Coffee Potohoto

About
Coffee Potohoto

As a distinguished coffee bean roaster in Okinawa, Mr. Yamada possesses exceptional expertise in the art of roasting. Beyond his technical proficiency, he is driven by a noble mission—to elevate the standard and appreciation of coffee in Okinawa. His establishment, Coffee Potohoto, serves as a conduit for realizing this vision. Initially breaking ground by conducting live roasting sessions in front of customers, akin to an educational performance, the pursuit of precision and scalability prompted the creation of a dedicated roasting room located a short distance from the main shopfront.

While Mr. Yamada has dedicated considerable attention to honing his coffee roasting skills, he has complemented this focus with extensive global travels. These journeys have taken him to key coffee-growing regions worldwide, fostering personal connections with growers and specialty buyers. These relationships grant him access to the finest beans available. Notably, he has invested significant effort in cultivating personal ties in East Asia, exploring coffee hubs around Asia. His aim is to push the boundaries of artisanal coffee culture. Mr. Yamada expresses his enthusiasm, stating, "Over the last five years, Okinawa has undergone a significant transformation in its coffee culture. There is a noticeable surge in the number of specialty coffee shops, increased efforts in bean cultivation, and the initiation of a coffee festival. A sense of camaraderie is growing among those involved in the island’s vibrant coffee culture."

Okinawa coffee culture

When asked about the unique qualities of Okinawan coffee culture, Mr. Yamada emphasizes the prevalence of small coffee establishments. He notes, "The abundance of boutique coffee shops in Okinawa empowers proprietors to craft coffee in their distinct styles. Despite the global spread of Third-wave coffee, Okinawa's coffee scene retains a unique flair. The smaller establishments take an individualistic approach, pursuing what they find intriguing rather than adhering to a prescribed formula." Mr. Yamada sees this as a form of self-expression and wholeheartedly supports such an approach. He recognizes the inherent openness and tolerance in Okinawa for experimentation and adaptation, considering it a quality that should be nurtured and celebrated.