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Article: As coffee comes of age in Japan, brands heed call for more focused identities.
- Article from:
- Tea & Coffee Trade Journal
- Article date:
- September 1, 1989
- Author:
CopyrightCOPYRIGHT 1989 Lockwood Trade Journal Co., Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As coffee comes of age in Japan, brands heed call for more focused identities
Near the end of the 19th century, in the midst of the Meiji era, the stirrings of a new cultural awakening began to be felt in Japan. Among one of the more unlikely items at its forefront was the, until then, primarily western drink: coffee.
Today, Japan is the third largest coffee consumer, with a complete mystique and culture surrounding the drink, one which some people have compared to tea drinking. The marketing of this culture, led at first by private Japanese coffee companies, has now attracted the attention of global package goods conglomerates such as Nestle and General ...