
INCredible COFFEE
Established: Februrary 2020
Industry: Coffee Shop
Area: Koenji, Tokyo
Owner’s motto: An umbrella I don’t bother to use in light rain
Text & Photo: Atsuko Tanaka
Koenji, a neighborhood popular among both young people and international visitors, is lined with unique independent shops and eateries. This is where you’ll find INCredible COFFEE, a cozy stand loved by locals.
Owner Mr. Miura hails from Kurume City in Fukuoka Prefecture. He first discovered hip-hop as a middle schooler, influenced by artists like KREVA, RIP SLYME, Zeebra, SCARS, and ANARCHY, as well as movies such as 8 Mile and You Got Served. Among them, one lyric from rapper SEEDA deeply resonated with him: “Rushing through life at high speed is my own pace.” It taught him he didn’t need to follow others, he could move forward at his own rhythm. That thought became a turning point. After quitting baseball at the age of 24, he moved to Tokyo, and his life entered a new phase.
— What made you decide to move to Tokyo after quitting baseball?
Not because I had some big plan—I just had friends from university living there. They were comedians with Yoshimoto, a duo called Ofuro (Hayasaki and Inoue Steak). Since they were in Tokyo, I just kind of tagged along. My family ran a restaurant, so I thought, “Maybe I’ll try something in food.” I first worked at an Italian place in Ginza as a kitchen staff, but since cooking wasn’t really my thing, I switched to service after about six months. They had a coffee machine there, but no one to teach me. So while helping out at night, I also started working at Antico Caffè in Roppongi.
— How was it working at cafés?
It was insanely busy, but I wanted that kind of hands-on experience, just like when I played baseball. I worked there for about three years, learned a lot, and realized, “Coffee doesn’t really make much money.” That’s when I thought, “I’m more of a service guy.” After that, I joined a Brazilian restaurant where I was the only Japanese staff, which sounded exciting. I worked there as a service staff for four years and even became a manager, but in the end I quit after a big fight with the owner. I was 28 at the time, without the funds to open my own shop. So I started saving money by working at a truck manufacturing factory with good pay, while also doing shifts at a pizza shop. I was only sleeping about three hours a day—it felt like hell for about a year.
— That sounds really tough.
Yeah, it wasn’t something I wanted to do, so by the end I was literally screaming into my pillow out of frustration. But it was my own fault for not saving earlier, so I treated it as a one-year training period to build up funds. Once I had saved enough, I was torn between opening my own shop or moving to New York to work in service. Around then, Mr. Egi from Coffee AMP The Roaster in Shin-Koenji, where I was a regular, asked me if I’d like to run my own cafe. The realtor he introduced me to was also a really fun person. Thanks to those connections and a bit of blind confidence, I went ahead and opened the shop.
— You opened in February 2020, right when COVID hit.
Yes, I did a pre-opening event on February 22, just as news about COVID was spreading. But in the end, COVID actually boosted our sales. People in Koenji usually commute out for work, but because of remote work, many discovered us while out for walks. To this day, those early sales numbers remain unbeaten.
— What’s the concept of the shop?
I didn’t set a strict concept. If anything, I’d call it my living room. I live nearby, so the cafe is basically my living room. I just wanted a space to hang out with friends or future friends. Since I get bored easily, I only fixed the placement of the espresso machine and left everything else flexible. If it’s too rigid, I’d suffocate. I want the cafe to always reflect what I’m into at the moment, so I built only the framework and keep adding onto it freely.
— What are your most popular drinks?
Espresso tonic in the summer, and hot cafe lattes in the winter.
— Do you have any particular philosophy about coffee?
Just to serve good coffee. I’m not into giving long-winded explanations. It’s enough that we have our standards internally. In the end, it’s simply “good or bad.” Of course we care about beans and take pride in our espresso and lattes, but ultimately it’s the customer’s taste that matters. As a service person, my focus is on what the customer wants.
— You’ve opened several other locations as well. When did those start?
