How do Japanese consumers define quality in coffee? What can we learn from the fact they overwhelmingly drink drip coffee? Why is coffee in Japan usually seen as a ‘switching off’ moment, rather than a morning boost?
Cultural mapping gave us our insight into Japan’s coffee space. We looked at its moments and key touch points, its aesthetics and vocabulary, and how broader cultural and social shifts have affected its evolution. But we also looked beyond the coffee category: elements drawn from tea culture, definitions of good food, and the changes in consumers’ relationship with spaces away from home and work.
- Consumer insight
- Semiotics (cultural mapping)
- Communication strategy
- Design and execution (visual language and vocabulary; creative brief for agencies)