News

2024/11/03

TYPICA Welcomes Tatsuya Kasai as New President to Foster a Celebratory Coffee Trade Culture

As of November 3, 2024, TYPICA Holdings is pleased to announce Tatsuya Kasai as its new President. Dedicated to enhancing the sustainability of high-quality coffee, Kasai joins TYPICA with a remarkable breadth of experience, including launching new business ventures at Felissimo, Japan’s pioneering subscription service, facilitating business tie-ups, and serving as President for several e-commerce and logistics subsidiaries. With a strong commitment to social causes, Kasai has also led initiatives to promote organic cotton and support education through his role at the PEACE BY PEACE COTTON FOUNDATION. Under Kasai’s leadership, TYPICA will continue to build a collaborative and celebratory coffee trade culture that aligns with its mission for a sustainable future.


Founded in 2019, TYPICA is a global venture dedicated to reshaping the coffee industry through the creation of a “New International Coffee Market.” Now established in Japan, South Korea, Taiwan, the Netherlands, and the United States, TYPICA connects nearly 110,000 coffee producers and roasters across 84 countries through its direct trade platform.
By facilitating these direct connections, TYPICA supports fair, market-independent pricing and is committed to strengthening the coffee industry’s sustainability. Recent platform updates introduced in August 2024 brought new features designed to advance coffee trading and sustainability further. TYPICA has also expanded efforts to address social challenges in coffee, such as poverty and human rights issues. Moving forward, TYPICA will broaden these initiatives to maximize social impact and cultivate a celebratory coffee trade culture.

■ Background of Kasai’s Appointment
Kasai has held numerous key leadership roles, including as Executive Officer at Felissimo, President of an e-commerce subsidiary, and Co-President of a logistics joint venture with Japan’s leading Seino Group. He has also spearheaded social initiatives, notably through his work at the PEACE BY PEACE COTTON FOUNDATION to promote sustainable cotton production and educational support for farmers’ children.
Since joining TYPICA in June 2024, Kasai has been integral to optimizing TYPICA’s logistics operations and has developed strong ties with the executive team. TYPICA is confident that Kasai’s leadership and strategic insight will further strengthen the company’s management structure and drive its mission forward.
With Kasai joining CEO Masashi Goto, CQO Ayane Yamada, and CFO Shintaro Asako, TYPICA is well-positioned for continued growth and increased corporate value.

■ New Management Team
Our new management team is as below:

Chief Executive Officer: Masashi Goto
Chief Quality Officer: Ayane Yamada
Chief Financial Officer: Shintaro Asako
Director and President: Tatsuya Kasai (Newly appointed)

■ About Tatsuya Kasai
Kasai graduated from Osaka University and began his career at Felissimo in 1999. As Executive Officer, he led key projects such as cross-border e-commerce initiatives with West Japan Railway Company, e-commerce logistics with LINE, and a logistics joint venture with Seino Group. His expertise spans planning, import/export, warehousing, delivery, and customer support. Since joining TYPICA, Kasai has focused on logistics innovation and enhancing overall operations.

■ Message from Tatsuya Kasai

I am honored to join TYPICA as Director and President and to be part of advancing its vision alongside Masashi Goto, my long-time peer, with whom I’ve had the privilege of learning under the same mentor. It brings me great joy to take part in a mission that carries forward our shared values from Japan to the world. Together with everyone who has supported TYPICA along the way, I am committed to doing my part to help bring TYPICA’s ambitious vision to life. 

I look forward to cultivating a culture of celebration around the coffee harvest, where producers, roasters, and coffee lovers worldwide come together in appreciation. Through TYPICA’s work, I hope we can reexamine the history and meaning of trade as it’s been shaped over centuries and consider how a private company can redefine the very nature of economic activity within the marketplace. By democratizing direct trade, we aim to rethink the structure of the supply chain – from large-scale distribution to intimate producer connections. My hope is that TYPICA can become a symbolic force that positively influences the future structure of global commodities markets and the agricultural industry as a whole.

■ Message from Masashi Goto

It is with heartfelt pride and gratitude that I welcome Mr. Kasai as TYPICA’s new Director and President. His vast knowledge in e-commerce and his hands-on experience in managing social impact ventures, along with his deep commitment to unlocking human potential, will be a continuous and foundational force driving TYPICA’s growth. I am confident that this shared dedication will profoundly support TYPICA’s progress.
Having learned together under the same mentor, Mr. Kasai and I share a management philosophy that we both hold close to heart. By realizing this vision, we hope to foster a global community of leaders committed to serving the public good, particularly within the coffee industry. I am optimistic that this alignment will nurture TYPICA’s vision and open doors to new growth opportunities.

Mr. Kasai’s appointment on November 3 falls on Culture Day, a Japanese holiday dear to our mentor. With a shared dedication to this path that our mentor pursued throughout his life, we are committed to carrying forward TYPICA’s mission with renewed sincerity and collaboration each day.

A Narrative interview with Tatsuya Kasai is available on our website. 
“Everyone Is the CEO of Their Own Life: Striving for Liberation of Our True Nature”
https://typica.coffee/en/tatsuya-kasai/

With this new leadership team, TYPICA will continue to expand its business, strengthen its organization, and stay dedicated to its vision of a more sustainable coffee industry. Together, we remain committed to this mission with unwavering resolve.