Kurasu founder Yozo Otsuki on building a brand that lasts

Founded by Yozo Otsuki in 2013, Kurasu began as a quiet online store for Japanese brewing tools. An intentional, humble entry into a global coffee market obsessed with cafés, not kettles. But over the last decade, Kurasu has evolved into something much larger: a brand that expresses Japanese hospitality, craftsmanship, and community through cafés in Kyoto, Singapore, Bangkok, and now, Dubai.

In this exclusive follow-up to our original feature on Kurasu Dubai, FLTR Magazine speaks directly with Yozo about how it all began, the philosophy behind his brand, and what made him trust David Zabinsky to carry the Kurasu ethos into the Middle East. This is a conversation about restraint in a world of spectacle, purpose in an age of speed. And the quiet power of doing things with intention.

Kurasu didn’t begin as a café. It began as an online store focused on Japanese brewing tools. That’s a very intentional entry point into coffee, especially when most people think of cafés first. You could have opened a shop. You could have started roasting. But you began with equipment. Why did you choose to start there? And what were you hoping to share with the world when you launched Kurasu?

At the time, I had just left my job in finance. I didn’t have a clear idea of what I wanted to do next, but I knew I wanted to try something entrepreneurial. Something of my own. After years in the corporate world, I wanted a more flexible lifestyle. I wanted the freedom to travel, to not be tied down to one physical place working 9 to 5. So naturally, I started thinking about doing something online. Something I could manage remotely.

Being Japanese, but having spent more than half my life living abroad, I’ve always felt this strong pull to connect Japan with the rest of the world. I wanted to highlight Japanese culture, craftsmanship, and everyday beauty in a way that people outside of Japan could appreciate. It wasn’t necessarily coffee that I set out to focus on. It was those deeper cultural elements.

That led me to launch an online store centered around Japanese homeware and craftsmanship. Coffee equipment happened to be one of the categories we carried. And it really resonated. That’s how Kurasu got its start. We just grew from there.

A few years later, you made the leap from curation to creation. The first Kurasu café opened in Kyoto and introduced a new way of experiencing coffee: quietly, intentionally, and without pretence. What shifted in your thinking when you opened that first physical space? What did you want a Kurasu café to feel like, for both you and your guests?

The first shop we opened, and really, every shop we’ve created since, reflects who I was at that point in time and what Kurasu meant to me then.

At that moment, I had just spent three years living in Sydney, Australia, and I had really come to love the coffee culture there. The kind where grabbing a coffee is part of your everyday rhythm, where the baristas know your name and your order, and there’s this natural, warm familiarity. Almost like you’re visiting a friend. That level of close, human connection really stayed with me. It was something I deeply admired and wanted to bring into Kurasu.

Of course, we’ve always been rooted in Japanese culture. Its craftsmanship, hospitality, and attention to detail. But I wanted to blend that with what I loved about Australian coffee culture: the intimacy, the accessibility, the sense of community.

Our first space in Kyoto was small, just 28 square meters, so it naturally became more of a stand than a sit-down café. But that limitation turned out to be a gift. It helped define the kind of experience we wanted to offer. Everything was close: the espresso machine, the pour-over setup, the shelves lined with coffee gear. It all had to fit in this tight, intentional space. And that physical proximity encouraged conversation. You couldn’t help but interact. With the barista, with the person next to you, with the space itself.

That closeness helped us create something special: real community. I know that word gets used a lot, but I truly feel like we built it. Organically. Sincerely. Even today, people stop in for a quick coffee, but there’s almost always a conversation. Strangers talk to each other. Regulars form relationships with our staff. And that culture of openness and connection became the foundation for every shop we’ve opened since.

Even though some of our shops are now larger or set up differently, the spirit of that first space, the sense of intimacy, the thoughtful design, the human connection , still guides everything we do. I’m incredibly proud of that.

Building a brand often happens slowly, then all at once. But there’s usually a moment – something someone says, a decision you make, or even a single day – when it becomes clear: “This is no longer a project. This is my life.” Was there a moment like that for you with Kurasu? When did you know this was the work you would dedicate yourself to?

