The Noda family moved to Okayama from Kyoto 21 years ago and established the studio Gen. Ten years ago, they bought and remodeled an old house in Katsuyama which they turned into a coffee shop. During the remodeling, they found a tea box which was used by their ancestors in Kyoto, who made fushimi ningyo (local folk-art dolls) at a shop called Yama-Ume. Their noren's design expresses yama-ume (mountain-plum trees) by placing the mountains of Katsuyama inside the shape of a plum blossom. They take great care when selecting coffee beans and offer a fresh, original blend to their customers.