This document outlines the history and development of Japan's coffee industry landscape from the 1970s to the present. It began with small, local cafes in the 1970s-1980s as the first wave. The second wave in the 1990s saw the rise of espresso drinkers and Seattle-style cafes. The third wave from the 2000s onward brought artisanal coffee roasters and hand brewers with coffee becoming more individualized. Major companies like Starbucks and McDonald's also expanded in Japan during this period.

1. JAPANESECAFECULTURELANDSCAPE
4
Japan
Modernized
Blue Bottle
Low cost
ism
Take out
Availability
Mr.
Donut
McCafe
Ko-hi-Kan
COFFEE INDUSTRY INSIGHT
1970’s 1980’s 1990’s 2000’s 2010’s
Small
Business
The 1st wave
Old School
Taste
Small
business
Cafe & bar
DOUTOR
Renoir
Veloce
Tsubakiya
Ueshima
Italian
Tomato
Lifestyle/Atmosphere
With meal
Business use Oslo
The 3rd wave
Hand brewers
St-Marc
MacDonald’s 1st store
Rental Drip Machine
2nd Wave
Seattle espresso style
From community
to individual use
Krispy
Kreme
Komeda
Sweets
lovers
Maruyama
3rd wave
Booming
1st Wave
Mass production
Jazz
Cafe
Game
Cafe Made
Cafe
Amusement
Online
Cafe
Starbucks
Tully’s
Excelsior
Segafredo
The 2nd wave
Espresso drinkers