Honestly, I think that moment came very early. When I first launched the online store, we had zero traction. I didn’t spend any money on marketing, and I built everything from scratch myself: the website, the social media, everything. But surprisingly, the response came quickly. I remember getting my very first sale around the two-month mark. It was just one product to one customer, but it was a game-changing moment for me. That someone out there found us, believed in us, and bought something. It felt huge.

From there, the growth was steady. Nothing overnight or explosive, but organic. Our sales, our social presence, our customer base. All of it grew gradually. And because of that, it always felt very natural and aligned with who I am. Kurasu didn’t feel like a project that I had to push; it became a part of my life in a very fluid way.

That said, opening the physical shop was definitely a turning point. With an online store, if something doesn’t work, you can shut it down. But opening a shop meant real commitment. In terms of investment, hiring, and just the responsibility of creating something lasting. That was when it felt like there was no turning back.

And over the years, there have been countless moments that affirmed that decision. People coming up to me to say that Kurasu has been a part of their life. That they remember their first cup with us, or that they got into home brewing through our online store or YouTube videos. It’s those everyday moments that remind me this isn’t just a job. It’s something that truly matters to people. And that’s what keeps me going.

You’ve now opened cafés in multiple countries, each with its own pace, culture, and expectations. And yet, there’s a quiet thread running through all of them. Something unmistakably Kurasu. When you expand internationally, what elements do you insist on protecting? And where do you allow room for change?

That’s a great question. And honestly, I feel like we’re still figuring it out in some ways, which is actually what makes it exciting. I’m kind of amazed, to be honest, at how we’ve been able to preserve the essence of Kurasu across different countries. Some of it has definitely been intentional, and some of it has just happened naturally. Through the work we’ve done with our partners, through the efforts of our team, and through this shared understanding of what Kurasu is about.

We’re also really lucky. People already have a perception of Kurasu. Whether it’s our partners or the baristas who work with us. That connection often comes from visiting our shops in Kyoto or following us online. Having that kind of foundation is incredibly powerful, and it helps guide everything we do.

That said, we’ve also put a lot of thought into our structures. We’ve spent a lot of time refining our shop design, our visual identity, and especially our training programs. Our training system has become more robust with every new shop we open. It’s a continuous learning process. Each location teaches us something new.

At the same time, I love that a lot of what we do still happens organically. That’s a big part of our DNA, and it still works. Each of our shops has a distinct feel, and that’s intentional. We don’t want to create cookie-cutter shops. We want each one to reflect its local context and bring real value to the community it’s in.

If a new location doesn’t make sense, if it feels forced or doesn’t genuinely contribute something, we don’t pursue it. For us, expansion isn’t just about scale. It’s about meaning. And that’s what keeps it exciting.

The Kyoto cafés, Ebisugawa and Kyoto Stand, each offer very different atmospheres, from the calm of a living room to the controlled buzz of a busy commuter café. Dubai introduces yet another context. What feels completely different about the Dubai café compared to your first space in Kyoto? And what, importantly, feels exactly the same?

Each of our shops really reflects who we were at that moment in time.

Kyoto Stand was our very first shop. We didn’t have much capital, so it was very DIY. We were trying to do a lot with a little. Packing everything we were at the time into that small space. It was raw, but it was real. That shop represented our early energy and passion, and it set the tone for what came after.

Ebisugawa came later, during the COVID period. That was a moment of reflection for us. We wanted to return to our core. Home brewing, slow coffee, and the idea of coffee as a daily ritual. At that point, we had more resources, more design connections, and a clearer sense of branding. So we were able to create something different: a more refined, tranquil space that still stayed true to our values.

Dubai, on the other hand, is our first shop in the Middle East. And our fifth country overall. So we came into it with more experience, but also a strong desire to get it right. From the beginning, we wanted to blend the essence of our Kyoto shops with elements that made sense locally. We didn’t want to just copy and paste. We wanted to build something meaningful for the community there.

I think we’ve succeeded in merging those two worlds: bringing the spirit of Kyoto to Dubai, while also creating something that fits the rhythm and expectations of life there. And looking ahead, we’re excited about evolving even more. The more shops we open, the more we learn. And the more we’re able to express Kurasu with a distinct local flavor that still holds our core values.

Dubai is just the beginning for us in that region, and we hope people can look forward to what comes next.

