Kurasu comes to Dubai: the quiet power of Japanese coffee culture

Kurasu isn’t just a coffee brand—it’s a philosophy. The word comes from Japanese, meaning “to live” or “lifestyle,” and that spirit runs through everything the Kyoto-born brand does. What began in 2013 as an online store curating beautiful Japanese coffee equipment has grown into a globally respected name in specialty coffee, with cafés in Japan, Singapore, Bangkok—and now, Dubai. Known for its light roasts, meticulous brewing, and minimalist design, Kurasu has attracted a cult following across 25 countries.

In this exclusive interview, we speak with the entrepreneur leading Kurasu’s Middle East expansion to explore what it means to bring a brand built on calm into a city that thrives on energy. Meet David Zabinsky.

Before we talk coffee, let’s talk about you. What’s your story? What were you doing before Kurasu—and what led you, unexpectedly or otherwise, into the world of specialty coffee?

I’m originally from the US (I was born in New York City and raised in Boston), but I’ve proudly called Dubai home for a decade.

My career in entrepreneurship started in 2020 when I brought a Belgian and then a Singaporean-listed diamond company to Dubai. It all kind of happened accidentally, but I suppose that’s a story for another time…

Two years later, in 2022, my brother-in-law – an avid golfer from New York – asked me if there were any indoor golf clubs in Dubai given (a) how fast the sport is growing in the region and (b) how insufferable golfing can be outdoors for nearly six months per year.

From there, we found ourselves navigating the rabbit hole of different indoor golf club operators around the world, which is when it became clear that Five Iron – a US brand – was the clearcut industry leader. A few conversations with Five Iron’s corporate team later… and fast forward to September of 2024, and we proudly launched the biggest Five Iron on the planet, right here in Dubai.

That was truly the impetus for my business thesis – one that supported the eventual Kurasu partnership: Connect with ethos-driven founders who’ve built and scaled their own brands in their respective markets, and be their trusted brand custodian here in the UAE.

And once I came across what Yozo Otsuki had built at Kurasu, I was – for lack of a better word – enamored.

Of all the brands you could have partnered with, why Kurasu? What did you see—or feel—in Kurasu that made you want to bring it halfway across the world?

I know this sounds cliche, but it became very evident to me very early on that Kurasu was more than a brand…

It was a community.

From its YouTube channel, where there are brewing tutorials and videos of Yozo showcasing coffee shops all around the world, to Kurasu’s robust and global subscription model where customers get Japanese roasted beans no matter where they are, I was so wildly impressed with and inspired by Kurasu’s reach.

Then, I stepped foot into both of their shops in Kyoto. 

First was Ebisugawa, nestled in Kyoto’s outskirts. The shop serves hand pours only. The space was so uniquely intimate and soothing. I was overcome with a sense of… calm. I truly felt as if I was in someone’s living room.

Contrast that with Kurasu’s Kyoto Stand, adjacent to the city’s train station, where there can be a line out the door that helps create the typical “coffee shop buzz” to which many of us from big cities are accustomed. There was an energy there – an organized and contained chaos – that drew me in… with Kyoto residents having a coffee and reading the newspaper sitting next to tourists photographing their Matcha Latte Espresso for Instagram. 

The Thai espresso I had there – likely the best I’ve ever had – made me fall in love with anything and everything Kurasu even more.

Why Dubai? The specialty coffee scene here is vibrant but saturated. What did you believe Kurasu could offer that the city didn’t already have?

The specialty coffee scene here is indeed vibrant. And saturated. But also sophisticated. 

The Dubai palate both appreciates and seeks out light roasts. And because every single cup of coffee Kurasu serves was first roasted in Kyoto – in house – with a bias towards light and medium roasts, I thought it was a match made in heaven (or Kyoto?).

There’s also an affinity within Dubai’s social fabric for Japanese food, drink, and culture. Kurasu in Japanese means to live – and as a consequence, Kurasu is not just a coffee brand, but a lifestyle brand. Surely, I figured, this would align well with Dubai’s coffee community.

Kurasu isn’t just a café—it began as a curator of Japanese brewing tools and methods. How do you translate that depth, that original purpose, to a city where many people are still learning the basics of specialty coffee?

I love this question. 

My partner and General Manager, Amin, loves to tell the story of how he learned how to make his first ever pour over nearly ten years ago. Any idea how?

From a tutorial on Kurasu’s page.

