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¡á 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 brand¡¯s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
¡á 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 Busan¡¯s 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—I¡¯ve done this so many times I don¡¯t 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, I¡¯m 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 nation¡¯s 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 visitor¡¯s impression of the city. Rather, Busan¡¯s 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 Coffee¡¯s 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 Korea¡¯s 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 city¡¯s 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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¡á Table of contents
02 Intro
09 Editor¡¯s Letter
12Welcome
Blue Bottle patrons of Tokyo
16 Opinion
Michael Phillips, Director of Coffee Culture, Blue Bottle Coffee
20 Slow Coffee
Blue Bottle¡¯s three extraction recipes for balanced tastes
26 Mates
Baristas and roasters representing Blue Bottle¡¯s distinctive coffee culture
30 Backstage
Oakland roastery and cupping room–the control room for taste at all Blue Bottle cafés
34 Essentials
Various Blue Bottle products showing off the brand¡¯s aesthetic and use of new technology
42Opinion
TaesuIm, creative branding director of Stndrd
46 Atmosphere
Blue Bottle cafés in California bring out local cultures andquirks
50Experience
Spaces that materialize the Blue Bottle brand philosophy and coffee experience
63Opinion
Saki Igawa, Executive Vice President of Experience, Blue Bottle Coffee
66 Atmosphere
Blue Bottle cafés in Japan reflect characteristics of different neighborhoods while remaining welcome and friendly
70 Café Society
Blue Bottle¡¯s influence and driving force for growth, as explained by those involved with the brand
80 New Wave
Roastery cafés in Tokyo that are spreading specialty coffee culture after the arrival of Blue Bottle in Japan
86Refined
96Brand Story
The stories behind Blue Bottle¡¯s birth and growth
104 Interview
James Freeman, Founder, Blue Bottle CoffeeBryan Meehan, CEO, Blue Bottle Coffee
112 Henry House
Henry House, the Blue Bottle Coffee headquarters in Oakland
116 Session
Blue Bottle training imparts its corporate culture and hospitality philosophy to new employees
118 Partners
Large-scale investments and acquisitions that laid thefoundation for the brand¡¯s growth
122 Origin
Locations where Blue Bottle Coffee¡¯s single origin coffee beans are sourced
124 Coffee Capitals
Four cities with distinctly unique café cultures
128 Seoul
A look at Blue Bottle¡¯s second global destination
132 Figures
Blue Bottle¡¯s specialty coffee business and influence in numbers
135 References
137 Outro