The Thoughts Behind Our First Physical Store, "Laughter"

October 15, 2018.
Together with a friend, I established Akainoroshi Co., Ltd.. Our current business involves the import, wholesale, and retail sale of Thai coffee.
Now, on October 15, 2020, exactly two years after the founding of Akainoroshi.

We are finally ready to open Akainoroshi's first physical store,
"Laughter".Looking back, the desire to "have a physical store" was something I had secretly held for over a year.

This spring, we were just one step away from signing a lease on a space, but due to the unexpected event of the COVID-19 pandemic, the plan for a physical store was once wiped clean.

Late April, when I was writing this article, was right in the middle of the state of emergency.
Store plans, weekend pop-up stores, and event appearances were all canceled. I fell into a situation where I had to think about what to do tomorrow.
How long will these uncertain days continue...?

Just as I was thinking that, the situation took an unexpected turn.
Due to the stay-at-home requests and the promotion of remote work following the state of emergency declaration, new trends like "nesting consumption," "home coffee," and "home cafes" emerged, and a tailwind began to blow for the coffee industry.

However, when analyzed calmly, it wasn't just that a lot of coffee was selling.

Stores that had built solid, face-to-face relationships with customers and established their own unique market areas before the COVID-19 crisis became "essential" to their customers, who thought, "I want to buy products from that shop!" even during the emergency.
This is, of course, because of high quality, but I believe it is also because the thoughts each company and store wants to convey through the product of "coffee," their commitment to deliciousness, and the sixth-sense elements like the shop owner's character are being communicated.

Building solid, face-to-face relationships with customers and accumulating those relationships. To do that, I reached the conclusion that we needed a base of operations, even if it meant taking on risks.

And there is a "value" I want to provide precisely because we are in the midst of the COVID-19 crisis.

The coronavirus has significantly changed the world's common sense. The progress of remote work and online integration can be viewed positively as it has become a catalyst for people to connect beyond the limitations of place and time.

In exchange, it could be said that it has become clear that there is a lot of "waste" in human life until now, such as commuting and travel time, and that there might be things that can be done more efficiently.

But, a life without "waste" feels a bit exhausting.
Reading a favorite book during a commute, or being captivated by a rainbow appearing in the sky while traveling...
I feel that the elements that color life are hidden in the ordinary, "margin" time hidden within the day.
Precisely because it is this kind of era, I want to provide products and spaces that can color such "margins" of life.

Behind this thought is a "dream" I have held.

My dream is to become "an expresser who moves people's hearts."Why did I come to have such a dream? The story goes back to my junior high school days.
One day, I went to see a movie with my mother. The only thing the people watching the movie had in common was that they were "watching the same work." Gender and age were all different. Nevertheless, everyone laughed at the funny scenes and everyone cried at the moving scenes.

Seeing that, I started to think that people who can move others' hearts are cool, and since then, I have held a great admiration for "people who express," such as actors and singer-songwriters.
During my high school years, when school wasn't fun at all and I was even thinking about dropping out, I received smiles from the legendary late-night show "How do you like Wednesday?" and during the COVID-19 self-restraint period, I received courage from listening to the songs of the punk band "BiSH" that doesn't carry instruments.

Looking back, my life has always been saved by "people who express."
Before I knew it, I also started to want to become

"an expresser who moves people's hearts."That is why I want to express everything I have to the fullest in this shop. And I am thinking that I would like to become someone who can move someone else's heart.

Finally, about the store name

"Laughter". "Laughter" means "laughter" or "laughing voice" in English. Once, when I went to a farm in northern Thailand for a local inspection. The morning after I stayed at the farm owner's house, even though I hadn't announced anything, surrounding farm owners naturally brought the coffee beans they had grown, and even though we didn't understand each other's languages, we drank coffee together. That space where we could share the deliciousness and fun with just smiles and a cup of coffee was truly the best.

For this store as well, "Many smiles are born from human connections and a cup of coffee"I decided on this store name because I want to make it such a space.
It is not just a store for Akainoroshi, but one that will be nurtured by everyone involved.
I want to create such a space.

As a new bearer of Nishijin, a town of tradition and innovation, so that we can raise a big signal fire.
Akainoroshi's third year of challenge begins on October 15. Please look forward to it!

Laughter
602-8498
289 Nishikuma-cho, Kamigyo-ku, Kyoto-shi, Kyoto
Laughter
075-366-8870
https://maps.app.goo.gl/K5kdZhHDCgoRRuse7
5-minute walk from City Bus Kenryuko-mae
20-minute walk from Subway Imadegawa Station
*It is about a 5-minute walk east on Teranouchi-dori from the Senbon-Teranouchi intersection.

P.S. The logo mark stuck on the entrance is based on a certain person.
For the answer, please come to the shop!