Shimbashi opened in October 2021. The real estate company that helped with Koenji has its headquarters there, and they invited me. Since I’d been thinking a business district would be great for the next location, it was perfect. It’s tiny, take-out only, but the busiest among our six stores. Then Ueno in May 2022, thanks to a building owner I met in Shimbashi. Though a bit far from the station, it seemed fun. Since it’s in a hotel, we also serve breakfast there. As for Shibuya, we opened three locations inside office buildings in May 2024.
— So every location has come through connections.
Exactly. I figure opportunities will keep coming like, “Hey, what about this spot?”. Personally, I’d love to open in Shibuya or Harajuku, Korea, and New York someday. Korea and Japan feel realistic, but New York is still a dream.
— Why Korea and New York?
Korea—just because I love K-dramas. Plus, I think our vibe would fit well there. As for New York, it’d simply be cool to make it happen—and of course, it’s the home of hip-hop. Honestly, I don’t overthink it. If I want to do something, I just go for it. Sure, I want money, but it’s not my top priority. What I really want is for people to say, “That’s amazing.” It’s recognition. I couldn’t become a pro baseball player, so now I feel I need results through my work to prove myself. Also, I’m actually really lonely by nature. I want to be around people, not alone. That’s probably another driving force.
— That’s surprising to hear. Could you share a memorable moment at the cafe?
What stands out most is how friends and staff naturally gathered around a place I started alone. When rapper Senninsho came, I was so happy I almost fainted. Yuna Yabe visited and featured us on YouTube. NF ZESSHO told me, “Your chocolate is fire.” I’ve gotten close with Nakano’s OLL KORRECT crew and up-and-coming STOICJPN. Illustrator OWLEF often does live painting here. Cool people just naturally come together here, and that’s the most striking thing for me. Having DJ LICK from FEL0’s join us was also a shock.
— The turntables at the counter are impressive. Drinking coffee while listening to live DJ mixes sounds amazing.
I want this to become something “normal”—enjoying coffee while listening to DJ mixes. When we started night service in June 2023, we tried livestreaming, but the streams kept getting cut off due to copyright issues. So we stopped filming and focused on parties for a while. Later that December, we relaunched on YouTube—this time recording and uploading instead of streaming live. Occasionally a video still gets flagged, but most of them stay up, so maybe the copyright holders just think, “If it’s them, it’s fine” lol. Through YouTube, I feel we’ve found a great format that really shows the essence of DJing—the skills, the track selection, and the mindset.
— How do you choose the DJs?
When I go to clubs and see someone dope, I just talk to them. Of course, I’d love to have legends like DJ Muro or DJ Koco, but more than that, I want to grow with the people I’m working with now. Like, wouldn’t it be cool if we all went to New York together and did something there? That’s the kind of lighthearted idea behind it. Honestly, I think DJs aren’t treated as well as they should be. I want more people to understand DJ culture, and for it to feel normal to hear DJs spinning everywhere. My role is to be behind the scenes, creating a space where DJs can casually perform and challenge each other. You don’t get better just playing at home—you need to face that tension in front of an audience. That’s what I want to provide.
— Love that. Could you recommend some spots around here?
Koenji isn’t a big town, but shops are close together and the community is lively. There’s the vintage shop SPOTMAN, Hyogo-style teppan izakaya Begohachi, the bar Ten Club, the newly opened toy shop PHIL, and over in Asagaya, the barber shop INASE PARLOR BARBER SHOP. Lots of unique places. Koenji itself is full of character, and my circle is surrounded by colorful people. I hope visitors grab a coffee, stroll around, and enjoy the atmosphere.
— And finally, a message for first-time visitors.
For me, “natural everyday life” means being with music. I want people to come here, listen to music, chat, work on their laptops, play with their kids, maybe even dance a little—just spend time freely. If INCredible COFFEE becomes a place where people can enjoy coffee and feel comfortable at their own pace, that makes me happy.
INCredible COFFEE
Address: 2-22-3 Koenji Kita, Suginami-ku, Tokyo
Closed on Monday
Website: https://stillsecret.theshop.jp/
Instagram: : @inccoffee2020