Deuce & Subterra— Loved, Heard, Appreciated
Anybody can have a crazy idea not everybody can drive it into existence. Deuce Griggs, the Chicago native, is proving he’s cut from a different cloth — the rare kind. The type of person who doesn't just sit on dreams, he moves on em’. Drink by drink, connection by connection, he's been quietly building something real while somehow still finding the time to pour into the people around him, reminding them to stay true to their own path while he's out here walking his. If there's one thing consistent about Deuce, it’s that he’s truly always being himself — fully, unapologetically. And to be honest that tracks, because even the way Subterra came to life feels authentically him. It wasn't some super crazy calculated move — it started over ( spoiler) a game of Magic at a holiday gathering with friends. Just good vibes, and the right conversation at the right time. And like all good ideas that are meant to come to life, it didn't stay an idea for long.
If you've never been to Dotonbori — and I'll be experiencing it for the first time myself soon — just know the area has a vibe that hits you the moment you arrive. Neon lights reflecting off the canal, the streets alive at all hours, energy is very live. And right there, beneath all of that, is Subterra — an underground cocktail bar nestled in the folds of Osaka that's quietly becoming something much bigger than its basement walls suggest. It's proof of what can happen when someone fully commits to their vision. I first came across Deuce in early 2025 through Instagram, and honestly it didn't take long to realize this wasn't your average bar owner. Between the "#Accountability" gym posts, the behind the bar moments, the selfies and pictures he would post of him and his homies, team updates, and the refreshingly honest conversations he would share about the real struggles of running a bar — a picture formed fast. Here was someone building with intention, showing up with discipline, and doing it all with a warmth and charisma that made you root for him through a screen. I remember thinking this is someone with a real story to tell. So I reached out. We set up a call, skipped the small talk, and got straight into it.
What stood out to me immediately wasn’t just what he had built — it was the way he thought. We talked about leadership, failure, doubt, what it’s like being an African American business owner in Osaka. Community, hospitality and the mental weight that comes with trying to create a life on your own terms. The uncertainty that follows entrepreneurship no matter how far you’ve come, and the challenge of finding clarity inside that chaos.
Somewhere in the middle of the conversation, the deeper picture started revealing itself — through his habits, mindset, the way he carries himself, the way he approaches life. The way a One Piece enthusiast and Magic card slinger makes ambition look grounded and easy.
Deuce carries a quiet certainty about him. Not loud. Not flashy. Just locked in — like Monkey D. Luffy chasing a future he already believes in. Like the vision already exists somewhere ahead of him and he's simply doing the work to meet it there. And if you need any more proof of the kind of mind we're dealing with — he's got a TED Talk from years back, straight jewels, start to finish. That's Deuce. Co-founder. Bartender. Builder. Though even those titles feel incomplete.
Before we could really talk about Subterra — what it is, why it matters, and how it came to life — we had to go back to the beginning. Back to the version of Deuce that existed before the vision had a name.
Because real founders rarely start with a blueprint.
Usually it starts with a feeling. A hunger. Sometimes even a breaking point.
And I wanted to know where that feeling came from.
This is the first episode of The Trailblazer Series.
G: Before we dive into Subterra, I’m curious — where were you before this journey? Mentally, financially, creatively… what did that version of yourself look like?
Deuce:
Before starting the bar? Yeah, there’s a little bit of a lead-up to that point.
I’ve been living in Japan as a working professional since 2014. Like a lot of people who first move here, I started as an English teacher. From there, I moved into property management and real estate, then eventually into a wide range of jobs — media production, digital marketing, things like that.
So before Subterra, I already had a pretty well-rounded experience living and working in Japan. But then COVID happened, and like it did for a lot of people, it completely shifted my world.
At the time, I was working remotely for Ashinaga, a nonprofit organization. Unfortunately, they had to let me go. Nonprofits don’t exactly have endless resources, especially during a time like that, so I understood.
That period forced me to really sit down and evaluate what actually mattered to me — mentally, spiritually, financially. I started asking myself what kind of life I wanted to build and what kind of impact I wanted to have on people.
And one thing kept coming back to me: I genuinely love creating spaces where people feel loved, heard, and appreciated.
At the same time, I love nightlife. I love good drinks. I love gathering with people. So eventually I thought, why not create a space that combines all of those things?
That idea became the foundation for Subterra.
I met my main investor, Josh, during Christmas in 2022. The whole thing felt very happenstantial, but we built trust with each other pretty quickly. We met in December 2022, had a business plan together shortly after, secured funding in March 2023, and opened the space by August 2023.
So the timeline moved fast. Really fast.
But mentally, from the very beginning, the vision was always clear to me: create a space where people feel loved, heard, and appreciated — and build something that felt authentically like me.
For sure, that’s what’s up, man. Okay, let’s go far back. When did you first feel the urge to leave America? What was that like? Was it opportunity, curiosity, or something deeper? When did you first get that feeling like, “Alright… it’s time to leave”?
Deuce:
It wasn’t necessarily something pulling me away from America or even pushing me toward Japan specifically.
The first time I came to Japan was in 2011 as a volunteer, and honestly, that experience completely opened my mind to different possibilities. Up until that point, I had never even left America. I had traveled to a few different states, but for the most part, my life was confined to the Midwest.
Coming to Japan changed that.
I was doing volunteer work with children who had been displaced, teaching English and witnessing how the country was coping in the aftermath of Fukushima Daiichi nuclear disaster. Seeing that firsthand really inspired me to learn more about the country and the people here.
Everything felt so different from what I knew, but at the same time, it was incredibly welcoming.
So I came back again. I studied more seriously, started learning the language, and developed a deeper understanding of the culture. Over time, it just started making more sense for me to be in Japan rather than America.
Originally, though, I thought I was going to be a politician.
A politician?
Deuce:
Yeah. But it didn’t happen — and honestly, I’m glad it didn’t.
There’s a lot going on in the political world right now, man.
Deuce:
For sure. I look at politics these days like ice cream. You got vanilla, you got strawberry… but at the end of the day, it’s still all ice cream — and I’m lactose intolerant. I can’t stomach this shit.
[Laughs]
That’s hilarious but real. That’s actually a perfect way to put it. So when you were moving to Japan, was the transition smooth? Did you deal with adversity or chaos along the way? What were some of the unseen struggles behind the move?
Deuce:
Honestly, getting to Japan was probably harder than actually settling into life there.
I joined a program called the Japan Exchange and Teaching Programme, and they really set people up for success. But it’s also a difficult program to get into. The first time I applied, I didn’t make it.
At that point, I kind of gave up on the dream for a while. But one of my brothers-in-arms pushed me to apply again, and I’m really glad he did.
Because honestly, if he hadn’t, we probably wouldn’t even be having this conversation right now.
Yeah man, that’s really incredible.
Deuce:
Yeah. As far as actually getting into Japan through the program, they set you up with housing, a job already lined up, help getting your first phone, your first bank account, even Japanese language lessons sponsored by the government.
So the first three years were pretty smooth — honestly, almost cushioned. You’ve got consistent income, but at the same time, you’re kind of limited. You don’t really get to choose where you live.
But for me, it was a really solid foundation. It gave me a chance to get comfortable living in Japan before I eventually stepped out of that safety net and fully integrated into society on my own terms.
Totally, totally. So why Osaka? What did you see in the city that others might not have seen?
Deuce:
Japan is interesting because it’s one country, but every region has its own personality.
Osaka specifically felt different. People often compare it to Chicago — they’re even sister cities financially. And when I first got there, it just felt… easy.
I was going out, meeting people, just hanging out, and it felt like home in a way I didn’t expect.
I didn’t feel like I had to be anything other than myself.
At that point in my life, I wasn’t fully confident in who I was yet, but Osaka didn’t make me feel like I needed to perform or put on a face. I could just exist there as I was.
Word, that’s very cool. So when did Osaka start feeling like home instead of just the place you were living?
Deuce:
Osaka started feeling like home around 2018 — that’s when I officially moved there.
