There is a concept in Japan known as Ikigai that in our language we could translate as „raison d’etre“. This word of magic connotations for the Japanese is used to refer to that vital motivation that makes us enjoy what we do because, as they say, we were born for it. According to this philosophy, the difficult thing in life is to find a purpose to get up every day to feel useful, but once found, everything we do around this goal will be a pleasure.
The “La Casa del Tabaco” was born as part of the Ikigai of its founder, Ramon Zapata, who has dedicated his life to spread his passion for premium cigars. To culminate his dream, on 25 November 2017, the company opened its “La Academia del Tabaco” right above its headquarters building near Valencia. The “Academia” is a beautifully appointed space dedicated as a gathering place for cigar enthusiasts worldwide where learning about tobacco becomes a social event and where manufacturers, distributors, retailers and consumers can gather all under one roof for an experience in premium cigars enjoyment.
The “Academia” offers, free of charge, a well-appointed humidor, fully stocked bar, conference facilities and a cozy social area for the enjoyment of its guests as well as to promote learning and enjoyment of premium cigars at all levels. The opening ceremony was attended by over one hundred people among friends, workers, employees, customers and suppliers and which generated an atmosphere of fraternity, happiness and lots of thick, blue smoke.
Ramon emphasizes: “Our Academia is open to manufacturers, distributors and retailers worldwide as well as to the general public. We do our own events but are also open to hosting third party events geared towards promoting premium cigars; we provide the setting, you bring your team, clients and friends, everyone is welcome here.”