STEP Taking on Challenges Through Questions That Shape the Future

There are as many futures and dreams at APU as there are students—whether it’s studying abroad, joining clubs, collaborating with local communities, or starting a business, each student continues to take on challenges driven by their own questions. Here, striving and giving your best is something to be proud of. These people constantly inspire and encourage others with their passion.

Case4 While deepening my understanding of the appeal of coffee, I also became aware of the issues surrounding it.

  • Second-year student, College of International Management

    Hirotaka Kanazawa

    Owner of "TUMUGU COFFEE STAND

    Profile:
    I first encountered specialty coffee in my first year of high school, which led me to become aware of the various issues surrounding coffee. While enjoying coffee, I began to feel a strong desire to share these issues with more people, and decided to challenge myself by starting a coffee shop at university. I then enrolled at Ritsumeikan Asia Pacific University (APU). After entering APU, I made use of Beppu’s challenge shop initiative to launch “TUMUGU COFFEE STAND.”

What inspired you to start TUMUGU COFFEE STAND?

When I was in high school, I encountered specialty coffee and was immediately drawn to its appeal. As I deepened my understanding of coffee, I also had opportunities to learn about the various issues surrounding it. I became aware of challenges such as low wages for producers, low profitability in coffee production, and the impact of global warming on cultivation. It is even said that coffee production in Brazil could be reduced by half by 2050, which made me want to raise awareness of these issues among a wider audience. This realization became the starting point for opening my coffee shop. Beyond simply sharing these challenges, my desire to connect people through the enjoyment and richness of coffee also led to the establishment of TUMUGU COFFEE STAND.

Could you tell me why you chose to enroll at APU when you decided to pursue running a coffee shop?

When I considered running a coffee shop during my university years, I felt that doing so in Tokyo would present a high barrier, so I chose Beppu, a regional city. Although Beppu is more rural, it attracts many tourists and offers an environment that welcomes new challenges, which I found very appealing. At APU, I studied business and accounting, and through the international learning environment, I believed I could build connections even with producers. After enrolling, I actually operated a coffee shop for one month in a “Challenge Shop” project focused on revitalizing the local shopping district. During that time, our sales exceeded 200,000 yen. Through conversations with customers, I experienced moments of “connecting people through coffee,” and I felt that the distance between APU and the local community had become closer.

While studying at APU and running a coffee shop, were there any challenges you faced or experiences that contributed to your personal growth?

The coffee shop is run by four members, including both international and domestic students I met at AP House, the university’s international residence. At AP House, I had various encounters through coffee, and those connections led us to start and manage the shop together. However, since I handled roasting and sourcing the coffee beans on my own, I found it challenging to balance the business with my personal life. In addition, I learned many things for the first time through hands-on experience, such as the complexity of applying to the health department and the restrictions involved in operating a hand-drip coffee stand.

Could you tell me if there was anything you learned at university that was useful in actually running your shop?

I am still a second-year student and have not yet entered a specialized field, but introductory courses in accounting and marketing have been useful for running the business in practice. In particular, classes taught by Professor Fujimoto and Professor Yang left a strong impression on me. When I first opened “TUMUGU COFFEE STAND,” it was featured in local media in Oita Prefecture, which helped us gain broad recognition. I believe this contributed to the success of our marketing efforts.

What activities do you plan to pursue going forward?

Currently, we operate a temporary coffee shop in a challenge space, but within one to two years, I hope to open a permanent store in Beppu. By establishing a physical location, I believe I can achieve my original goal of “connecting people with one another.” To realize this goal, I aim to create spaces where APU students and local community members can connect, through events in Nishi-Oita and activities in the challenge space.

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