Before that, I was living in a couple different places around the region, but I was always coming into Osaka on the weekends whenever there were events or things happening.
So I was already building a relationship with the city before I even lived there.
When I finally moved in 2018, it just clicked. I remember thinking, “Okay… I’m home.”
I found my neighborhood. I’ve been in the same apartment for about seven years now. I know the clerks at the stores around me, I know people in my building — for the most part, it’s familiar.
And it’s just comfortable. There’s a rhythm to it. It’s settled. It’s good.
That’s really dope. Do you feel like leaving America to chase your dreams was one of the best decisions you’ve made?
Deuce:
It was my choice — and I followed through on it completely.
And yeah, I do think it’s one of the best decisions I’ve made, mainly because it was something I chose for myself. It wasn’t forced. I wasn’t escaping anything. I wasn’t in a situation where I had no other options.
I was completely free to decide how I wanted to live my life.
And I understand that’s a privilege. Not everybody has that same freedom, and I’m very aware of that.
A lot of people are dealing with financial limitations, or they haven’t found the opportunities they want yet, or they’re still working through their own internal barriers. I was fortunate enough to not be in that position.
So for me, every major decision I’ve made — I can stand behind it. I don’t really second-guess it.
I made the choice, and I live with it fully.
For sure. Do you believe in callings? Do you believe moving to Japan was one of your callings? Can you speak on that a little bit?
Deuce:
I believe in callings in the same way I believe in purpose.
A lot of people think purpose is something you find, but in my experience, purpose is something you create. It comes from you — and once you feel that pull, it’s best to follow it.
For me, I believe the purpose I’ve created at this point in my life is to help others succeed.
I’ve been fortunate to have people help me along my own journey, so I don’t have any hesitation when it comes to doing the same for others. I try to pay that forward whenever I can.
And honestly, I’m not going to pretend I’m at some huge level financially or anything like that. I’m not.
But whatever I can do to support people — I will.
That, to me, is my calling.
Absolutely, that’s said beautifully. If you could talk to a version of yourself right before you moved to Japan, what would you say? Would you say anything at all, or just go with the flow and hope everything works out?
Deuce:
If I could talk to my younger self before moving to Japan, I’d probably tell him to buy Bitcoin… [laughs]
I’d tell him to buy Bitcoin and just ride the wave — and that you won’t have any worries in the world.
But nah, for real…
I’d tell him that you’re going to be stressed. You’re going to be challenged. But all of those challenges are going to build character.
Just go with it.
And I’d tell my future self, don’t worry — I got you. We’re going to make it so you don’t have to stress like that.
That’s what’s up. I like that. That’s super valid. [laughs] So what’s the story behind the moment when you and your partners said, “Alright yeah, let’s build a bar — let’s do this”?
Deuce:
I play a game called Magic: The Gathering, and my investor Josh plays too. That’s actually how we met.
We met at a mutual friend’s Christmas party, and we ended up just playing the game together and having a really good time. I was definitely busting his balls — he’ll probably tell you otherwise — but it was all love.
After that, we decided to hang out again.
I ended up taking him around Osaka and showing him what Osaka looks like through my eyes. He really fell in love with the city. He was just taken by it.
And I think more than anything, he saw how I moved — how I connected with people, how people responded to me. I guess you could say he saw my “aura,” like the kids say these days.
At some point he was like, “Man… what are you doing with your life?”
And I told him, honestly, I just try to help people when I can.
Then he asked me, “If you could do anything in the world, what would you do?”
I said I’d probably open a bar.
At the time I didn’t think much of it. I thought he was just joking around because we’d spent the night hopping between bars anyway.
But he was serious.
He said, “Alright — draw up a business plan.”
And I didn’t even know how to do that, so I called another friend of mine, Eric Chen. He’d already built a couple cafes and had experience in food and beverage.
I told him, “Can you help me put together a business plan? If it works out, I’ll give you equity.”
He said yes.
So he built it out, we took it back to Josh, and that’s where things really started moving.
But honestly, it all started pretty simply — just a game, some cardboard, mutual respect, and a belief in someone who believed in himself even more than everyone else did.
That’s a great story. Wow, going into Eric, how did that friendship evolve into business?
Deuce:
Eric is someone I’ve known since I was an English teacher, so we go back quite a bit.
At the time, he was living in Kobe, and I was in Himeji. We were in different cities, but we stayed connected over the years.
I trusted him — not just as a friend, but because I knew he had real business experience. He had already built cafes before, so there was a level of confidence in what he could bring to the table.
But honestly, it wasn’t just about business. It was also about giving him a chance to step into something bigger.
We had talked before about his goals — he wanted to move into consulting and really show what he was capable of. So I told him, “Alright, let me be your first client in a sense. Let’s build this together.”
And he fully stepped into that.
At the same time, I placed a lot of trust in him to help bring the vision to life, and he placed a lot of trust in me to lead the direction of it.
That mutual belief is really what made it work.
And now, three years later, we’re still going strong.
That’s dope. So you guys were kind of helping each other out ultimately — during that time, you came through for him as a client and he helped you bring your thing to life?
Deuce:
Oh yeah, for sure, for sure.
Super cool, man. So what do you look for in a business partner? What are some of those values, and how do you know these guys were a great long-term fit?
Deuce:
When I’m looking to work with somebody on a business level, I’m looking for equity, right? I don’t necessarily need it to be equal, but I need equity. And I have to respect a person. I’ve gotta be able to trust you. I need to know that if shit hits the fan, you’re gonna get shitty with me.
And the guys I’ve built with are some of the shittiest people I know — and I mean that in the best way possible.
When you’re building a business abroad, there’s a lot of things you don’t know until you’re actually in it. And when those moments hit, it’s all hands on deck. Everybody has to do whatever they can to make sure the ship doesn’t sink.
So while the ship’s going down, we’re all with buckets trying to get the water out, plugging holes, doing whatever it takes to keep it moving. Some days it really feels like it’s about to go under.
But then you get some duct tape and some WD-40 and figure it out and keep it sailing.
At the end of the day, the biggest thing I look for in a business partner is simple — people you can depend on when things look darkest.
Definitely. Going back to that moment when you guys said, “Let’s build this bar. Let’s bring this thing to life.” Was there ever a breakthrough moment where you felt like, “Wow… this is actually going to work. We’re really doing this”?
Deuce:
I didn’t really feel that way until the one-year anniversary.
Mmm.
Our first year — like a lot of businesses — was kind of shaky. A little slow.
A lot of bars and food and beverage places don’t even make it past six months, let alone a year. And in that time, we had so many ups and downs.
We had really great staff members, and we had really shitty staff members. Really great customers, slow days where the bar was full, and other days where we weren’t even sure we could pay the bills.
It was a real trying time for that first nine months.
But then we hit our one-year anniversary.
We started doing something where people could sign the wall. And the wall in the space is honestly beautiful — I wish we were doing this interview there so I could show you.
Same man… I’ll pull up soon.
In the room, it’s basically a long box. In one corner you’ve got the bar, and on the wall across from it, we let people from all over the world sign it and leave messages.
On our first-year anniversary, I took a step back and really looked at that wall. There were so many messages from so many different people around the world. And knowing we were able to keep the doors open for them to come through… that hit me.
There was one message that stood out to me immediately. Unprompted.
It said: “this bar saved me.”
I know who wrote it. I don’t know exactly when they wrote it, but when I saw that, I was like — damn… it’s really happening.
Because that’s when it clicked for me.
People come through that door and they feel loved, heard, and appreciated. You never really know what someone is carrying when they walk in. You don’t know what kind of day they’ve had, what they’re dealing with, or what state of mind they’re in when they sit down.
And you don’t know who they are when they leave.
All you can do is, while they’re there, make sure those three things are real — that they feel loved, heard, and appreciated.
To have someone say that unprompted… that was the moment. That’s when I knew this actually works.
It works, and we’re going to keep pushing.
I still look at that wall. I still find new messages on it all the time.
