"So Everyone Else Was Struggling Too" - The Reality of Making the Change

We spoke with Emimaru Kinubari, the owner of KINUBARI COFFEE ROASTERS, about the response to his decision.

――What was the reaction to your post on note?

I wrote the article simply to announce the change in business hours, so I was surprised that so many people read it and gave me comments and reactions.

I had always wondered how other people who were running a business or a shop while raising children managed to do both. I thought, why can't I do it well?

But seeing the response to the article, I realized, "So everyone else was struggling too." It was a bit of a relief, and it made me feel that it's okay to struggle as I go.

何度も悩み、ぶち当たること。
活動してる時間も大事だけど
子どもや家族との時間も大事。
決断に拍手。こうやってきちんと想いを伝えることで、きっとサポーターも増えるはず。
まちの大切な場所は、みんなであたためていく構図になってくといいなーなんて。理想です。 https://t.co/xZo70fqGfy

— Manami Sasaki マ•シマシマ (@conyum_imei) May 31, 2023

――What changes have you seen since shortening your hours?

First, in terms of business, the shop's sales have definitely gone down. I expected this, but it's still unsettling to see sales drop.

However, the shorter hours have given me time to prepare bagels, which we used to sell irregularly. Now we can sell them every day. I also have more time for the coffee wholesale and e-commerce side of the business, so I think sales will gradually recover.

As for changes in my life, to be honest, I haven't felt a huge difference yet. I still find myself working at the shop after closing. But I do think I'm spending more time at home than before. In particular, opening an hour later has given me more breathing room in the mornings.

It's only been a month since we shortened our hours, so honestly, I feel like I'm not using the extra time effectively yet. I'll continue to experiment and figure out how to make the most of this new time, both for the shop and for my family.

――Thank you, Mr. Kinubari. Do you have a final message for our readers?

Kamikawa Town, where KINUBARI COFFEE ROASTERS is located, has seen a lot of new shops opening in recent years, and it's becoming a town to watch in Hokkaido! Please come and visit Kamikawa for your summer outing! Also, be sure to check out KAMIKAWA TRIP for the latest tourist information on the town!

In Closing

In his note article, Mr. Kinubari says, "Good work is built on a good life." The beans he roasts, the coffee he brews, and the space he runs—all while cherishing his family's happiness—may just be sharing a piece of that happiness with everyone around him.