![]() “Tokyo is one of the most epicurean cities worldwide, and enjoys a unique mix between the European and Japanese tradition in food and beverage culture. ![]() In the last few years, Nespresso has increased brand presence in response to growing consumer demand. Similar to other Asian markets, the Japanese market boutique network has developed through the Nespresso Boutique-In-Shop concept. Nespresso currently has 19 boutiques in Japan, including a new flagship in Tokyo opened on 4th April and a standalone boutique in Osaka that opened in 2011. Nespresso is leading the way with the investments it has made in this sector since it first came to Japan in 1986,” explained Loïc Réthoré, Market Director of Nespresso Japan. Recently, the portioned coffee category has experienced rapid growth as Japanese consumers increasingly look to upgrade their in-home coffee solution. “In fact, Japan, has a deeply rooted coffee culture since the 19th century. ![]() In Japan, the new flagship in Tokyo underlines a commitment to an established market that has experienced major upswing in recent years. Tokyo flagship enhances brand experience in a strong market “A key to this is the importance of understanding local coffee drinking habits while preserving brand essence and quality.” “With over 30 Nespresso boutiques throughout our Asian markets, we are dedicated to nurturing the growing coffee culture there, enabling consumers to embrace the brand and the Nespresso experience,” said Roland Tschanz, Regional Business Head Zone AOA at Nestlé Nespresso SA. When Nespresso opened the doors of its new flagship boutique in Tokyo this April, the company took another step in strengthening its commitment to a rapidly growing customer base not only in Japan but in the region as a whole.Įast Asian culture is traditionally infused with tea, but coffee has become an increasingly popular beverage throughout Asia as countries see increased prosperity and strong growth in consumers’ affinity for lifestyle brands. New boutiques in Asia reflect growing consumer demand ![]()
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