About "Bom dia"

Bom dia! 

Bom dia (bon jee-ah) means "good morning" in Portuguese. João is from Minas Gerais, Brazil, the world's largest coffee-producing region. Since childhood, he has been enveloped by the aroma of freshly brewed coffee, growing up amidst warm family gatherings and meals with friends.

The gap from "authentic Brazil"

After moving to Japan, João realized that the deliciously authentic coffee cherished in his homeland was largely unknown in Japan. Driven by the desire to share with everyone in Japan the experience of deep, rich flavors of Minas, he partnered directly with local farmers and launched Bom dia.

Love and care nurtured in each and every bean

Bom dia carefully selects only the highest quality specialty coffees, meticulously cultivated bean-by-bean by farmers—a quality that cannot be achieved through large-scale production. The climate of the region, skilled roasting techniques, and above all, the passion of the producers delivers a delicious cup. Brazilian coffee, where all of these elements converge, is the very essence of Bom dia.

”The best cups from Brazil”

A genuine taste, unavailable in Japan, filled with the love of farmers and João's passion. Experience a cup of authentic Brazilian coffee, brimming with flavors and aromas of the terroir of Minas Gerais.

Obrigado!

João

I grew up in the city of Belo Horizonte, nestled amidst the mountains and valleys of Minas Gerais, Brazil. Since I was a kid, I was surrounded by the aroma of coffee freshly roasted and brewed locally always on the table during meals with family and friends.

In the mountainous region of "Sul de Minas," located not far from my hometown, in the southern part of the state, top-tier coffee farms have thrived and passed down generations since the country's founding in 1822. Coffee is Brazilian culture itself. In every household in Minas Gerais, the day always begins with the aroma of freshly brewed coffee.

Starting with a morning cup, followed by "cafezinho" (a small coffee) after lunch, and an evening coffee time. For Brazilians, coffee is an ordinary part of daily life. The Portuguese word for breakfast, "café da manhã," literally translates to "morning coffee." In my home, whether it was relatives, neighbors, guests, or even a repairman, the first words out of my mouth were always, "Would you like some coffee?"

Offering the best cup of coffee is a source of family pride and a etiquette of the people of Minas. Good coffee is just good manners. A warm smile and a hot cup of coffee are the best "welcome." When returning home from school, or visiting friends and family, the rich aroma of coffee that filled the air upon opening the door always enveloped me warmly, making me feel at home wherever I was.

My roots were always surrounded by coffee, and I grew up in such a culture. The authentic taste is not just a combination of ingredients, it comes from the love and care poured into each cup, and the gentle feeling like a "warm hug."

Through Bom dia, I would be delighted to share with everyone in Japan the experience of enjoying Brazilian coffee culture the authentic way, the way I love so dearly.