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From Charcoal to Café: The Timeless Craft of Suzuki Coffee

by Jessica

Suzuki Coffee, an 80-year-old Japanese brand, has found its sole remaining store on Chin Bee Avenue in Singapore, raising questions about its journey. Founded in 1944 by Grand Master Kiyoshi Suzuki in Tokyo, the brand emerged during Japan’s coffee boom, known for its Sumiyaki roasting method, which enhances flavor by thoroughly cooking coffee beans and reducing acidity.

Despite the decline of traditional roasting methods in favor of commercial machines, Suzuki remained committed to Sumiyaki, setting the foundation for the brand’s identity. The expansion into Singapore began in 1979 when Hideki Endo-San, a protégé of Suzuki, recognized an opportunity in the local market, which was heavily focused on traditional coffee. The establishment quickly gained traction, leading to a roastery in Ang Mo Kio and a café at Bukit Timah Plaza.

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As demand surged, Suzuki Coffee established itself as a leader in the Singaporean coffee scene, even partnering with international airlines. Over time, the Japanese café closed, and the Singapore roastery shifted focus to meet local demand, ultimately selling to a local entrepreneur.

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Now, in 2024, Suzuki Coffee serves both B2B and B2C markets, offering a diverse product range for coffee enthusiasts and casual drinkers alike. Their selection includes professional-grade brewing equipment and sustainable, globally sourced coffee beans, with popular blends like Chowa and Yugen.

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The brand has embraced modernity without losing its roots, offering a Japandi-styled café that serves as a hub for barista training, bean roasting, and community events. Customers can participate in coffee-tasting sessions and workshops, deepening their connection to the brand.

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Eight decades on, the Sumiyaki roasting method remains integral, showcasing exceptional craftsmanship that Loo, the current master roaster, learned directly from Endo-San. This legacy of quality and authenticity is highly valued by customers.

As consumer awareness rises, Suzuki Coffee has prioritized ethically sourced beans and sustainable practices. With over 466 solar panels installed, the brand is now the region’s only solar-powered coffee roaster. Through initiatives like the Suzuki Cares programme, they focus on recycling and tree-planting efforts.

Suzuki Coffee plans to integrate IoT technology into roasting and packaging processes, ensuring precision and sustainability. With ambitions to expand internationally, the brand aims to lead the coffee industry into a new era while maintaining its competitive edge through innovation and tradition.

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