Park Young-Hak, CEO of Kapkawa, hails from Suwon, Gyeonggi Province. He graduated from Korea Baptist Theological University and until 2018 he lived the life of a pastor, founding a church in Korea. Afterward, he left Korea to participate in poverty alleviation and regional development activities in underdeveloped countries in Latin America, Southeast Asia, and Africa. In 2007, he founded an international NGO in Korea and has continued his work in supporting education in underdeveloped countries and poverty alleviation efforts. - Ed.

 

 

Q1. How did you start the coffee business? It doesn't seem like it was something you planned from the beginning.

A1. While working with various volunteers to support marginalized groups at home and abroad, I met a friend named Elias from Kenya, who was studying in Korea. In 2013, we went to Dumido, a small island, for a senior citizen home volunteer project. Tragically, Elias had an accident and passed away in my arms. I took him back to Kenya so that he could be laid to rest with his family. This event led me to work on solving the poverty issues in his hometown through its local specialty, coffee, and that's how I started the coffee business. In fact, my initial interest in coffee was sparked during my work in Mexico, where I noticed coffee being grown by Korean descendants. I began studying fair trade coffee and conceptualized a business to improve income generation. This experience and knowledge gave me the opportunity to begin a coffee business in Kenya.

 

 

 

Q2. What does “Kapkawa” mean, and why did you choose it as the company name?

A2. Kapkawa is the name of a small village in Kenya, near Elias' hometown. In Tugen, which is a dialect of Swahili, "kap" means hometown, and "kawa" means coffee. So Kapkawa means “hometown of coffee.” I chose this name for the company to remember Elias and keep alive the story of where my coffee journey began. My business has a warm story behind it, and I am working to make coffee that brings happiness to both producers and consumers.

 

Q3. I know there are many coffee brands, each with distinct flavors. Could you tell me about unique flavors or characteristics of some typical coffee brands?

A3. Coffee comes with a wide range of flavors and aromas, and these factors are key in determining its price. Acidity, sweetness, body (the texture or weight of coffee), and aroma are essential for coffee lovers to know. Like wine, coffee is heavily influenced by the terroir of the region where it is grown. For example, lemony acidity is common in lower-priced coffees, while orange acidity tends to be found in higher-priced ones. Coffees with the sweetness of brown sugar, molasses or Korean yeot, or honey are better than those with regular sugar sweetness. Ethiopian coffees, grown near flower fields, often have excellent floral aromas and honeyed sweetness. One of the joys of coffee is imagining the region where it grew while drinking it.

 

 

 

Q4. You frequently travel to Africa for business. What kind of work do you do there?

A4. Before the pandemic, I spent about 60% of the year in Africa and other developing countries. My primary work involves Official Development Assistance (ODA) projects aimed at poverty alleviation through the Korea International Cooperation Agency (KOICA). I also work with Non-Governmental Organizations (NGOs) on projects focused on helping marginalized youth and people with disabilities. While staying there, I engage in various activities to increase income of the poor, Mostly, I conduct coffee-related tasks, including coffee analysis, market research, and meetings with stakeholders in the value chain.

 

Q5. You seem to be involved in many valuable activities and organizations beyond the coffee business, such as the Korean Disabled Education and Culture Association, People & Plus, Platform Mission Association, Kapkawa, and the Direct Trade Fair Trade Association. Could you introduce them to me? 

A5. As you know, many global challenges exist, and poverty is one of the most pressing crises humanity faces. Solving such issues requires cooperation between experts and organizations in various fields. For instance, the Korean Disabled Education and Culture Association focuses on self-reliance for people with disabilities, People & Plus is an NGO specializing in regional development, and the Direct Trade & Fair Trade Association works on building healthy value chains. Kapkawa, of course, focuses on the coffee business.

 

Q6. I heard you recently started activities related to a research institute for sustainable self-reliance. Could you tell me more about this?

A6 Since 2017, Kapkawa has worked to improve the self-reliance and capacity of underprivileged youth in Tanzania, focusing on building and operating technical schools. However, managing these projects and collaborating with stakeholders has been challenging. Therefore, we started a research institute project in Moshi, Tanzania, to address these issues more effectively. This institute focuses on distributing quality seeds, providing cultivation techniques, enhancing processing skills, and improving farmers' coffee expertise. We hope the institute will become a hub for cooperation and research, contributing to regional development in Africa and beyond.

