The Story Behind 35 Coffee's Founding Vision
The central and southern parts of Okinawa are largely formed from uplifted coral reefs, home to approximately 200 confirmed species of coral. Due to rising sea temperatures caused by global warming, coral populations have declined rapidly over the past decade. Founder Munetsugu Oshiro witnessed these swift environmental changes firsthand and began asking himself: shouldn't he do something for his hometown? How could he ensure that future generations of children would still be able to see these beautiful seascapes?
In 1993, 35 COFFEE was officially established in Okinawa with the goal of promoting "longevity Okinawa tourism." The brand's philosophy is simple: "an everyday cup of coffee can help improve the ocean environment — born of coral, and given back to coral."
"Our greatest wish is for children, when they grow up, to still be able to see Okinawa's beautiful coral reefs." — 35 COFFEE
35 COFFEE booths can be spotted at many attractions across Okinawa
WHY? One of a Kind, Okinawa Only
What makes coral coffee special isn't the coffee itself — it's the story and origin behind it. The Japanese word for coral (サンゴ, sango) sounds similar to the number 35. Weathered coral is white before roasting and turns deep black after, which is why the brand's design palette is built around black and white. This color scheme also carries meaning: black reflects the gravity of coral bleaching caused by environmental damage, while white represents a pure and compassionate heart in response to it.
Furthermore, under Okinawa's fisheries laws, natural coral — even dead coral — is prohibited from being taken out of Okinawa. That's exactly why 35 COFFEE is a one-of-a-kind, Okinawa-exclusive product!
The Role Coral Plays in the Coffee
Every coffee bean is roasted using coral
35 COFFEE sources weathered coral from specialized companies operating under special government permits, then uses it in the roasting process. The coral isn't added directly to the coffee — instead, green coffee beans are placed inside a heat-powered roasting drum, while weathered coral is arranged on a baking tray outside the drum. The coral is heated to 200°C and slowly roasted, using conduction, convection, and radiant heat to bring the beans to a rich, dark roast. The resulting chemical reactions draw out the coffee's inherently full-bodied aroma.
Taken from Coral, Returned to Coral
"For every cup of coffee sold, 3.5% of the proceeds go toward coral planting initiatives." In partnership with other companies, 35 COFFEE has established a baby coral nursery, raising coral until the young polyps are ready to "graduate" and be successfully transplanted back into the ocean. The official website publishes twice-yearly reports on transplant numbers and conditions, along with regular photo updates of the growing coral and records of related activities. Monitoring has found that transplant survival rates are highest in April and October, and over 80% — approximately 2,000 coral colonies — have already successfully graduated!
In addition, the brand collaborates with local businesses on co-branded products, supports employment for people with disabilities, and partners with social welfare organizations for product packaging.
A business philosophy of taking from the coral and giving back to the coral
A Café Beneath Stalactites
This local Okinawan budget café chain offers not just coffee, but also other beverages and ice cream. Its most distinctive location is a stalactite cave café situated directly across from Gyokusendo Kingdom Village — and best of all, no admission ticket is required! Reports suggest that ancient human bones and stone tool artifacts were once discovered here. If you have a passion for history and archaeology, why not stop in for a rich, ocean-inspired cup of coffee and soak up the timeless atmosphere surrounded by ancient stalactites that took millennia to form?
Savoring coral coffee inside a remarkable stalactite cave is an unforgettable experience
If you ever get the chance to visit Okinawa, grab a cup of 35 COFFEE and support their coral conservation program!
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