Japan is slowly shying out of the tea culture becoming coffee crave
According to the recent report by Global Data, ‘Japan Hot drinks – Market Assessment and Forecasts to 2025’, the hot coffee category is to register the 4.2 percent increase during 2020–2025 whereas hot tea is expected by 3.1 percent during the same period. The country’s coffee market is projected to show a significant increase by 3.8 percent from US$20.1bn in 2020 to US$27.2bn.
A Japanese person had spent US$118.6 in 2015 on average which grew to US$160.2 in 2020 according to the study. The forecast is formulating the per capita expenditure of hot drinks in Japan to grow US$222.1 by 2025.
Major international coffee companies seem to be the main players by introducing the coffee culture to the country. Coffee traders are now well aware of good cupping from highly valued regions like Kona, Jamaica Blue Mountain, Yirga Cheffe and Sidama instead of importing South East Asian Robusta as a whole. UCC Ueshima Coffee Co Ltd and Nescafe were the leading brands in 2020 as third wave coffee culture is slowly but surely penetrates the drinking habits of the youth in major cities like Tokyo. Japan is the land of innovations and start-ups where the future relies on the highly competitive and booming home brewing market.
However Japanese tea culture is still intact due to its cultural essence. Hot tea consumption is mainly preferred at kissa, tea stands, or at off-trade entities.