When you say Narita, many people probably think of Naritasan Shinshoji Temple, but it is not the only thing to see. In Narita, there are many people who provide hospitality to visitors, and I would like you to know about them. Here, we will introduce them to you as “People of Narita”!
This episode's guest is Keisuke Matsumura, founder of ROUTEMAP COFFEE ROASTERS. While running a coffee shop in Narita, he is active in multiple areas including coffee bean roasting and wholesale, green bean import, and organizing the “Narita Coffee Festival.”
What challenges are you taking on in Narita, the town where you were born and raised, with coffee as your focus? We asked about your feelings for the town and your plans for the future.
ーPlease tell me about the initiatives currently being undertaken at Narita.ー
I run a coffee shop called “ROUTEMAP COFFEE ROASTERS” in Narita. Alongside operating the store, I wholesale and retail our own roasted coffee beans, supplying beans to local businesses. Furthermore, I've recently launched a green coffee bean import business. I prioritize connections with producing regions and strive to deliver beans with a deep understanding of the entire supply chain.
We also organize and manage events such as the Narita Coffee Festival and brewing competitions. Our daily efforts include activities that promote coffee not only as a beverage but also as a catalyst for connecting people.
ーPlease tell us about your career history to date.ー
I was born and raised in Narita. I've lived in this town my entire life—so much so that the spot right in front of my current shop was part of my commute to Narita Elementary School.
After graduating from university, I joined a company and worked there for two years. I then resigned and went on a one-year working holiday to Vancouver, Canada. There, I trained as a barista, learning roasting and brewing techniques, as well as the background of production regions and distribution. After that, I moved to Australia for another year. Those two years abroad were a time to learn both coffee and English.
After returning to Japan, I launched ROUTEMAP COFFEE ROASTERS.
ーDo you have any favorite spots around Narita Airport?ー
There isn't one specific spot like this, but near the airport, “Sakura Hill” is still an impressive place. It's also a spot where you can gaze at the planes and let your thoughts wander to the world beyond.
I often visit the area around Lake Imba. I sometimes visit places like the “Tani Fish Farm,” which I've been going to since childhood.Rather than being famous tourist spots, they're quiet, peaceful places known only to those in the know. I find such spots appealing.
ーLooking toward Narita's future, how do you wish to act?ー
I feel Narita is a city that retains its old-world charm while also welcoming increasing numbers of international tourists in recent years, creating a unique blend of cultures. As someone who is first and foremost a coffee shop owner, my core motivation isn't so much about “boosting the local area” as it is about “boosting the coffee industry.”
However, coffee is also deeply rooted in our daily lives. Visiting production sites directly and sharing their stories. Using events to help local people discover coffee's appeal. While “fast and cheap” still tends to take priority in Japan, I hope to gradually spread a culture of careful engagement, starting from Narita.
We will build a foundation where small-scale entrepreneurs with specialized skills and passion can thrive. We will create an environment that attracts the younger generation. I believe these cumulative efforts will carry Narita's unique character forward into the future.
ーFinally, please share a message for our readers.ー
When you hear “Narita,” many people might think of Naritasan or Narita Airport. But Naritasan has over 1,000 years of history, and this town has roots that run deep. Even I, as a local, feel there are still undiscovered charms here.
Tracing history can also be a way to grow fonder of Japan as a country. At the same time, new challenges are quietly emerging. The blend of old and new is what makes Narita such an interesting city.
Be sure to explore beyond your destination—stretch your legs, stroll through the town, and dig deeper. You're bound to make unexpected discoveries.