 

Q7. Could you share any memorable experiences, whether joyful or challenging, from your work with Kapkawa?

A7. In 2024, during my visit to a small coffee farm in Kenya, I saw young children running around with bright smiles. However, as we know, coffee is one of the agricultural products that requires heavy use of pesticides. So, together with Professor Kim Doo-hwan from Konkuk University, we pondered how wonderful it would be if we could cultivate coffee using natural science-based farming methods that promote health. We took on the challenge of growing healthy coffee. To provide consumers with coffee that brings both happiness and health, it's crucial that the farmers and their families also enjoy good health and happiness. That’s why we are spreading natural science-based agricultural methods for coffee in Africa. We are currently selling this coffee in Korea as well.

 

 

Q8. What are your future plans for Kapkawa and your other ongoing projects?

A8. Kapkawa is working to develop a coffee culture where both producers and consumers can enjoy healthy coffee in happiness. I will run coffee culture classes, fair trade classes, and a coffee research institute for local residents. These initiatives aim to spread accurate information and genuine knowledge about coffee, fostering mutual understanding and happiness through coffee. I plan to continue traveling to coffee-producing regions and conducting regular educational programs, while also dreaming of even bigger and more meaningful ventures with many more people.

 

Q9. Many Koreans’ perceptions of Africa seem to be changing. Could you share your thoughts on this shift?

A9. Africa is an unfamiliar place for many of us. It’s a continent we don’t know well. Every region, whether in Europe, Asia, or Latin America, has its own history, culture, and different ways of life. We need to learn to distinguish what is different from what is wrong and show respect and understanding for the differences. Africa still has vast, untouched natural beauty, and although it may be challenging for travelers, I believe it is important to understand and approach various and different things, like two sides of a coin. Africa is beautiful and full of wonder.

 

Q10. Barista training is popular among young people in Korea. Could you explain other career paths related to coffee that youth might consider?

A10. Coffee is a fascinating field, and it has become very popular among young people. The beautiful work environment, delicious coffee, great music, and lovely interior design attract many to the profession. However, being a barista is tough, and most baristas are in their twenties. It’s not easy to find baristas in their thirties because competition is fierce due to the ease of becoming one. However, the world of coffee is vast. Unfortunately, there aren't many coffee experts, and the field itself lacks diversity in Korea. In fact, there are various types of experts, such as country-specific coffee specialists, origin experts, coffee cuppers, language and coffee culture specialists, and coffee interior designers. The coffee industry is interconnected with around 2,800 different sectors, and so it requires as many experts as there are sectors. To be precise, baristas are just one of the many sectors within the coffee industry.  

 

Although these areas might be quite unfamiliar in Korea, they are likely to gain significant attention in the future. The job field related to coffee is vast, and the market is global. Instead of focusing only on the narrow view from where we are now, we should think more broadly. By reading extensively and opening our minds to various regions and people, we might discover more opportunities in the coffee field.

 

Don’t just engage in what everyone else is doing. If you do, you’ll only face more competition and end up being ranked among others. Instead, focus on increasing your value so others can’t easily measure your worth. The key point for those dreaming of a career in coffee is not to settle for ordinary work. It’s about dedicating yourself to your craft and producing results that people will highly value.

 

Q11. Lastly, do you have any advice for our young readers?

A11.  In the book The Little Prince, there’s a saying: "What makes the desert beautiful is that somewhere it hides a well." If you can be an oasis in this world, it will truly make life more enjoyable. But to do that, even in these times of thirst, you must be able to create results that are like cool water — ever-flowing and abundant. So, I hope you dream and take on challenges, doing something you're good at and enjoy, something that can help others and bring you happiness. But remember, lazy people can’t do this kind of work. Look at a spring; it gushes day and night.

 

  I hope you never underestimate your worth in these endeavors. They say no raindrop is ever the same, and no dewdrop reflects the same light. If you can unleash the incredible value and influence hidden within you, not only will you be happy, but everyone around you will be happy, too. I encourage you to take on challenges, never stop, enjoy each moment of your life, and remember that as much as you find happiness, so will the people around you.