That’s the beauty of Kurasu… both online and in store. While we’d love to geek out and discuss coffee with the nerdiest coffee snob there is, it’s also imperative for us to maintain Kurasu’s tenet of open arms, of embracing those new to coffee, and of creating an environment where there’s no question or request too silly (yes, of course we can give you more sugar in your Spanish Latte!).

You’re introducing a brand built on subtlety, restraint, and tradition into a city that often celebrates spectacle. What have you had to fight to protect in bringing Kurasu to Dubai?

I’ll proudly quote Yozo myself:

We never want to be just a hype-based brand. We want to build a loyal customer base and we always want to be humble about that.

That’s exactly why I admire Yozo and why I am so honored to work with him. It’s also why we didn’t build our Dubai store with glitz and glam or, in your words… spectacle.

We wanted and will continue to want Kurasu to be a place where people don’t just drink coffee or matcha, but – in the spirit of the brand – live.

Let’s talk about culture—not coffee culture, but Japanese culture. How are you building a team in Dubai that understands and expresses concepts like omotenashi, which can’t be scripted or forced?

I love this question, too!

One who’s been to our shop might realize we don’t have many seats. In fact, there’s loads of “white” or “empty” space.

That was by design.

We never want the shop to feel or become too crowded (despite what our standing-room-only opening weekend would have you believe!) so that we can hear and serve our guests whenever they’re there.

We were also fortunate to have Kai Petersen from Kurasu’s global team spend two weeks with our baristas prior to open where – other than training our staff on the Kurasu brewing method – he also dove deep into the very concept of omotenashi… of an unwavering focus on customer service that we’re all adopting and practicing relentlessly.

What’s something you’ve learned about Japanese coffee culture through this process that surprised you? Something that changed the way you see coffee—or hospitality?

Blended pourovers!! I had never had (or even heard of??) a blended pour over. And you can bet I was skeptical when we were to offer Kurasu’s Haru Kochi seasonal blend as a signature pour over on Day 1.

But… the taste? Incredible. A Rwandan / Tanzanian blend that screamed sweet, sweet caramel.

Naturally, it was our best-seller and sold out in our first week.

I was shocked. Yozo, on the other hand, was not. 🙂

Building a café is one thing. Building a brand that lasts is another. What’s your long game with Kurasu Dubai? Where does this go if it works?

We’re proponents of walking before we can run. We want to prioritize providing seamless and unforgettable experiences at our first shop in Dar Wasl before thinking about anything else. 

But – suffice it to say, once we’re really gelling at our first shop, we’ll be really excited about what’s next. And you should be, too. 😉

What’s been the hardest part of this journey so far? What moment made you stop and ask yourself, what have I gotten into?

Oh man. Our opening weekend. I sure was naive!

To be frank (and blunt), I wasn’t expecting a very busy Grand Open. But by 10am on Saturday – our first day – there was a line out the door. Without doing any real pre-open marketing, Kurasu Dubai was standing room only in our first weekend.

I remember standing at the till, where I was running coffees to and from customers, looking out at a seemingly never-ending queue of thirsty and eager guests. I did indeed ask myself:

“What have I gotten into?”

But that’s a testament to what Yozo has built… a brand that is so admired, respected, well-known, and coveted.

When someone walks into Kurasu Dubai for the first time, what do you hope they feel—before they even take a sip? What’s the emotion, the energy, the experience you hope lingers?

Warm, desert-like tones with a “negative” space are an ode to the vast, empty dunes of the UAE, whereas the shop’s minimalistic design and horigotatsu sitting area reflect our Japanese origin.

But aside from representing both our UAE and Japanese “hosts” if you will, there’s also another emotion we wanted to exude, one that a customer recently articulated far better than I ever could:

Zen.

Quiet coffee shop music, an intimate seating area that can be re-arranged based on your group’s size, and dimmable lights help create an inviting space where one can quietly work, or – as I prefer…

To escape.

Or, in the spirit of Kurasu:

To live.

The arrival of Kurasu in Dubai isn’t just about adding another café to the city’s crowded coffee map. It’s about introducing a way of being—rooted in Japanese hospitality, thoughtful design, and slow, intentional living. In a market driven by trends, Kurasu offers something timeless.

As the Dubai shop settles into its rhythm, what stands out isn’t just the quality of the coffee, but the clarity of its purpose. Whether this is your first encounter with the brand or one you’ve followed for years, Kurasu Dubai invites you not just to drink—but, true to its name, to live.