It’s a privilege to be able to serve people that way.
That’s incredible. That’s really a remarkable story. So how difficult was it to find the Subterra space? Did it feel like it found you, or did you have to fight for it?
Deuce:
When we opened Subterra, we didn’t really have to fight for the space in a traditional sense.
We looked at a couple different spots, but Subterra became Subterra because the space itself spoke to us.
When we first saw it, it was just an office space — low ceilings, white walls, little cubicle setup. Honestly, I was looking at it like, “I don’t know what we’re going to do here.”
Then Eric started knocking on the walls. He’s owned businesses before, so he was already thinking in possibilities. He was like, “Yeah… we could probably do something here.”
Sure.
Deuce:
I was a little skeptical at first because I was like, “Okay… it’s a long space, but it’s not really that big.”
But once we started the remodel — tearing down walls, taking out ceilings, ripping up the floors — it started to open up. And that’s when the space really began to speak to me.
As the co-owner and founder, it was kind of on me to shape the concept.
That’s why it’s called Subterra.
“Subterra” comes from Latin — it means underground. It’s a basement bar. But beyond that, I also wanted the concept to feel underground in a bigger sense.
Not just physically underground, but culturally too. Underground music. Underground energy. A space that gets underneath the surface of what a typical cocktail bar is supposed to be, and instead focuses on supporting people in a different way.
So we started leaning into that.
We left some of the walls bare. We exposed some of the pipes. Part of that was budget, honestly, but part of it was intentional. From an aesthetic standpoint, it started to feel like a warehouse — a small, raw space we could really shape ourselves.
If we were going to do this, we were going to do it our way.
We brought in a custom-built bar, started painting, and slowly the space started coming together.
When we did our grand opening, it was extremely minimal. Nothing on the walls, a small setup for the DJ booth, and I don’t even think we had proper chairs the first night.
We just had a sofa, a few small tables we built ourselves and drilled into the walls.
For that first party, we invited everyone in and didn’t charge a dime. We were just excited.
It was about showing the community, “Hey, this is here. This is a new space to come together.”
And then we built from there.
Right, that’s super dope. So what does it feel like owning this underground cocktail bar in Osaka — the romanticized version versus the real version? On a daily basis, how does it feel knowing you’ve done this and this is what you’re doing right now?
Deuce:
Some days it feels like imposter syndrome.
Some days I’ll wake up and — when you first wake up — your mind is kind of blank. You’re not really aware of where you are yet. You kind of have to remind yourself who you are.
So I’ll wake up, turn on the TV for a bit, listen to some music, make myself some tea, then go sit out on my balcony.
And then I’m like, “Oh yeah… I’m in Japan, right?”
That hits me every day like a ton of bricks.
And after that it’s like — “Oh yeah, it’s already 10 AM and I’m still at home.”
Most of the world is in suits, working, doing this and that. But I have the privilege of waking up a little later and kind of moving at my own pace.
And I’m like, okay, why can I do that?
Oh yeah — because I own a bar. It’s a nighttime job.
So I have the entire day to myself.
And at night, I go into the bar and I kind of feel like a superstar. I’m walking into my own space, seeing my staff working, seeing customers — some recognize me from social media, some are long-time friends.
And I just catch up with people.
I’ll step behind the bar, make a drink or two, then step out and talk with other owner friends, just going through the rigmaroles of owning a bar.
Totally. Vibes.
Deuce:
That’s the romanticized version. And that’s pretty much how it works most days.
For sure.
Deuce:
But if you ever see a duck on water, it always looks calm on the surface — but underneath, it’s constantly moving its feet just to stay afloat.
That’s what it’s like. There’s always something we’re working on, something bubbling, some kind of crisis happening in the background.
When we first started the business, those crises hit me a lot harder because everything was new. It’s like being a new parent — you’ve got a newborn, and you don’t really know what you’re doing yet.
But the longer you do it, the more experience you build, the more levelheaded you become. Things that once felt like Defcon 5 don’t hit the same way anymore.
Now it’s more like, “Okay… we’ll figure that out.”
But yeah — there’s always something.
Sometimes it’s a problem with a distributor. Sometimes it’s something unexpected, like a system issue where you literally can’t order anything. That actually happened with Asahi — we couldn’t get products in for months. So we had to figure out how to adapt on the fly.
Sometimes staff get sick. People are people. They call out, they call in. They’re young, so sometimes you don’t even know if it’s real or they just want to go out and see their friends — and I don’t blame them for that.
But at the end of the day, I’m the one responsible for Subterra.
I’m liable for making sure my staff is taken care of. I’m liable to my investors. I’m liable to my partners.
So sometimes it feels like the weight of everything is on your shoulders.
But I don’t ask for a lighter load.
I just ask to be stronger.
I like that. Subterra has a strong sense of identity — inclusive, creative, unapologetically bold. What’s the philosophy behind that energy?
Deuce:
Alright, I’m gonna get a little nerdy with you, man.
Bring it on, baby.
Deuce:
I love One Piece.
And Luffy’s biggest thing is that he wants to be free — and I feel that 100%.
In a lot of ways, I am Luffy, and Subterra is my world.
All of my staff have their own dreams and ambitions, but I’m still “Luffy” at the end of the day. I’m going to do what I want to do.
I’m unapologetically myself — and I expect the same from my team.
I want my staff to be unapologetically themselves. I want customers to come in and just be themselves too.
There’s no need to be performative — especially when you’re using your own money, your own time, your own energy. Who are you trying to impress?
It’s not me. And you shouldn’t be trying to impress yourself either. You should just be comfortable being yourself.
And if you want to push yourself, by all means — you should. I do believe people should hold themselves to a high standard.
But the concept of Subterra is “below the base.” Below the surface. Below all that performative stuff people put on.
It’s about being true to yourself. It’s about freedom of expression.
It’s an art space. A community hub. Sometimes it’s a dance floor. Sometimes it’s something bigger than any one person in the room.
And ultimately, the idea is simple:
Just be yourself. Have a couple drinks. Be present.
That’s dope. I like your outlook on things, man. What’s your long-term vision for Subterra — legacy, expansion, cultural hub… Can you speak a little bit about that?
Deuce:
The long-term vision for Subterra is for it to become completely sustainable without me ever having to step through the door.
And I mean that in the best way possible.
My life is only so many years. And honestly, running a bar — with the stress, the drinking, everything that comes with it — probably shortens that timeline in its own way.
I take care of my health when I can, but at the end of the day, we all have to accept that we’re going to die at some point.
So for me, it’s about making sure the vision outlives me — and that it can sustain itself without me being physically present.
We’d love to expand the concept, maybe into different spaces or formats, but still keep the same core spirit.
Maybe a rooftop bar called “Sora.” Who knows.
But more than anything, it’s about letting each space dictate its own aesthetic while keeping the same DNA underneath it all — the same foundation Subterra was built on.
That’s what I want to preserve. The feeling. The culture. The intention
For sure. So what inspired the permanent wall art? What does that represent to you guys?
Deuce:
So like I said — freedom of expression. Being unapologetically yourself.
There’s one artist in particular, his name’s Mato. I love Mato to death.
He’s a Croatian guy who’s been living in Japan for quite some time. I met him working at another one of my friend’s bars.
The first time I met him, he had on a Tokyo shirt. I told him, “Never wear that Tokyo shit in Osaka ever again.”
But from there, we became really good friends.
He told me back home he’s an artist — he does tattoos, murals, all of that. And I was like, “Well, I’m opening a bar soon… why don’t you come through and show us what you can do?”
“I’ve got four walls, a couple hallways — let’s do something. Let’s collaborate.”
I really wanted the space to have that energy.
So he started painting, and the first piece he showed me was called “Vibing Girl.”
I’ll send you a picture at some point — she’s wearing headphones, and there’s a Subterra logo in the background. It’s a beautiful piece.
The one that’s on the website?
Deuce:
Yes, yes — that one.
