The Story
Fuglen has been serving specialty coffee in Oslo since 1963 and opened our first coffee and cocktail bar in Tokyo in 2012. Two years later, we founded our own coffee roastery based on direct trade principles, now located in Tokyo and Oslo, with worldwide distribution. The brand’s name holds deep significance: “Fuglen” means bird in Norwegian. The bird in our logo is the tern, a migratory bird found in Oslo harbor that flies the longest distance in the world. This symbolism reflects the company’s philosophy of global exploration and cultural exchange.
Einar Kleppe Holthe bought what was formerly Kaffefuglen and founded Fuglen in 2008, before going on to open the company’s first Tokyo-based store in 2012 , establishing the brand as a bridge between Nordic and Japanese coffee cultures. Supplying a steady stream of coffee shipments from Oslo to Tokyo was something of a logistical nightmare, but at the same time, Japanese people really appreciate good coffee, and in general appreciation for coffee as a product is on the rise. This challenge led to the 2014 establishment of their Tokyo roastery, making them one of the first international roasters to localize production in Japan.
Today, Fuglen operates 10 bars and two roasteries — one in Gamlebyen, Oslo (shipping to Europe and North America), and one in Noborito, Tokyo (shipping to Asia) , with recent expansions to Jakarta, Indonesia, and Seoul, South Korea – proving that there is high demand for the Norwegian approach to specialty coffee.
Sourcing & Relationships
Fuglen founded their own coffee roastery based on direct trade principles , prioritizing transparency and sustainable pricing above market minimums. We believe that producers are the key to being able to produce high-quality coffee. We aim to honour them by paying sustainable prices and building relationships based on transparency and a great love for coffee. This philosophy extends beyond financial transactions to building genuine partnerships with farming communities.
The roastery’s sourcing strategy combines direct relationships with trusted importing partners. We work closely with importers that we know very well. We join them on trips and see how they work with exporters, co-ops, and producers in origin. We demand full transparency from them so that we can give that to our customers as well. Notably, they work closely with Nordic Approach, a boutique green importing company based in Oslo and helmed by Tim Wendelboe and Morten Wennersgaard , which specializes in high-quality, traceable coffee sourcing.
In December 2015, FUGLEN COFFEE ROASTERS first visited a farm in Kenya. So far, in addition to Kenya, I have traveled to Ethiopia, Colombia, El Salvador, Costa Rica, and Honduras. I also began to imagine that, for example, by doing direct trade with some farms, I would be able to understand coffee from a broader perspective. This commitment to origin visits and relationship building has enabled them to secure exceptional coffees while supporting farming communities through fair pricing and technical collaboration.
Roasting Philosophy
Our coffee is lightly roasted, the Nordic way. It’s a process that enhances the unique flavour characteristics of the coffee, allowing them to shine without being masked by flavours from the roasting process. Light roasts present acidity and a light, silky body, and you can expect to taste flavours like honey, fruits and flowers. This Nordic approach represents a fundamental shift from traditional roasting, prioritizing origin character over roast development.
The technical execution combines tradition with precision. The rest of the interior is made up of a few tables, some shelving, a La Marzocco espresso machine, heaped bags of green beans, and a fully refurnished, vintage Probat roasting machine from 1948.
Each batch is roasted on a vintage German Probat roaster from 1956, true to tradition but with a modern twist. They follow a light Nordic roasting style that emphasizes the unique characteristics of each region without adding unnatural roasted notes to the coffee.
From bean to cup, we always hunt for a unique tasting experience and a roast profile that best represents the coffee and its region. This terroir-driven approach treats coffee as an agricultural product with distinct seasonal characteristics, similar to wine. Clean, transparent, sweet, and as clear taste profile as possible. We’re looking for a variation in taste profiles showcasing the different origins and the variations within. The result is coffee that tastes distinctly of its place of origin rather than the roasting process itself.
What to Try
Fuglen’s current offerings showcase their commitment to seasonal, high-quality single origins. Hermides Meneses / Colombia Flavor Profile: Pink grapefruit, Lychee, Floral, Almond. Fruity notes of pink grapefruit and lychee with floral aromas and a sweet almond finish. Jose Rivera / Peru Flavor Profile: Apple, White grape, Apricot, Honey. Fruity notes of apple, white grape, and apricot with a sweet honey-like finish. These profiles exemplify the bright, fruit-forward characteristics that define Nordic-style roasting.
We roast coffee beans every Wednesday and only send you fresh coffee beans within a week of roasting. If we are sold out, you will have to wait a little longer for the next roasting. This commitment to freshness ensures optimal flavor development and reflects their small-batch approach. The roastery maintains a constantly cycling seasonal menu of quality coffees , allowing customers to experience the diversity of coffee origins throughout the year.
For those new to Nordic-style coffee, expect light-roasted beans. If you’re used to dark, intense espresso shots, Fuglen’s coffee might taste a little different. The coffee I had was fruitier, more tea-like, with a clean finish. This style represents a departure from traditional coffee expectations but offers unprecedented clarity of origin character and seasonal variation that makes each cup a unique expression of its terroir.