Message Katsuhiko Hasegawa

Hello, everyone.
I am deeply honored to have been appointed as the President of Specialty Coffee Association of Japan (SCAJ). I previously served as SCAJ President from 2014 to
2015, and I feel a renewed sense of responsibility as I take on this important role once
again. First and foremost, I would like to express my heartfelt gratitude to everyone who supports the association’s activities. SCAJ was founded in 2003 with the aim of “promoting and popularizing specialty coffee in Japan.” This was set against the backdrop of a period in which specialty coffee organizations were being founded one after another: SCAA in the USA (1982), SCAE in Europe (1998), BSCA in Brazil (1991), organizations in Costa Rica (1994), Panama (1998), and East Africa (2000). The years 2001–2002 marked a period known as “the coffee crisis,” when international coffee prices hit an all-time low. Producing regions were exhausted by operating at a loss, and producers were unable to properly manage fertilization, leading to the decline in quality. Meanwhile, roasters in consuming countries were forced into a war of attrition due to price competition. Amidst these circumstances, the movement of creating a sustainable coffee industry, shifting the competition from price to quality, and providing great-tasting and high-quality coffee that would delight consumers at a fair price gained momentum—and this led to the founding of SCAJ. In recent years, the coffee industry has been facing many challenges. First, there is the issue of coffee prices. In February 2025, Arabica reached a record high of 431 cents per pound, and Robusta also surged to $5,826 per ton, bringing international coffee prices to their highest levels in 47 years.
With the JPY(YEN) continuing to weaken and global instability persisting, the price of green coffee beans—which we rely on importing—has been rising. While we face various challenges, including labor shortages and climate change, I would like to work with our members to explore how we can navigate the next five years by leveraging trends in AI adoption, automation, and digitalization.　
We aim to be the first to deliver the latest information from the specialty coffee industry, which continues to innovate at a rapid pace worldwide, and we hope to help everyone rediscover the wonderfulness, appeal, and diversity of specialty coffee, and that we can work together to overcome these difficult situations. Our association’s mission is to promote the excellence of specialty coffee and to accurately convey its value. It is important for consumers to understand the value of coffee, not merely as a beverage, but to learn about its rich stories and background, and to more deeply appreciate the unique flavor characteristics that arise from them. To this end, we would like to promote coffee culture through educational activities and events.
Looking ahead, we believe that the development of the specialty coffee industry requires a balance between innovation and tradition. We intend to pioneer the future of coffee by actively embracing new technologies and approaches while respecting traditional methods and philosophies.
Furthermore, to fulfill our environmental and social responsibilities, we will further promote sustainable initiatives. Finally, we ask for your continued support and cooperation. We believe that the specialty coffee industry can look forward to a brighter future by combining the efforts of each one of us. Let us face new challenges together and build a wonderful coffee culture. We look forward to your continued support.
Thank you.