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TYPICA CEO Masashi Goto Featured on NHK World Japan’s “Direct Talk”
TYPICA CEO Masashi Goto appeared on Direct Talk, broadcast by NHK World Japan on March 26, 2025.
Direct Talk is an NHK World Japan interview program spotlighting innovative business leaders and thinkers making an impact on society. This episode focused on TYPICA’s initiatives aimed at shaping the future of the coffee industry and Goto’s perspectives.
The interview addressed the future of the coffee industry amid challenges like climate change, and introduced how TYPICA’s online platform enables coffee producers and buyers to connect directly, creating stable trading relationships independent of external factors and generating new kinds of value beyond just price and quality.
During the program, Goto shared the following:
“We want to build a platform where producers can sell what they grow, be fairly evaluated, and continue their businesses. That very simple goal is something we want to make a reality through our platform. Also, most people haven’t had the chance to think about where the coffee they drink comes from, who makes it, and under what conditions. We believe that by enabling people to enjoy coffee with that awareness, we can create a new distribution model that enriches lives and brings happiness around the world. That is our important mission.”
TYPICA will continue contributing to the sustainable development of the coffee industry by building a new distribution model that connects coffee producers and consumers.
The Direct Talk episode can be viewed at the following link: