Bitter 758 Coffee: Why don’t you try “Nagoya” coffee?

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An interesting article caught my eyes when I opened the newspaper (The Chunichi) on August 30th morning:

Bitter 758 (Nagoya) Coffee ~ A long-established company and Nagoya Institute of Technology “blend” coffee together~
Ito Coffee Shokai, a long-established coffee beans wholesale firm in Higashi-ku, Nagoya, and Associate Professor Takanori Ito (the environmental design) of Nagoya Institute of Technology’s Graduate School have co-developed coffee featuring its strong taste like other Nagoya’s local food, such as miso-katsu (fried pork with sweet soy bean paste) and tebasaki (spicy fried chicken wings). They have named the coffee “758 (Nagoya) Coffee” and are going to sell it on the top floor of the Nagoya TV Tower on 30th (Yasuyuki Ichikawa)20140830_142038

     It tasted strong and bitter when I sipped the coffee, just as it was intended. The coffee’s feature is its strong taste and bitterness. They insisted on making the coffee stronger and bitterer than usual ones. “We’re very proud of releasing this new coffee,” said Aiko Ito, one of the coffee company executives. Ito Coffee Shokai being established in 1951 is one of the oldest coffee beans wholesale companies in Nagoya. This project began with Associate Professor Ito’s approach to them to create new taste coffee to celebrate the 60th anniversary of the Nagoya TV Tower. They researched Nagoya citizens’ taste with three types of coffee in July and August. As the result, about 80% of the subjects chose the bitterest one as “Nagoya taste.” Why do Nagoya’s people like bitter and strong coffee? According to Mr. Toshiyuki Otake, a freelance writer who knowing well about the culture of Japan’s coffee shops, said, “People tend to like the strong taste of miso, or soy bean paste and so on, in Nagoya. Bitter coffee matches strong flavor food.” Associate Professor Ito presumed that they might feel like they had gotten their money’s worth because of the extra content that gave the extreme taste as people in the Nagoya area tend to be prudent. 20140830_141012

     Hmm…They are going to sell the coffee on 30th…30th…Oh, it’s today! I realized it, and left for the Nagoya TV Tower right away. Why? You’ll get the answer when you read under this blog’s title. Yes! I love coffee! I wanted to try the new coffee as a coffee lover. The Nagoya TV Tower finished its role as an electric wave tower in 2011, since when it has been used as a sightseeing attraction. But it is still a symbol of Nagoya. Nevertheless, I had never ascended the tower until that day…So, I thought it would be a nice opportunity to go there, too. 20140830_134920-a

     Actually, there were two other big events in the area that day: Domatsuri and 24 Hour Television. Nippon Domannaka Festival a.k.a Domatsuri is the largest dance festival in central Japan. Many people get together for the event from all over Japan and dance and dance and dance! On the other hand, 24 Hour Television is a kind of charity program. Because of those events, it was very crowded around the tower. 20140830_140048

     There was sanctuary above the hustle and bustle. I saw many people on the top floor of the tower, but they were enjoying the scenery over coffee calmly. The view from the top was fantastic. And the Nagoya taste coffee was also nice. It was not as strong or bitter as I had imagined possibly because I am a Nagoyan, myself. By the way, the coffee’s name “758” is read “na-go-ya.” 7 can be read ‘na,’ 5, ‘go’ and 8, ‘ya’ in Japanese. It is a kind of play on words. Ito Coffee Shokai is going to sell the coffee beans for 758 yen per 200 grams at their shop soon!

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