally, a teacher from a tutoring school I attended told me, "If you go abroad, take something from Japan to abroad or bring something back to Japan," and I had been pondering what to do in the Bikan Historical Area during my working holiday.
At that time, when I heard about the closure, I thought I wanted to do something after my family's business.
Why did you choose to open a coffee shop?
Okamoto
At first, I considered opening a crepe shop.
There used to be a popular crepe shop in the Bikan Historical Area.
Also, since I intended to run the shop by myself, crepes could be made alone and are easy to eat.
However, I decided against it because it would limit the age range of customers.
At that time, I realized that Australia has many cafes and a well-established coffee culture.
In Australian cafes, taking coffee to go is a common practice.
It was normal to grab coffee from a cafe while commuting or going out and drink it on the move.
So, I thought that a coffee shop focused on takeout would fit well in the tourist area of Bikan Historical Area.
I believe coffee is appealing because it can cater to a wide range of age groups.
Moreover, at that time, there were no shops serving espresso-based coffee in the Bikan Historical Area.
Therefore, I decided to open a takeout coffee shop that serves espresso-based coffee.
Where did you train in coffee?
Okamoto
I decided to open the coffee stand just before returning home.
As a result, I didn't have much time, but there was a school in Australia where I could learn the basics of being a barista in about a week.
I attended that school and learned the basics.
After returning home, I asked a friend who worked at a cafe if I could practice making lattes and so on.
Then, I learned while putting it into practice after opening the shop.
About the shop's commitment
I heard that Yamau Coffee Stand is known for its delicious lattes. Why did you focus on lattes?
Okamoto
The biggest reason is that I personally love lattes.
In fact, I usually only drink lattes.
Moreover, espresso and americano tend to have divided opinions.
However, adding milk to espresso makes it easier to drink.
Therefore, while I do offer espresso and americano, I don't intend to make them the main menu items.
Additionally, there are various coffee shops in the Bikan Historical Area, each with its own characteristics.
Yamau Coffee Stand is characterized as a place where you can drink delicious lattes.
I will recommend a shop known for its delicious espresso to those who want espresso, and I will recommend a long-established coffee shop to those who like traditional cafes.
If you want a latte, I recommend Yamau.
I believe that having various coffee shops with different characteristics will increase customers' choices and enliven the Bikan Historical Area.
I don't think one shop needs to cover everything.
I heard that matcha lattes are also popular. Why did you add matcha lattes to the menu?
Okamoto
While the coffee shop primarily focuses on lattes, I considered the possibility that when groups come in, there might be someone who doesn't like coffee, so I prepared other menu items as well.
Matcha latte is one of those items.
There are also tea lattes and melon cream sodas.
Among those, matcha lattes have become one of the popular items, especially among high school students and younger customers.
Originally, high school students were not the target audience.
So, it was unexpected that matcha lattes became popular.
Do you have any commitments outside of the products?
Okamoto
First, there is the shop name "Yamau" and the crest.
Although Yamau Kamaboko has closed, I inherited the name and crest of Yamau by changing the business type.
If we consider the shop name, it has been passed down through my great-grandfather, grandfather, father, and brother, making me the fifth generation.
Not only the name but also the crest was inherited, making it easy for those who have known Yamau since the kamaboko shop era to recognize it, and for those who do not know the kamaboko shop era, the crest is unique and serves as a landmark.
When someone takes out a cup with the crest, passersby can instantly recognize it as "Yamau," and I believe it leaves a lasting impression.
Additionally, I am committed to using the building almost as it was during the kamaboko shop era.
This is also the house where I was born and raised, so I have an attachment to it.
Moreover, I like the old-fashioned atmosphere, which is another reason.
I wanted to make use of the aged building that is characteristic of a long-established shop.
The exterior remains almost unchanged.
The sign for "kamaboko" has also been preserved.
For the same reason as the crest, it serves as a landmark.
The interior has undergone significant changes, such as replacing the walls and installing a counter.
Other than that, the interior remains almost the same.
The floor was just stripped of the sheet that was laid down.
The ceiling also retains its original atmosphere.
The challenge of espresso being easily affected by the outside air
Are there any challenges in running the shop?
Okamoto
When making espresso, adjusting the quality is challenging.
Espresso is easily affected by external factors such as humidity.
Moreover, since we keep the entrance open, we are even more affected by the outside air.
It is particularly challenging when the weather suddenly changes.
It can be tough to repeatedly remake and taste the espresso to check its quality.
Additionally, during spring or summer holidays like Golden Week, cold menu items sell well.
Since a lot of ice is needed, the ice-making process can be quite a task.
Thoughts on the Bikan Historical Area
I heard that you were born and raised in the Bikan Historical Area. Has it changed from the past to now?
Okamoto
Since the second floor of Yamau Kamaboko was my home, I grew up in the Bikan Historical Area.
I still live on the second floor of the shop.
Compared to the past, I feel that the demographic of visitors to the Bikan Historical Area has changed.
When I was small, the visitors to the Bikan Historical Area were mainly middle-aged and elderly people.
Now, many young people come as well.
There are also many international visitors.
The customer base has become very broad.
With the expansion of the customer base, the number and variety of shops have also increased.
Denim shops and various types of restaurants have opened.
I feel that the flow of people has also changed accordingly.
Finally, please share your thoughts about your shop and the Bikan Historical Area.
Okamoto
Having grown up in Yamau Kamaboko, my residence has changed to another place, but I have a strong attachment to the Bikan Historical Area.
Even now, there are many people around Yamau Coffee Stand whom I have known for a long time.
Since it is a town that has taken care of me, I want to give back by promoting Yamau Coffee Stand with my favorite lattes.
Conclusion
Through the interview with Yamau Coffee Stand, I felt the passion of owner Okamoto, who was born and raised in the Bikan Historical Area, to enliven the area.
I believe the charm of Yamau Coffee Stand lies in inheriting what has been passed down as a long-established shop while spreading the new culture of takeout coffee that Okamoto learned during his time in Australia.
When you visit the Bikan Historical Area, why not take out a latte from Yamau Coffee Stand and enjoy the taste while exploring the area?
- Model: Riru
- Photography: Ryuichi Okutake
YAMAU Coffee Standのデータ
| 名前 | YAMAU Coffee Stand |
|---|---|
| 住所 | 5-4 Honmachi, Kurashiki City, Okayama Prefecture |
| 連絡先 | なし |
| 駐車場 | なし |
| 営業時間 | March to November: 10:00 AM to 6:00 PM December to February: 10:00 AM to 5:00 PM *May open at night during events in the Bikan Historical Area |
| 定休日 | Irregular holidays |
| 支払い方法 |
|
| 予約の可否 | Not accepted |
| 座席 | No seating as it is a takeout shop. There are 3 benches. |
| タバコ | Completely non-smoking |
| ホームページ | Official Instagram of YAMAU Coffee Stand |