So that ended up being the first piece he ever did in the space, and it kind of became his foundation from there. Since then, he’s gone on to do murals all over the region, tattoos, different projects — and that opportunity really came out of him being able to express himself in our space.
It was mutually beneficial. We got to build the aesthetic of Subterra, and he got a platform to expand his work.
We’ve also had other artists come through and do murals as well.
The goal has always been the same — we want this space to feel like an art space.
For sure. When someone walks out of Subterra for the first time, what do you hope they take with them besides the buzz?
Deuce:
I want them to feel lighter — not because of the buzz, but because they were able to actually make a human connection.
I say this all the time: Loved, Heard, Appreciated.
My staff is probably sick of hearing it at this point.
We even have commissioned paintings of emojis right above the door — a heart, an ear, and hands in a prayer gesture for appreciation.
So when you walk in, you already know what you’re stepping into. And hopefully you receive that.
Whether you come alone or with people, I want you to leave feeling like you left a part of yourself here — in the best way possible.
Everybody who comes to Subterra leaves as a contributor to what we do.
It might be a signature on the wall, a conversation, a laugh, or just a shared moment — but it all feeds into the room. It feeds into the atmosphere. It feeds into what I can only describe as a living, breathing space.
A kind of personified environment.
So when someone leaves, I want them to know they didn’t just consume something here — they actually contributed to it.
They added to what Subterra is.
For sure, that’s really cool. So this next part of the interview is about the craft — the art, the menu. Jumping right into it: what’s your personal relationship with craft? Is bartending an art, a science, or something you’re spiritually connected to?
Deuce:
Bartending is more hospitality.
It’s about anticipating the needs of your guests. It’s about actively wanting to give of yourself, and making sure you’re not only taking care of the bar, but also the people in it.
Because like we said before — it’s about creating community and actively contributing to it.
As the bartender, you’re kind of the captain of the ship. You’re watching out for people. You’re making sure the drinks are right. You’re making sure everything is in working order. Orders are going out. The space is functioning.
And it starts before people even walk through the door.
For sure. How do you balance honoring classic cocktail traditions while reimagining them through your own lens?
Deuce:
So, of course — we all stand on the shoulders of giants.
We wouldn’t have new cocktails without old cocktails. There have been centuries of people experimenting long before us.
The classics are the classics for a reason — they work.
But that doesn’t mean they’re the end-all be-all.
If that were the case, no one would write another play after Shakespeare.
We reimagine the past, and we recreate it for the present, so that in the future, people can dream and go farther.
Woah. Yeah, I definitely feel that. So what’s your favorite cocktail to make, and why?
Deuce:
Um… honestly, there’s not a particular cocktail I dislike making.
Actually — no, that’s a lie. I hate mojitos. It just messes up workflow.
But I genuinely enjoy creating bespoke cocktails.
Typically, when I’m making something bespoke, I’ll ask someone what they like, what they don’t like, and what they absolutely can’t have — allergies, things they’re adverse to.
And then we kind of build the cocktail together.
While we’re talking, I’m understanding their mood, their energy, what they’re feeling in that moment — and we’re trading an experience.
So by the time the drink is finished, it’s not just a cocktail. It’s something that belongs to that conversation.
Those are my favorite kinds of drinks to make.
If I had to choose one thing from the menu though, it would probably be the Shinsekai.
That was my first original cocktail.
And it connects back to what we were talking about earlier.
It’s a reimagined Old Fashioned — still bourbon-based, still built around the same core structure and ingredients, but with more technique and a few additional steps.
“Shinsekai” translates to “New World,” and it’s built on top of something old.
So it’s playing with that idea — past versus present, tradition versus technique.
And in a lot of ways, it reflects what Subterra is as well.
Dang, fair enough. And you guys won an award for the Shinsekai, right?
Deuce:
Sure did.
Dope — congrats on that. What’s the story behind it?
Deuce:
So there’s a funny story behind that one.
Eric — being the asshole that he is — entered me into a cocktail competition before the bar even opened. He said, “It’ll be good PR.”
And I’m like, “We don’t even have a space to show people yet.”
But he entered me anyway.
So for the next month, I’m working on this cocktail in his café. Just testing, refining, building it over and over.
Then one day I finally land on something. I’m like, “Okay… this is it. If it works, it works. If it doesn’t, it doesn’t.”
Bada bing, bada boom.
The day of the competition comes.
You’ve got some of the biggest players in the game — people who’ve been working behind bars at some of the best establishments in Asia. And here I am basically memeing my way into it.
Everyone’s in suits. I’m in jeans and a jacket.
I go up to the table, and it’s this high-pressure setup — two people at a time, seven minutes to make your drink and explain it.
There were about 22 competitors total.
The guy next to me takes almost his full time just explaining his cocktail in detail — so I end up with barely two minutes to explain mine.
So I just said: “This is my cocktail. This is my story. Hope you like it.”
And I served it.
I’ll never forget this part.
Nicholas Coldicott — he’s the chair for Asia’s 50 Best Bars — he was one of the judges.
He takes a sip and just goes, “Not bad.”
And I’m like… okay. That’s something.
After the round, before scoring finishes, he actually finds me again. He says, “Hey, can you explain your drink a bit more? You didn’t really get time earlier.”
So I talk him through it properly. We have a real conversation. He thanks me, and I go take a smoke break.
When I come back, they start announcing results.
Third place. Second place.
I’m thinking, “Yeah… I’m definitely not first.”
Then they announce a special mention — someone from one of the top bars in Asia.
And then:
First place — Subterra.
I was like… oh shit.
I just started jumping up and down.
I literally turned to Eric and said, “I beat you.” Then gave him a punch like, “Fuck you — but thank you, man.”
Wow. That’s an incredible story, man. Congratulations again — that’s huge.
Deuce:
That moment kind of solidified everything for me.
It proved my art is valid. My drinks are good. And my vision is worth something.
There have been so many little moments like that along the way that keep me going.
Like even stuff like this, like people reaching out to me halfway around the world being like, hey, man, tell me about your story. It's reaffirming for me, and I truly appreciate it.
100%, man. I think your story is going to touch a lot of people. So from the website, your menu almost reads like poetry. You just talked about the Shinsekai, but there were also drinks like The Bee’s T and The Sneaky Link.Can you give me the stories behind those and how those ideas came to life?
Deuce:
Sure.
So The Bee’s T is actually a simple one.
Like I mentioned earlier, Eric also entered the amateur cocktail competition. That drink is kind of a homage to his entry.
I think he got third place in the amateur league, so that’s why the drink made the menu — and honestly, it’ll probably stay there forever.
Shinsekai and Bee’s T will probably always be on the menu in some form.
But The Sneaky Link… that one’s a little cheeky.
Cheeky. [laughs]
Deuce:
My English is all mixed up now. I’m international these days. [laughs]
For sure. [laughs]
Deuce:
But The Sneaky Link is based on a drink called Nothing. It’s a pretty famous drink somewhere in Southeast Asia — Hong Kong or Singapore, somewhere around there.
I wanted to flip the concept on its head and make it a little stronger.
Once we adjusted the recipe, there was extra volume left over. Normally the drink would fit into one glass, but after the rework, we had enough left for a little side shot.
So we leaned into that and called it The Sneaky Link.
Because first off, it’s strong — but it goes down really smooth.
And second, you get that extra side shot, which you can use to spark a conversation with somebody at the bar.
Like: “Hey, how you doing? This one’s on me.”
It’s kind of built to create interaction.
Definitely. That sounds very suave.
So, just little small things like that kind of help foster community as well.
Yeah, it really sounds like it. Sounds like you guys have a great vibe going. How about the Toasty Russian? That one sounds pretty decadent. Can you give me a little backstory on it?
Deuce:
Oh yeah, the Toasty Russian.
That one actually started because of Josh’s now-wife.
She was like, “I want something creamy.”
And I’m like, “We don’t even have anything creamy on the menu.”
Then Josh is like, “Please. Make something creamy.”
