One of the most developed coffee cultures of the past three decades has been Japanese. This country, which traditionally drinks tea,has taken 180 ° turns in terms of infusions, and today there are some Japanese who are not proud to be enthusiastic consumers of coffee. The product has reached a functional “status” in Japanese society and has become a fundamental part of their daily life.
The Japanese, eager for years to westernize their consumption habits, turned to coffee in the 1990s, emphasizing their obsession with buying value-added products to bet from scratch on specialty coffees. Another of the great stabilizers of the rising sun is the overtaking of “foreigners.”
And above all, with its stamp of identity, because in any country in the world foreign products are adapted to the tastes of indigenous peoples, in the case of the Japanese, this practice was taken seriously, by the reform architects conscientiously advanced on all foreign proposals, always focusing on the Japanese consumer and Japanese style.
The coffee from the cafes, from hot to iced, is served in all versions with very different flavors, which, without a doubt, brings a cup of coffee to a Japanese consumer.
The stabilization of this product is excellent, which has led some manufacturing countries to adopt their specialty coffee product to satisfy the Japanese market. Brazil, for example, grows and processes large quantities of natural arabica for Japan, where it is fundamental in the manufacture of grain alloys;
In the case of Ethiopia, Jimma, Harrah, Yirgacheff, Sidamo and Matahari Cafe are highly valued by the Japanese palate, with a specific agricultural product for this destination;
Guatemala does the same with a significant part of ancient Guatemala or Indonesia, where many essential players in the Japanese coffee industry have made significant investments in the production of cereals to control the best properties.
In a way, we can say that Japanese demand for coffee also affects the institution of the international market for this product, hence the Japanese industry’s willingness to pay for quality coffee and its willingness to pay.
They do not hesitate to satisfy this important customer, who is also common in electronic coffee auctions, where they generally win bids and register bids. For example, last May, Geisha coffee from Japanese company Maruyama Coffee Finca El Manzano (Santa Ana) was paid $ 55 and $ 10 a pound, the El Salvador Cup of Excellence auction.
The demand for Japanese coffee has coincided with the increase in recent years, from 181,000 60 kg bags in 1960 to 5.3 million in 1990 and 8 million in 2016. These sizes are even more remarkable, considering that in the first half of the 20th century, most of the coffee that entered Japan had moved to other countries in Southwest Asia.
And Jen, as well as the British pound at the time, much appreciated the currencies of any trade agreement, tending to trade with this product, and their Japanese, at the time, paid little or no attention to it.
The internationalization of Japanese consumption habits and the attention of Japanese companies are determining factors to increase and consolidate the consumption of high-quality coffee, the growth of coffees, and the high use of liquid coffee. This market is ready, where the cafe has a unique character outside the house.
The first café in the country opened in 1888 in the Uno district of Tokyo and was designed in the style of 17th-century Parisian cafes. Despite the initial curiosity, the tea tradition and its millennial culture initially stopped the expansion of new premises dedicated to coffee. This situation has only changed in recent years, in favor of the opening of new businesses that have been the backbone of many Kisaten, tea and coffee shops.
If the way of doing business is varied, the chances of choice of the consumer will increase, which contributes to the notion of being a valuable product, offering numerous opportunities and adapting to all situations and needs.
Therefore, in addition to Kisaten, we find the vaccine in Japan, which has become the cafeteria in Europe and has its most significant representatives in chains, velvet dotur, and coffee, and koukaka, unique coffee establishments priced at Rs the higher the quality of services, the better. In this category, we found Starbucks, Excelsior (owned byDotur), UCC, Art Coffee, Tully, or Saja Coffee, who have created their coffee plantations in Colombia.
The evolution and expansion of cafes is a must for millions of busy Japanese people, and today they are already known as “third place.” And the Japanese space operates at the top of their scale of values and generally has considerable work and study time, which makes the workplace a second after their home, where they sleep less.
From offices or schools, they go to cafeterias, where they spend most of their time. There they spend many hours alone, working, reading, and sleeping… It is also described as being far from one place to another in Tokyo, and many Japanese prefer to spend time enjoying the cafeteria and other activities.
As a result, the catering businessmen of this country were able to create thematic cafeterias adapted to the tastes and tastes of their fellow citizens. Cafeterias based on animated characters; Organizations where you can enjoy a cup of coffee around the cats; In addition to robots, characters from Dragon Ball …
It is the most old face of the Japanese coffee restaurant. While it certainly deserves a visit, at least interesting, they have little to do with the atmosphere of the business, which is unique in this product.
In 1996 Starbucks landed in the country, but until 2015, when it opened Tokyo Blue Bottle Coffee, the chain that led the avant-garde of Third Wave coffee on the West Coast of the United States experienced a significant revolution. In this type of business proposal, it created local competition and triggered a new coffee culture with high potential among the younger generations.
In these databases, you will find menus of cafes from professional baristas, authentic obsessed coffees, of international renown, and, above all, for the expertise of the latte art technique, the source, mixes, and multiple preparation options. Very low on Kissaten, Teacake, and Koukakaku, they can offer you a cappuccino without the perfect latte art design in the cup!
These baristas, as well as the art of latte, are also experts in filtering preparations, much appreciated by the Japanese. Although the existence of espresso machines is shared in cafes, the truth is that indigenous peoples do not use them in large quantities, and the infusion made in V60, Chemex, or Plunger is in high demand.
As a basis for these preparations, coffees from Ethiopia, Guatemala, Costa Rica, Sumatra, Indonesia, and Colombia, as well as washed Vietnam, beverages from the French Caribbean.
The mini price of a cup of coffee in Japan is costly not only in our country but also in the United States or Germany. The average price range is only 500 yen (3.80 € / cup). In some Koukakaku, the cup reaches 1000 yen (about € 7.75).
Silver coffee, canned
If cafes are ranked third, there are more than 5 million coffee vending machines in Japan, as well as the increasingly popular service of cafes, where Japanese people can eat coffee when they want and where they want. The main product of vending machines is canned coffee, already prepared and ready to drink, and its consumption represents 20% of total sales (data from April 2015).
According to the Japanese Coffee Association, the average use of canned food in Japan is, on average, 100 cans per year, and new varieties of these coffees are released every year, including some of the flavors revisited. Canned iced coffee is one of the Japanese favorites of the summer.
It can be purchased at the same vending machines that sell hot cans, thanks to a system that uses hot air created by the cooling system to heat other drinks, thereby saving electricity.
Although the price of one of these canned coffees depends on the type, it is usually between 120 and 150 yen. One of the longest beverages is 250 ml. There are also coffees in bottle-shaped cans with screw caps between 285 ml and 400 ml. This type of packaging is mostly used for high-quality coffees.
Another characteristic of coffee in Japan is the involvement of a large number of players in the roasting link of this product. It’s estimated that there are more than 3,000 micro-rotors in the country, decision-makers in the distribution of diversified coffee and the most prominent promoters of coffee consumption.
Specializing in neighborhood hospitality, its range of operations is generally limited to its immediate surroundings, while home-coffee supplies are usually from large roasters, UCC Ushima Coffee, Key Coffee, Art Coffee, Tokyo Allied, and Unicorn, who distribute coffee nationwide and have a significant market share.
In terms of production, these chains adopt the same strategies in favor of quality, while in other countries, there are undeniable examples of specialty coffees on the shelves.
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