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( 02-6412-0125~8)
About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brands hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
About the Issue
Welcome to the 96th issue of B.
Back in 2018, when B revisited Seoul, the capital city of Korea, to put out a second edition, we talked about what city would be the best for the city issue besides Seoul. Many of our editors—including me—thought of Busan, the second largest city in Korea, and Jejudo Island for its breathtaking natural landscapes. Five years later, we wound up doing an issue that features Busan. Of course, we were drawn to Jejudo Island because it embodies the idea of rest and relaxation, but truthfully, we were more curious about Busans many faces beyond the beaches and tourism. I myself visit the coastal city every year and always feel like moving there whenever I go, so it is obvious that the port city 400 km south of Seoul has some kind of magnetic allure.
Each time I arrive at Busan Station and taxi to Haeundae to get settled in—Ive done this so many times I dont dare to even try to count—I find myself mesmerized by the landscape of the piers as I look out the car window. Not until rows of shipping containersand towering cranes catch my eyes do I feel like, Ah! Finally, Im in Busan. It feels like passing through immigration. Maybe because of the unique layout of port cities, I have always assumed that Busan was bigger than Seoul. Maybe it is the impression that you can only get from the second- or the third-largest cities. Apparently, it is the norm that the nations largest city—the capital city in an administrative and economic sense—naturally chases ideas like global standards and cosmopolitanism. Despite the never-ending changes inarchitecture, culture, and commercial districts that seem to pop up overnight, capital cities always feel rather mediocre when all things are said and done. That might explain why I have recently heard globe-trotters grumbling that there is nothing special out there. Everything is already in Seoul.
But Busan has staved off this rather imminent phenomenon of standardization. Of course, the city boasts a good number of flagship stores by globalbrands, inventive and fancy restaurants, and uniform- like styles that hipsters wear, but these elements
do not shape the visitors impression of the city. Rather, Busans cultural elements—embedded in the clothing, food, and architecture—forge a distinctive locality in its raw state, emerging through the cracks between the well-developed infrastructure that is essential for a big city to survive. The essence of Busan that B captured for this issue also centers on the people, the products, and the companies that add contemporary twists to local tradition. From Momos Coffees Jooyeon Jeon, who triumphantly sprang up from the local specialty coffee scene and on to the global stage; and Balansa, a fashion brand whose contemporary chicness is no less superb than Seoul- born rivals; to Gentz Bakery, which strives to retaina sense of Koreanness. All these players generated cultlike followings locally and received offers to expand to Seoul. (Usually, it happens the other way around.) In a city where not even one of Koreas top 100 companies has its headquarters, it is a feat thatlocally grown creativity translates to business acumen, resulting in phenomenal success.
The potential of Busan, I opine, lies with innovative small business owners, though they are wildly outnumbered by their counterparts in Seoul. Indeed, the Busanites B met say that the citys potential isin the hands of the people who grew up in Busan,far from Seoul and close to the door to the outside world. Busan has constantly grappled with internal and external forces due to its geographical position and historical events, like outsiders coming and going, refugees from the Korean War rushing in. Even still, it seems that Busan has the most fertile soil to cultivate new contemporary ideas. This may be why I as a land dweller, born and raised in Seoul, always envy people who live near water—and where they come together, in Busan.
Eunsung Park
Editor in Chief
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Table of contents
02 INTRO
08 EDITOR'S LETTER
12FOURTH WAVE
The new wave of coffee and % Arabica observed by coffee experts
16AESTHETIC
Aesthetic of Kyoto that inspired % Arabica founder Kenneth Shoji
22NEIGHBORHOOD
Introduction to Arashiyama and Higashiyama neighborhoods in Kyoto where % Arabica locations have become local attractions
28OPINION: KOBE LEE
% Arabicas Global Head Barista Kobe Lee talks about thebrands philosophy on coffee and people management
34IDENTITY
% Arabicas minimal, timeless brand identity that is reflected in brand goods
40IN THE BAR
% Arabicas signature drinks and service
46AT THE ROASTERY
% Arabica Kyoto Roastery & Bakery, a control tower for an exquisite, quality cup of coffee
50INTERVIEW: KENNETH SHOJI
Conversation between Magazine B publisher Suyong Joh and % Arabica founder Kenneth Shoji
56A DAY WITH A COSMOPOLITE
Kenneth Shojis cosmopolitan life in Bali
64CUPPING LAB
Luis Urcuyo, green bean buyer for% Arabica, shows his coffee cupping
68COFFEE FARMS IN BALI
Coffee farms in Batukaang Village, Bali, that supply specialty coffee beans to % Arabica
72WELLNESS SPACES IN BALI
Alchemy, a wellness brand in Bali that captured Kenneth Shojis attention
76COFFEE TOOLS
Coffee tools used in % Arabica cafés to provide the best coffee experience
86MOMENT OF INNOVATION
Slayer Espresso, a game changer in the espresso machinemarket, and its founder Jason Prefontaine
94COFFEE BUFFERS
Coffee lovers from all walks of life, including cofounder of Deus ex Machina Dare Jennings, share their thoughts on % Arabica
102OPINION: KEITA AONO
Keita Aono, chief designer of space design consultancy No. 10, talks about % Arabicas space design philosophy
108ICONIC STORES
Design studios from different cultures and their iconic designs for % Arabica cafés
124SURROUNDINGS
Neighborhoods and nearby attractions in Seoul, New York, and London where% Arabica shops are located
130PARTNERS
% Arabicas franchise partners in Indonesia, China, and Korea that drive the brands global business
136VISITORS
People from all around the world who visit % Arabica stores in Kyoto and Bali
142BRAND STORY
A story of % Arabica that started in Kyoto and has grown into a global coffee brand
148BEHIND THE BRAND
Some interesting facts about % Arabica, as presented by the brands founder
150INTERVIEW: MAKOTO NAKAMURA, ERIKO MATSUDA
Makoto Nakamura, vice president of Asiamix Japan, supports % Arabica and Kenneth Shoji; Brand consultant Eriko Matsuda leads brand management
154TENANT
% Arabica kiosk locations show the brands competitiveness
160UNDERDOGS
Coffee brands that started in cities with hardly any coffee culture and still gained an international following
163OUTRO
[ó] ŰB () Magazine B, Ű (2023 09) 翡 Ͽ, ۱ǹ ȣ , , մϴ.