So I’m like, “Alright man, it’s your money — you got it.” [laughs]
At the time, I was doing a lot of research into different cooking methods and techniques. Originally, the heavy cream for the drink was sous vide for 24 hours.
Later on, we switched methods so we could still get a Maillard reaction, but in a more sustainable way. We started using an Instapot with a little baking soda to create this caramelized flavor without adding extra sugar.
So it became this really rich, toasted, almost dessert-like cocktail.
It’s honestly kind of a pain in the ass to make, which is why we only run it during certain times of the year.
But it’s become one of our most popular drinks.
At its core, it’s basically a White Russian — just elevated to the umpteenth level.
Everything was handcrafted too. At one point we were even making our own coffee liqueur for it, but we eventually moved away from that for sustainability reasons.
Overall though, it’s a really, really good drink.
And I’m saying that as a lactose person. [laughs]
That sounds like a good one. Sounds like the ladies probably go for that one?
Deuce:
Honestly, everybody goes for it.
It’s basically ice cream in a glass.
Yeah, it sounds delicious.
Deuce:
Talking about it now makes me want to put it back on the menu.
What’s your process when you’re developing a new drink? Does it start with a flavor, a mood, a story? How do you dive into that?
Deuce:
It typically starts with the story.
The menu we have right now is basically made up of stories that are significant to Subterra and to me personally.
Like the Shinsekai and Bee’s T — those are cocktails that gave us confidence moving forward with mixology.
The Sneaky Link is built around community. There’s a little story attached to it.
Like years later somebody might say, “Remember when we were at Subterra and you gave me that extra shot from the Sneaky Link?”
And now they’ve been dating for years.
Stuff like that.
Whenever we’re coming up with new cocktails or concepts, it’s usually story-first.
It’s about asking: How do we put emotion into a glass?
How do we communicate a feeling? How do we convey the message we want people to walk away with?
And honestly, even though we have a menu, our bestsellers are usually the bespoke cocktails.
Because when we sit down and actually talk with people and create something specifically for them, those moments stick.
We’ll have people come back years later and say, “Hey, remember that drink you made me?”
And I usually do remember it — because I remember the story around it.
I might not always remember names, but I remember faces. And I remember how somebody made me feel in a moment.
Incredible.
Deuce:
And that’s something that’s really special to me personally.
Absolutely. It really sounds like this is your medium — a huge part of your passion and what you genuinely enjoy. The way you articulate all of this is beautiful. So what role do music, art, and conversation play in building the vibe of Subterra?
Deuce:
It all helps set the tone.
People can only do so much on their own, but when you walk into a bar, there should already be a feeling there before you even order a drink.
There should be good music. Good lighting. A good smell. A strong ambiance.
You should feel comfortable before anything else.
To me, that’s one of the hallmarks of real hospitality.
And like I said before, I want Subterra to feel like an art space. So naturally, I think about it like an artist would.
Before you paint anything, you have to prepare the canvas.
So the music, the lighting, the art, the atmosphere — all of that is preparing the canvas before service even begins.
It’s setting the table for the experience.
Then once people sit down and start interacting with each other, it becomes more like improv — another form of art.
At that point, everybody is contributing something.
You’re adding to the canvas. You’re adding to the tapestry.
And when new people come in, they build off the energy that’s already there and add their own layer to it.
So in a way, the whole thing becomes a collaborative art experience.
I see. Very dope. Moving into the business side of things — leadership, growth, evolution — what has being a businessman in Japan taught you?
Deuce:
Patience more than anything else.
There’s a whole lot of paperwork. [laughs]
Thankfully, I’ve got a whole lot of people around me helping with that.
But overall, being a businessman in Japan has taught me how to let go a little more.
I don’t have to control every single thing at every moment.
I may be responsible for it, but that doesn’t mean I have to carry everything alone.
I’ve got a wonderful team around me, and sometimes I just have to trust them enough to let them be great in their own way.
That’s well spoken — like a great leader. What has doing business internationally taught you that you might not have learned in America? Does anything come to mind?
Deuce:
Business in Japan is very different from business in America.
I say that with a caveat — I’ve only really been a “legitimate” business owner in Japan.
I moved here relatively young and have lived most of my adult life here.
So from that perspective, learning Japanese business culture is something I don’t think I would’ve been able to experience as deeply or as efficiently in the U.S.
At the same time, it’s given me something I can carry forward.
If I ever decide to move back to America or expand there, I’ll at least have the cultural fluency to navigate both worlds — Japan and the U.S.
That’s fair. What cultural misunderstanding has shaped you the most?
Deuce:
Mmm.. Mmm, yeah that’s a great question.
Japanese people are often seen as shy or very indirect.
I’m still American at the end of the day, so I tend to be very direct about what I want to say.
But I think the biggest cultural tension for me has been the difference between their softness and my persistence.
It’s taught me how to adjust my approach — not to lose my directness, but to understand timing, tone, and how things are received.
I like that. How important is cultural adaptability for modern entrepreneurs?
Deuce:
Extremely important.
I think compared to even a decade ago — or even five years ago, right before COVID — things are very different.
The world has become a lot smaller because of technology.
We’re doing this interview over video, across an internet connection. Information is shared instantly now, and with AI, a lot of the friction that used to exist can be smoothed out.
But at the same time, operating internationally is still a wild experience. For sure.
For sure. Would you describe yourself as an introvert, extrovert, or both? And how does that shape your leadership style?
Deuce:
I’d consider myself an ambivert, but I do need time to recharge.
I think I’m at my best when I’ve had time to myself. Then, when I’m in front of people — when the spotlight is on me — I can show up and perform.
But I don’t always need to be in the spotlight.
When it comes to leadership, I try to use whatever platform I have to lift other people up rather than block them out.
I don’t really believe in gatekeeping.
I try to put people in positions where I think they’ll be most successful, and then give them the guidance they ask for.
I don’t like micromanaging. I don’t like telling people, “You must do this, you must do that.”
I’ll give direction when needed, I’ll point things out, especially when we’re working closely together — but ultimately I believe in autonomy.
Let people be great at what they’re great at.
And for the things they’re still growing into, just shine a light on it and let them choose their path.
For sure. What practices or habits help you stay mentally sharp and adaptable as a business owner?
Deuce:
Like I said, I play a lot of Magic: The Gathering — and I say that unironically.
It’s an extremely complex game. There are a lot of moving parts, constant rule interactions, and the game state is always shifting.
But at the end of the day, somebody has to win.
And that’s kind of how I look at business too.
You go in with a strategy, ideally the best strategy you can build — but the environment is always changing.
So even through something like a game I enjoy, you start to develop a mindset around adaptability.
And I think that translates directly into business: you plan, you execute, but you also adjust as things evolve in real time.
For sure. What’s one of your biggest lessons so far, three years into the business, and what has it taught you overall?
Deuce:
Delegation is great — when it’s done properly.
I used to be the type of person who felt like I needed to have my hand on everything at all times. I had to be the one on the ground doing it all.
I still do to some degree, but I’m learning how to let that go.
For me now, delegation isn’t just about handing tasks off. It’s about giving people the tools and support so they can actually grow into the role and become better versions of themselves in the areas they want to develop in.
For example, we recently brought on a bar manager a few months ago. She already had experience, but she didn’t necessarily have full autonomy to operate the way she does now.
So we’re at a point where we’re giving her more responsibility and higher expectations — gradually.
Because delegation isn’t about overwhelming someone all at once. It’s about structure.
If you give someone too much too fast, it becomes overwhelming. But if you build it consistently, you can actually see where the gaps are, where the cracks are forming — and fix them before they become bigger problems.
Absolutely, that makes a lot of sense.
So, learning how to delegate is probably the biggest lesson that I've learned.
For sure. Do you believe culture outweighs credentials when it comes to building a team?
Deuce:
Mmmm… that’s a really great question.
People buy from people. They don’t just buy products.
So when you ask whether culture outweighs credentials — I’d say who you are as a person matters more to me than where you’ve been.
You can have all the credentials in the world, and that might make things easier on the surface.
