Staying Long Enough to Get It Right.

A journal on time, work, and culture. The Founding Era of Kaizen Coffee.

When people look at a brand, they see the surface.
The logo.
The product.
The feed.

They don’t see time.
They don’t see the years where nothing worked cleanly.
The quiet failures.
The money spent on learning.
The moments where quitting made sense.

But time is the real ingredient.

You can fix design.
You can fix positioning.
You can fix mistakes.

What you cannot fix is leaving too early.

The real market isn’t demand or competition.
It’s time itself.

You don’t enter it.
You grow into it.

If you stay long enough, time shows you things strategy never can.
Who you’re really serving.
What you’re actually good at delivering.
What should never exist under your name.

That clarity only comes with time.

There are different ways brands are built.
Some are shaped by planning. Research, structure, learning from what already works, and having a clear idea of what to enter.
Others are shaped by time. Growing through creating, doing, adjusting, and learning along the way.

Both paths work.
Both are tested.
But trust is built through consistency and time, not communication alone.

Kaizen Coffee was never built from a perfect plan.
It was built because I stayed.

That shaped how I lead.

Not louder decisions.
Clearer ones.

I learned to choose what to fix, what to protect, and what to let go.

Leadership stopped being about growth targets.
It became about responsibility.

Responsibility for quality.
Responsibility for trust.
Responsibility for what this work adds to people’s lives.

That sense of responsibility is what I want to see in the next generation of Ready To Drink coffee.

RTD isn’t a pivot for us.
It’s the next stage we’re choosing to grow into.

It fits how we work.
Creating.
Testing.
Improving.

The RTD category hasn’t changed much for a long time.
To do it differently, you need two things.
A brand people trust.
And the willingness to experiment.

That combination isn’t common.
But it’s how we’ve always worked.

This isn’t coming from theory or a storyboard.
It’s backed by a real place.
A decade-long community and a café people trust.
Customers who see the founder in the shop every day.
And years of real research behind the product.

RTD doesn’t change the business.
It extends what already exists.
The standards.
The discipline.
The habit of improving.

Vertical integration shouldn’t just be about control.
It should be about having the space to create. A the freedom to choose better.
To build something self-sustaining.
And meaningful over time.

We’re getting closer to a small pre-launch in Q1 2026.
Not a full release.

I think of it as a Vision Batch.
A Founder Batch.

A way to see what holds together.
And to let people be part of the journey, as a new day one.

Time, market, culture, and cycles don’t always move in sync.
Poor performance doesn’t always mean failure.
Sometimes it just means the timing isn’t right yet.

Markets reward what fits the moment.
They often ignore what arrives early.

A business can be healthy and still look slow.
A brand can be right and still struggle.

For many, Kaizen Coffee is still a café and a brunch place.
For others, the work has offered inspiration and helped shape parts of today’s Thai coffee industry.

And over time, through familiarity, lived experience, and the proof of staying,
Kaizen Coffee is becoming a brand.

So I’ll keep sharing the work.
Slowly, piece by piece.
Introducing a new idea, and building the culture around it.

Letting time do what it does best.

I will be here for the long term.