Food truck operated by Hamaya Coffee sells Minas Gerais product
Osaka, April 29 – Visitors to the Brazil Pavilion at Expo 2025 have been enjoying traditional Brazilian coffee as they exit the exhibition organized by ApexBrasil (Brazilian Trade and Investment Promotion Agency). The beverage is sold from a food truck located in front of the Brazilian space.
Brazil is the world’s largest producer and exporter of Arabica coffee. According to the Market Intelligence and Agribusiness Management departments at ApexBrasil, during the 2023/24 harvest, Brazil produced 39.5 million bags of Arabica coffee and 15.2 million bags of Conilon (Robusta) coffee, totaling 54.7 million bags. Of this, 42.8 million bags of green coffee, 1.9 million bags of soluble coffee, and 100 thousand bags of roasted coffee were exported. The main product exported is green Arabica coffee, both commercial and specialty. The highest value-added coffee Brazil exports is specialty green coffee, which can reach substantial prices on the global market.
In terms of value, Japan is the fifth largest destination for Brazilian coffee exports, with a growth of 28.9% between 2023 and 2024. The top destinations are the United States, followed by Germany, Belgium, and Italy.
ApexBrasil President Jorge Viana highlights that “it is a great pleasure to see so many Japanese people enjoying Brazilian coffee. This beverage has a strong connection to Japanese immigration in Brazil, as many Japanese immigrants worked on coffee plantations, contributing to the spread of coffee in the country.”
Food Truck
After enjoying the exhibition at the Brazil Pavilion, which consists of two buildings totaling 1,000 square meters, visitors can savor authentic Brazilian black coffee. The coffee is from Monte Alegre Farm in Minas Gerais, the leading coffee-producing state in Brazil. The food truck is operated by Hamaya Coffee, a company that celebrated its 100th anniversary in 2024. Based in Osaka, the company mainly operates in department stores.
According to Hamaya Coffee’s Deputy General Manager, Yosuke Kitano, the coffee served at the Brazil Pavilion is BSCA-certified and of high quality. “We also recommend trying the almond milk coffee, which is easy to drink and has a synergistic nutty flavor,” he said. The food truck also offers black coffee, café au lait, and almond milk coffee, both hot and iced.
Hamaya Coffee also offered a similar service at the 1970 Expo. “Hamaya Coffee brings the taste of traditional Brazilian coffee,” emphasized Kitano.
Production
When the Brazilian Specialty Coffee Association (BSCA) was founded in 1991 by 12 rural producers, Brazil produced around 120,000 bags of specialty coffee. Today, Brazil produces about 8 million bags of specialty coffee. This growth shows how the country has managed to add value to its product through improved cultivation practices, post-harvest techniques, bean selection, and storage.
Opening Hours
The food truck operates from 9 a.m. to 9 p.m. The menu includes coffee and açaí smoothies.