But I think of it like Bruce Lee — you have to empty your cup before it can be filled.
If someone comes in with their cup already half full, I don’t really know what’s in that other half.
But if you come in open, ready to learn, ready to grow — then we can build something properly together.
That’s the most important thing for me.
100%. How do you choose your team? What personality traits matter most to you?
Deuce:
I only hire dreamers.
If you don’t have a dream, you don’t really have a way into my world.
I hire people based on their ambitions — where they want to go, and whether I can actually help them get there.
Most of my team didn’t come in with bartending experience.
I’ll give you a great example.
One of my team members, Tom — I love Tom to death — wasn’t a bartender when I met him. He’s a bartender now, but he wasn’t back then.
He came into the bar one day with some foreign guests. He seemed like he was enjoying the space, but a little distant.
Something about him stood out to me though, so I trusted my intuition.
I just told him, “I’m going to hire you.”
He was like, “What?”
And I said, “You want to work here, don’t you?”
He wasn’t even sure at first — but I told him to come in the next day anyway.
Maybe he thought I was joking, but he showed up.
I said, “Go make me a drink.”
He told me he didn’t know how.
So I walked him through it — step by step. Told him what bottles to grab, how to pour, how to stir.
At the time, we only had maybe two or three staff behind the bar.
But he made the drink, and I asked him how it felt.
He said, “This is kind of fun.”
And I told him, “Good. Come back next week.”
From there, I just kept building him up over time until he could basically run the entire bar if he needed to.
What matters most is that he has a warm personality — and he fits the space.
And now, he’s actually moving to London next month. He’s going to be with his girlfriend — probably get married, start a life there.
His goal was always to improve his English, learn how to serve properly, and become a real bartender.
And he’s done exactly that.
That’s a really great story. I like how you were able to see the potential in him and help him build the skill set to become a bartender. I think that speaks volumes about your character.
Deuce:
Yeah — he didn’t necessarily know exactly what his dream was going to look like at first.
But we were able to help him sharpen that vision and put him on a clearer path toward it.
For sure. Very cool.
Deuce:
So those are the type of people I look for. You don’t necessarily need all the technical skills — we’ll teach you that. You just have to have that spirit. That spark. I need to see that passion in you.
Absolutely man, so as a business owner — how do you maintain a good work-life balance? Do you even maintain one?[laughs]
Deuce:
[laughs]
Aww man…
Entrepreneurs and work-life balance rarely belong in the same sentence.
I feel like I’m always thinking about work in some capacity.
But I’ve developed what I’d call a kind of… intentional obsession with making my life the best version of itself that it can be.
So even though I’m always thinking about work, I still make time for the things I genuinely enjoy.
I love making drinks. I love researching spirits and nerding out over new ideas.
I also enjoy calling friends and having conversations like this.
My mornings are sacred to me.
I try to spend that time reflecting — that’s something I’d normally do on my own anyway.
I usually wake up around 10, even if I worked until 2 or 3 the night before.
Around noon, I’ll go to the gym.
Then after that, I’m back in work mode.
From about 2 p.m. to midnight, I’m fully in it — thinking about the business, working at the bar, making decisions, moving things forward.
Then around midnight, I completely step away.
I’ll decompress, maybe visit a couple friends at their bars, have a drink, reset.
But after that, I’m off.
That’s my time.
So even though I take my work very seriously — and I do take it seriously — I’m also very intentional about protecting my mental and physical health.
Deuce [laughing]:
Granted… I do smoke and I drink a lot.
But that’s only within those hours. [laughs]
[laughs] I’m sure a lot of business owners will resonate with that answer. You’ve got to take care of yourself and understand your needs to function properly, right? Extremely important. So how important is it for you to be a leader within your space, and do you feel that responsibility every day?
Deuce:
Heavy is the crown.
Heavy is the crown.
Yeah — I do feel the pressure of leadership.
But I’m lucky to have an amazing team around me.
Do I feel the need to lead? Yes.
But I’m also human — I don’t feel the need to be right all the time.
I actually want the people around me to challenge me… respectfully, of course.
Right. Totally of course.
Deuce:
But I don't necessarily have to be the perfect leader. I just have to be the leader that shows up.
That’s fair — I feel that. Running a bar is pretty chaotic, I would assume. It’s also about connection all at once. What’s been your most trying time behind the counter?
Deuce:
Mmm… [laughs]
The most trying time I had at the bar was a night where pretty much everybody was sick.
I ended up running the entire bar alone.
And of course, it happened on a night where some of the most influential people in the industry were in the room — people like Holly Graham, who’s basically like a mentor to me and the former chair of Asia’s 50 Best Bars, as well as bartenders from Singapore and other highly respected figures.
So I’ve got a full house — around 26 people — and I’m the only one on the floor.
On top of that, someone had unplugged the system before leaving, so the music cut out.
So I’m trying to handle service, fix the music, keep hospitality flowing — everything at once.
In that moment I was like, “Yeah… I really do appreciate myself for being able to handle this.”
[laughs]
But more than anything, it made me realize something important:
It’s not sustainable for one person to run a space like that alone.
Even if I can do it — and I did do it — that’s not the point.
The point is having a team you can rely on when things go wrong.
Because usually I’m the one people call for backup.
But in that moment, there was no backup for me.
And that really stuck with me.
Right, right.
Deuce:
It kind of helped us tighten up systems. It informed the way we handle sick leave and a few other things we hadn’t really thought about before that point.
Granted, I did get a call back from some of those highly pedigreed bartenders afterward, and they told me it was one of the better service experiences they’d seen from a bartender or bar owner.
And honestly… that made me feel some type of way.
That’s super dope.
Deuce:
It’s like… I’m doing great, basically. Yeah.
Was there ever a period where you knew your thinking had to evolve in order to grow?
Deuce:
Every day. Every day — that’s just a fact of life.
There wasn’t one specific moment where I thought, “I need to change how I think or I won’t grow.” It’s more that life constantly puts you in different positions, and you’re forced to adapt to them.
If you stay stagnant, nothing changes. It’s net zero.
Between gaming and running a business, I’ve learned that everything is always in motion. And once you accept that you’re in a constant state of change, growth becomes inevitable.
Love that answer, So moving on to the next part of the interview, this part is about failure, mindset and drive. Diving right into it. What was one of your lowest moments on this journey so far? What did failure teach you that success never could?
Deuce:
[Exhales][pauses] Mmmm… that’s the thing, yeah. We’ve not really failed yet. And that’s the scary part.
Mmmm, I see.
Deuce:
We’ve been very fortunate. Even though we’ve had some rough times where we basically went into the red, we’ve never really failed in the sense of, “okay, we failed — we are not successful.”
We’ve stumbled, for sure. But there’s never been a point where it’s felt like that.
Even in those moments — or in moments of doubt — we take it more as a way for us to grow.
We sit down, we assess things. We do SWOT analysis. We look at our strengths, weaknesses, opportunities, and the things that might trip us up. We try to look at everything objectively.
So probably the only place where we might “fail,” quote unquote, is something a customer points out to us — and even that becomes a learning opportunity.
We look at failure as an acronym: First Attempt In Learning
Right, absolutely. How do you personally metabolize failure?
Deuce:
I sit with it.
You metabolize it like everything else — you take it in, you process it, and you move through it.
So for me, it’s like: okay, cool. The only reason I can even reflect on this lesson is because something didn’t go right.
So you have to be appreciative of it in a way, because that’s what ultimately helps you grow.
It feeds the system, in a sense.
And if you don’t fail, you don’t really get that same depth of understanding — you just keep moving forward without that reflection point.
We learn much more from failure than we do from success. That’s just the truth of it.
What’s a mistake you’re now grateful for?
Deuce:
My first bad hire.
I’m actually very grateful for that experience.
She was, in a sense, my “Anakin Skywalker” moment — someone who eventually turned into a real learning point for me.
It really taught me to trust my first instinct when it comes to people.