The Japanese concept of omotenashi, a hospitality rooted in intuition and humility, is central to how Kurasu treats its guests. But omotenashi isn’t easily taught, and it doesn’t always translate in places where service can be more scripted or transactional. What have you learned about maintaining the spirit of omotenashi outside Japan? What are the most important things you focus on when training an international team?

I think this ties back to the earlier question. It’s really a balance between intentionality and letting things happen organically.

We’ve built a pretty robust training system over the years. For every new location, we make sure someone from Japan, someone who truly understands who we are and what we stand for, goes there to lead training. That’s a key part of making sure our values are communicated clearly from the start.

At the same time, we’ve been incredibly lucky with the people who’ve joined us. We’ve had so many team members who already resonate with what Kurasu stands for before they even come in. They have a sense of what we value, and they’re eager to learn more, to grow into the mindset we’re trying to cultivate. That’s something you can’t teach. It comes from a shared vision and alignment.

Of course, distance is a challenge. So maintaining connection is really important. We try to do that through regular online check-ins and ongoing training. But beyond that, I think what makes the biggest difference is creating opportunities for our international team members to come to Kyoto. There’s something about being in the city. Experiencing the pace, the hospitality, the attention to detail. That can’t be taught through words or manuals.

Kyoto has a certain atmosphere. Whether it’s in the local shops, the restaurants, the architecture. You feel the spirit of omotenashi everywhere. And once you feel that, it becomes part of how you show up in the world. So we’ll keep finding ways to create those experiences for our team, because they’re invaluable.

Kurasu has never chased hype. You’ve built the brand slowly, on substance, while many others in coffee lean into spectacle and speed. That restraint is rare. And perhaps even risky in a city like Dubai. As you prepared to launch Kurasu in the Middle East, what values did you feel had to be protected above all else?

I appreciate that question, because it really touches on something personal – for me and for Kurasu.

Culturally, I come from Kyoto, a city that isn’t driven by hype. It’s not part of our DNA, and honestly, it’s not part of mine either. I’ve never been interested in chasing trends or attention. And when we talk about sustainability at Kurasu, we’re not just talking about it in terms of coffee. We think about it in terms of brand, business, and relationships. It’s about building something that can last.

That mindset comes from Kyoto itself. The city is full of family-owned shops and artisan businesses that have been operating for generations. Some for hundreds of years. They’ve survived without outside capital, without flashy marketing, without needing to constantly shout to be heard. There’s something very grounded in that way of operating, and it’s what we aspire to embody as a brand.

Of course, every city has a different appetite for things like hype, speed, and spectacle. Dubai is known for its ambition and glamour. And while that’s exciting, we knew from the start that we didn’t want to compromise who we are. We believe there’s room for a brand like ours, one that’s more restrained, more intentional. We’re not here to impress for a moment. We’re here to build something meaningful over time.

So far, that approach seems to be resonating in Dubai. It’s still early. Only two months in. But for us, success isn’t measured by how strong the launch was. Anyone can create short-term hype. What matters is long-term presence. We want to understand our customers, learn the rhythms of the city, and grow with purpose.

That’s how we’ve always done things. With a slow, steady, intentional pace. And if we ever lose those values, it’s no longer Kurasu.

When David Zabinsky approached you about bringing Kurasu to Dubai, he wasn’t just proposing a new café. He was offering to become a custodian of your brand in a very different part of the world. What stood out to you about David and his team? What gave you the confidence to say yes to this partnership?

We’ve always had a lot of interest from the Middle East. Especially the GCC region. Over the years, we’ve received many inquiries and had ongoing conversations with people wanting to bring Kurasu there. But for various reasons, none of those opportunities really came together. Until David reached out.

What stood out about David and his team was a few key things. First, his entrepreneurial spirit. He wasn’t coming from a big private equity firm or backed by a large fund. He was building something from scratch, which I really respect. Because that’s how I started, too. That kind of hands-on, self-made approach resonated with me. Of course, I knew that meant his team might not be as large or established as others we’ve worked with, but his passion and drive more than made up for that.

From the beginning, he genuinely wanted to understand what Kurasu was about. And throughout the process, even when we’ve had differing opinions, as all partners do, he’s always listened, stayed open to feedback, and respected our values. Even when our ideas didn’t perfectly align with what might typically work in Dubai, he never pushed back in a dismissive way. Instead, he was willing to test, to learn, and to adapt with us.