Because honestly, I was already on the fence during the interview. There were things in her answers, and even in her availability, that made me pause.
But I decided to give her a chance anyway.
She became a core part of the team for a while, but what I’ve learned is that when someone gains more responsibility, their true personality tends to come out over time.
It reminded me of something I believe strongly now — money doesn’t change people, it amplifies what’s already there.
The same goes for responsibility.
So the concerns I originally had in the hiring process eventually showed themselves more clearly once she was in a position of trust.
When we ultimately had to part ways, I took it as a clear lesson:
Trust my instincts earlier, and always prioritize the health of the team over trying to make an individual situation work.
That’s a really great answer. When everything feels like it’s collapsing, or you have those spiraling moments, what keeps you moving forward?
Deuce:
The obligations I have keep me moving forward.
[pause]
I’m a man of honor, and I’m a man of my word. So if I say I’m going to do something, I’m going to do it — come hell or high water.
I understand there are going to be challenges. There are going to be moments where things feel heavy or difficult to maintain.
But if it was easy, anyone would do it.
So when I hit those spiraling moments, yeah — I might crash out a little. I might go home and scream into a pillow, let the frustration out.
But I also understand it’s temporary.
It’s just a moment.
And the long-term vision is always more important than the emotion of that moment.
Yeah I get that. Was there ever a moment when you thought, “I’m living my dream?”
Deuce:
Not yet.
I’m appreciative of every day, but there still hasn’t been one moment where I’ve sat back and thought, man… I’m really doing it.
Not yet.
For sure. What keeps you going when things get heavy? You touched on it a little already, but what really keeps you moving?
Deuce:
Like I said — obligations.
And the belief that tomorrow can be better than today, if I make it so.
I just have to make it through today.
Absolutely, what keeps your spirit upbeat and focused?
Deuce:
That’s a really good question.
Honestly, I don’t even know if I have a perfect answer for you. I think I’m just naturally a positive person.
But if I’m being real, I think it started a long time ago with a choice.
I made a choice to be happy.
I made a choice to be positive.
I made a choice to become the best version of myself.
And the best version of myself isn’t a hater.
It’s someone who uplifts other people.
And nobody’s going to break me from that.
For sure. And ultimately, you do believe that it’s a choice, right?
Deuce:
It is a choice. Absolutely.
You choose your attitude every single day. You choose your mentality.
Nobody else chooses it for you. Nobody else is in your head.
Absolutely. Do you have a mantra you live by?
Deuce:
Wooooh… I got a lot of mantras I live by.
What’s one of your favorites?
Deuce:
“Walk with kings, but never lose common touch.”
Wooooh.
Deuce:
To me, that means holding yourself to the highest standards without ever looking down on people.
You can elevate yourself without disconnecting from others.
That’s a really good one. What’s one of the lessons Japan has taught you about patience, people, or yourself?
Patience is not the enemy. Patience is proper preparation.
I like that answer. This is one of my favorite questions. I'm very curious to hear what you have to say. Is obsession necessary for greatness?
Deuce:
Obsession and delusion. Both of them are necessary for success.
You have to be delusional enough to believe you can do something you've never done before.
Because it's not proven yet, right?
And you have to be obsessive enough to actually figure out how to do it.
It takes research. It takes time. It takes patience.
So if you have a healthy amount of both — obsession and delusion — you will be successful.
No doubt. I agree with that answer. So the next part of the interview is on identity, culture, and community. What's been your experience as an African-American living and building community in Osaka?
Deuce: Man.
So of course, I identify as an African-American male. My pronouns are that nigga — or he/him.
And it shapes my worldview.
As someone who was a representative of the BLM movement here in Japan at one point — being a Black man is a big part of who I am. I wear it very proudly.
Like, we're talking in February and I got a shirt that just says Black by Popular Demand.
I love being a Black man in Japan. I really, really do. And nobody could ever take that experience away from me.
When it comes to building community — everybody has their own natural biases. But if you look at how I move out here, me and Abe Chan — that's really how I live life.
I get along with people as people.
We all have our own identities, our own biases, our own stories. But at the end of the day, people are people. Everybody just wants to be loved, heard, and appreciated.
Everybody bleeds red. Everybody eats, everybody cries, everybody has a good time.
We have so much more in common than we do differences.
And when it comes to building community, it's just about expressing those things and celebrating that diversity.
At least from my experience.
Definitely, What's it like being an African-American business owner in the Osaka bar scene? Have you had any challenges or surprises?
Deuce: To be honest, it's kind of dope.
There are a few Black-owned businesses out here — even less African-American owned. I think I'm the only African-American owned bar — nope, that's a lie. There's one more. At least two in my area of Osaka, I can say that with full confidence. And the other one isn't really even a bar, it's more of a corporate thing.
But people — they look at you a little differently.
When you walk into a room, the gravity just hits. I mean, the gravity always kind of hits me because I'm a little bit taller — but now, whenever I walk in, you can feel the air shift.
All eyes on you. People start whispering. Oh, you know this person? Do you know that person?
And usually I'm walking into spaces where I'm already comfortable. But even in new spaces, people take note. They start asking around — who's that, who's that?
And of course, somebody naturally knows who I am. And it goes from there.
I walk up to people I've never met before and introduce myself. Very confidently.
And honestly — it's a great feeling.
Love that. What's it like being an African-American speaking fluent Japanese? Are people shocked? You're fluent, right?
Deuce: People are shocked that I speak Japanese.
I wouldn't say fully fluent — but fluent enough to hold everyday conversations.
And it creates a gap. People who know me, they know. But for new people who don't — it really throws them off.
There was a street interview I did maybe last year that went viral. I think it has like 15 million views or something.
A guy just walks up to me like, hey, you look cool. I'm like, thanks. He goes, you speak Japanese? I'm like, yeah. And we just proceed to speak Japanese.
And that alone throws people off. Every time.
How many languages do you speak?
Deuce: Honestly, just English and Japanese.
I speak very little of the Latin languages — Italian, Spanish, French. I have a rudimentary understanding of them, but nothing fluent.
Very limited Korean. And very, very limited Chinese.
I see, that's really cool. How has language shaped you in terms of connecting with people? Do you see things that someone who only speaks one language might not see?
Deuce: Language is culture.
By understanding the different nuances in how people express things, it completely changes your worldview.
For example — a glass falls off the table. In English you'd say, you broke the glass. The blame lands on someone.
But the Japanese equivalent is, the glass broke. No fault. No blame. The glass is just broken now.
And that shifts your entire perception of what matters.
In English we're focused on — okay, who's responsible for this? In Japanese it's — there's a broken glass. What do we do now?
Ahh that’s a very great point. Have you experienced any culture shock — either personally or from others seeing you in your role as lead bartender running your place?
Deuce: No, not really.
When people come to our space, they already kind of have the idea. Black-owned spot — you're probably gonna see a Black guy behind the bar. And it's Japan, so he probably speaks Japanese too.
People are walking into my world. So they shouldn't be all that surprised.
But on the flip side — if I'm walking into someone else's world? Yeah. It's probably a little more of a culture shock for them than it is for me.
How big of an impact has Japanese culture had on shaping you?
Deuce: A lot. A lot.
I'm still very much culturally American — but I'm from Chicago. And if you know anything about Chicago, you know we don't play around with a lot of bullshit.
That part is never leaving me.
But Japan has made me a much kinder person. More understanding. More resilient.
Chicago made me resilient — but Osaka refined me.
The raw material was always there. The intentionality of living, the thought philosophy of Japanese society — that shaped who I am.
When did you realize how important it was to diversify your surroundings and your friend groups?
Deuce: Very early. Very, very early.
I've always had diverse friend groups and circles. Always played non-traditional sports — I studied dance, did track and field. A lot of things that weren't expected.
Because I wanted to understand as many people around me as possible.
It's not necessarily the smartest person or the strongest person that goes the furthest in life. It's the most adaptable. The most empathetic.
Those are the ones that go the farthest. I believe that.
I agree with this. What's it like connecting with creatives in Osaka?
Deuce: It's a lot of fun.
There's a whole community of creatives out here. I mostly work exclusively with creatives.
When it comes to collaborating though, it can get a little tricky — everybody has their own artistic vision and they want to do things their own way.
Sure.
I find it much more fulfilling to be a platform for artists as opposed to um, trying to collaborate with them on specific things.
I like that. One of my favorite questions — what does inspiring others mean to you?
Deuce: That's a great question.
And I'm kind of at the point where a lot of people tell me I'm inspiring to them. But honestly — I'm just authentically living my life. Just being myself.
So I think what inspiring others really is, is showing courage. Showing the ability to just be yourself.
And that resonates with people because on a day-to-day basis, everybody's got so many layers of bullshit they put on for others.
By me not subscribing to that — I think that's what really connects. And honestly, I think that's probably why Subterra is as successful as it is today.
One of the highest human acts is to inspire, right? When did you realize you did that naturally?
Deuce: It wasn't one single moment.
I noticed once people started coming up to me and telling me. Friends from high school coming up to me nowadays like — I've always really admired you, I just never had the confidence to say it.
And I mean this in the best way — I really do — it comes from me not giving a fuck.
That level of nonchalance comes across as authentic. And the fact that I'm empathetic, that I'm willing to help people, willing to listen — that really resonates.
It's Luffy energy. That's the best way I can put it.
Like — yes, I'm gonna be the king. I'm gonna do what I want to do and nobody's gonna stop me. But that's not gonna stop me from helping the people who need to be helped.
And that hits people in so many different ways.
Luffy energy, I really like that. Alright so this is the final part of the interview — let's talk about your personal life, philosophy, and what's next. Outside of being a bar owner and bartender, are you an artist or creative in other ways?
Deuce: I have creative moments.
I like to do poetry. I like to sing — and I'm a pretty good singer.
Made a rap album a couple years ago.
I just have these moments of creative sparks where it's like — I really want to do this thing. I really want to put it out. I really want to try this.
I saw you doing stand-up the other day.
Deuce: Yeah, that's something else I'm starting up now.
We'll see if it's just another fad — or just another way for me to express myself. [laughs]
[laughs] For sure!
Deuce: I'm always taking leaps. Always taking chances.
When it comes to art — who's to say what's good or not? It's just an expression.
If you don't like it, you don't have to listen. You don't have to partake.
But I'm still going to express myself.
That's my freedom.
I noticed you use the word accountability on your Instagram stories a lot. Can you speak a little bit about that? What does that word mean to you?
Deuce: [laughs] Accountability.
Accountability is holding yourself accountable — but what is accountable? Making sure there is something you can actually count.
So most of the time when I go to the gym, I'll make a post and say — accountability. I'm here today. I showed up.
And for whatever reason, it started to trend amongst my followers. I don't have a huge following by any means, but I started seeing more people posting their gym selfies, posting themselves taking walks.
I would comment on every single one — yes, you are accountable, I'm here for you.
And then every so often, when someone comes to mind, I send them a message. Hey, you work out today? Hey, did you do this? Did you do that?
Because by holding yourself accountable, you're pushing yourself forward.
Accountability is one of my favorite words of all time. One of my favorite concepts.
It's just showing up. Doing the work. Proving that you've actually done it.
That's super stand-up of you. If you had one book or film to recommend that shaped your mindset, what would it be?
Deuce: That's a tough one. Just one? Oh man.
You could throw multiple out there.
Deuce: Hang on, hang on — let me look at my bookshelf real quick.
What's that one that recently had you stunned? The one you started recommending to everyone like — yo, you gotta read this.
Deuce: Okay. There are at least three books I can recommend.
The first is probably the most relevant to the work I do now. It's called Setting the Table — The Transforming Power of Hospitality in Business. It teaches you the most important aspects of hospitality and why hospitality itself is not only an art form, but a mindset that carries over into pretty much every aspect of life.
Love this one. Can’t wait to read it.
Deuce: The next two — well, three technically. The first is the Tao Te Ching. It's a Chinese philosophy book, the foundation of Taoism. I instilled this mentality in myself a very, very long time ago. It's a short collection of thought pieces and I come back to it time and time again. Every time I read it, I pick up something new.
But one of the most important things about that book — once you read it, you're meant to forget it. It's supposed to just become a part of you. And every time you revisit it, you see how much you've changed.
Damn that's another good one.
Deuce: The next one, same mindset — The Art of War by Sun Tzu.
Oh yes, that's an important one.
Deuce: I do recommend it. Especially if you're going into business or you're in any kind of conversation with anybody outside of yourself.
I got a couple copies of that one.
Deuce: Then the last one is The Influential Mind by Tali Sharot. It's about what the brain reveals about our power to change others.
I guess that ties back into what you asked about influence and inspiration. It's been many years since I've read it — I can tell because there's so much dust on it. But at one point this was kind of my playbook. Understanding the power I had over people. It shaped my leadership style, the way I talk to people, the way I interact with people.
Those are all very impressive recommendations. Do you believe university is necessary these days or can self-exploration be enough?
Deuce: You're asking me this in 2026.
For the majority of people, in the next ten years — college is not a necessity. Honestly, it's probably something you won't even need.
We're moving into a more technologically advanced society powered by AI. And AI has all the information you could ever know within one lifetime. Multiple lifetimes even.
When we're talking about old school education, old social systems — I think there's a huge shift coming.
And now more than ever, philosophy, what it means to be human, what it means to be an artist — these things are going to become more prevalent. Because everything that can be automated will be automated to some degree.
And that's going to leave people with the quintessential questions.
Mmmmm.
Deuce: What is important to me? What does it mean to be a person? How do I express myself authentically?
As opposed to just figuring out how to survive.
Wow sure, I can see that.
Why do I need to do these sorts of things? Yeah?
Sure. Hmmm.
Deuce: Long story short — personal exploration, finding your own purpose, creating your own purpose — that is much more important than a four year university or a two year associate degree.
Because at the end of the day, everybody's gonna have the same piece of paper with the same information on it.
It'll come down to how you apply that information. How you apply your time.
Time is your most important asset. It always has been.
It really will come down to how you utilize it and how you leverage what life has given you.
Great answer. How do you define success now in business versus when you first started?
Deuce: I feel like I've heard this question at least 15 times and I still don't have a good answer. [laughs]
Success for me is making sure the people around me are winning. Making sure they're succeeding in the things they want to succeed in. And being a small fixture — a small light — for people who are on their way to that point.
That's always been how I view success.
Early in life I thought success was winning. But one victory for me doesn't compare to the countless victories I can help others achieve.
I've been fortunate enough to have many opportunities bestowed upon me. But I've also had the tenacity to chase them and achieve what I set out to achieve.
So I'm basically playing life on New Game Plus now. I kind of got the cheat code — I know where everything is.
And I can help people get to where they need to be, if they want to follow a similar trajectory.
Beautifully answered. Do you see yourself living in Japan for the foreseeable future? What does that look like for you?
Deuce: For the foreseeable future — I'm out here, man.
For sure, that's nice.
Deuce: There's a handful of things I still want to do. I want to expand to different countries. Pick up different projects.
And then hopefully at some point — maybe something like motivational speaking. Just traveling around, giving advice to younger people, helping them through trying times.
But for the foreseeable future, I'll be here in Japan until the rest of those things take off.
That's what's up. So this is my final question of the interview. Although you're still on your journey as an entrepreneur, what would the title of the next chapter of your life be?
Deuce: Hmmmm. The next chapter.
Refinement. or Kaizen.
The raw materials are there. The things are built. But they're not perfect — and not to say anything will ever be perfect. But it can always be refined. Reshaped. Made a little bit better.
So it'll either be called Refinement — or Kaizen. Which means little by little, step by step toward perfection.
I'm moving into my third year of Subterra. Moving into my 35th year of life.
Beautiful man.
Deuce: And honestly — I feel like I'm just now starting to get my feet wet.