That kind of mindset is really important to me. I’ve always believed that a partnership has to feel like a friendship. Like family. It can’t just be transactional. And I’ve felt that with David, his partner Val, and Amin, their GM. There’s a real sense of shared purpose.

Another big moment that affirmed everything was when they flew to Kyoto at our request. They took the time to visit our shops, meet the team, and experience the city. That’s something I always emphasize—because you can’t understand Kurasu without understanding Kyoto. The culture, the rhythm, the spirit of the city. It’s foundational to everything we do. And they understood that, and took it seriously.

Yes, it was clear from the start that working with a smaller team would come with challenges. There would be more training, more support needed from our side. But we felt it was worth it. Long-term, we believe this partnership will continue to grow, and the effort we’re putting in now will pay off in the future. And we’re already seeing the beginning of that. We’re excited to keep building with David and his team.

Opening day is always emotional. All the planning and preparation meet real people for the first time. You’ve done this before. But never in the Middle East. Was there a moment during the Dubai launch that made you stop and feel: “Yes, they understood us”? Something small or specific that made you proud?

Absolutely. There were so many moments during the launch that made me feel proud. And genuinely moved.

First, I was incredibly proud of the team we assembled. They were passionate, eager to learn, and genuinely interested in what Kurasu stands for. They weren’t just there to work. They were there because they believed in the brand, in coffee, and in hospitality. That kind of alignment is something we never take for granted.

But what really stood out was the people who came through the doors on opening day. And in those first few days. It was such a wide mix: people who had been following Kurasu for years, who had bought something from our online store, or visited one of our shops in Japan or Singapore. Others had only heard of us through a friend or stumbled across us online. Some had never been to a Kurasu shop but knew the name, knew the aesthetic, knew the vibe. And then there were people who were just discovering us for the first time.

Hearing their stories, how they first came across Kurasu, what they remember, what they love, was incredibly special. The conversations weren’t just about coffee; they were about memories, personal connections, and experiences. People came from so many different backgrounds and cultures, but we were all connecting around the same purpose. That’s something that always humbles me.

We had a sense that this would happen, That people in Dubai would resonate with what we do. But experiencing it in person, seeing that response firsthand, was deeply rewarding. It reminded us that Kurasu has become more than just a shop. It’s something people carry with them. And that’s always a proud moment. No matter where we are in the world.

You’ve now built something that reaches across borders. Not just a brand, but a way of being. From Ebisugawa to Dubai, from equipment to experience, from Kyoto to the world. What has this journey taught you? About coffee, about people, and about yourself as a founder?

Wow. So many things. Honestly, I think that’s why I keep doing this.

People sometimes ask me, “What’s your exit plan?” And the truth is, I don’t have one. I don’t think in terms of an exit. Maybe my exit is the end of my life. Because I truly want to keep doing this for as long as I can. And if one day I can pass it on to my children, that would be a dream come true.

Coffee is something I’m still learning from every single day. It’s incredibly deep. It connects to so many aspects of life and the world. And while we often talk about the coffee shop experience, there’s so much more to it: the supply chain, the history, the economic pressures, the environmental changes. When you look at the conditions that producers and pickers work under, or the volatility of coffee prices, or the challenges brought by climate change, it becomes clear that this is a massive, complex system.

There are no easy solutions. But I see that as exactly the reason to keep going. It’s a lifelong project—one where we’re constantly learning, growing, and trying to make even a small difference. That’s why we want to grow. Not just as a brand, but as a force that can contribute something positive to the coffee industry.

Opening in Dubai and more locations is part of a larger journey that connects everything we’re doing: sourcing coffee more responsibly, building stronger relationships with producers, and creating a sustainable path forward for the future of coffee.

All of it is interconnected. And we’re just so grateful for the people who’ve been on this journey with us.

Kurasu’s arrival in Dubai is more than an expansion. It’s a quiet assertion that meaningful brands don’t need to shout. Through Yozo’s words, it’s clear that every Kurasu location is more than just a café. Each one is a reflection of time, place, and personal evolution. Rooted in Kyoto but willing to adapt with humility and purpose.

As Kurasu continues to grow, it does so slowly, intentionally, and on its own terms. And in a market that often values what’s loudest or fastest, that might just be Kurasu’s greatest strength.