Last Updated on September 22, 2023 by Vlad
Starbucks is one of the most popular coffee chains in the world, but it is especially popular in Japan. Starbucks has achieved unparalleled success in Japan, captivating Japanese consumers despite the terrible quality of its coffee. In this post, we delve into the reasons behind Starbucks’ popularity in Japan (which is the world’s 2nd largest coffee consumer market by the way!), exploring the unique factors that have contributed to its success. It took me a good number of years to fully understand why would the world’s most demanding consumer market fall in love with such mediocre coffee chain shop as Starbucks. By understanding the cultural, social, and experiential aspects, we can shed light on why Starbucks continues to thrive in the Land of the Rising Sun.
Embracing the Third Place Culture
Starbucks has successfully embraced the concept of the “third place” in Japanese society. In a country where personal spaces are limited, Starbucks provides a comfortable and welcoming environment for individuals to relax, socialize, and work. The ambiance, free Wi-Fi, and availability of power outlets make it an appealing space for individuals, students, remote workers, and social gatherings, creating a sense of community that extends beyond the quality of the coffee. It is not uncommon for people to spend hours sitting down doing homework, or reading a book or a newspaper, or chatting with friends, while enjoying a single cup of coffee without being annoyed by the store assistant if you would like anything else.
Symbol of Western (American) Modernity
Starbucks represents a symbol of Western, or to be more precise American, modernity and sophistication for Japanese consumers. With its global brand recognition and association with American culture, Starbucks has positioned itself as a trendsetter and a status symbol. The act of carrying a Starbucks cup has become a fashion statement and a way for individuals to express their cosmopolitan lifestyles. Japanese people love Western brands, and Starbucks is sadly no exception. Being seeing in a Starbucks store is a big thing in Japan.
Consistency and Reliability
One aspect that resonates with Japanese consumers is the consistency and reliability of Starbucks. While coffee quality is terrible to this coffee-loving Aussie, Starbucks offers a standardised experience across its stores. This uniformity reassures consumers who value predictability and trust in the brand. Japanese customers appreciate the familiarity and reliability that Starbucks provides, creating a sense of comfort in their daily routines.
Marketing and Localisation Strategies
Starbucks has successfully localised its offerings in Japan, adapting to the preferences and tastes of the local market. By incorporating Japanese flavours and seasonal themes into their menu items, Starbucks creates a sense of exclusivity and excitement for consumers. Limited edition drinks, collaborations with local artists, and Japan-inspired merchandise further enhance the appeal and desirability of the Starbucks experience. The company has also run very effective advertising campaigns, and it has built a strong brand image.
Stores are everywhere
You can’t go far without walking past a Starbucks store. They are at your major train stations, department stores, and in all trendy locations. This is especially true in the larger Japanese cities. Wherever you go, there is a Starbucks store.
Customer Experience and Service
Starbucks places a strong emphasis on customer experience and service, which resonates well with the Japanese culture of hospitality and attention to detail. The friendly and attentive baristas, coupled with the welcoming atmosphere of Starbucks stores, create a positive interaction for customers. The personalised touch of writing customers’ names on their cups adds an element of warmth and connection, making the experience memorable and enjoyable.
Social Media and Influencer Culture
The rise of social media and influencer culture has played a significant role in the popularity of Starbucks in Japan. Instagram-worthy drinks and aesthetically pleasing store designs make Starbucks an ideal backdrop for capturing and sharing moments. The trend of sharing Starbucks experiences on social media platforms has further fuelled its popularity and attracted a younger audience.
Adaptation to Japanese Cultural Norms
Starbucks has made efforts to adapt to Japanese cultural norms and etiquette. The introduction of smaller cup sizes and a range of non-coffee beverages caters to the preferences of Japanese consumers, who often prefer milder and less-sweeter flavours. By understanding and accommodating local customs, Starbucks has successfully ingrained itself into the daily lives of Japanese consumers.
Starbucks alternatives
If you are like me and think that Starbucks (and American) coffee is just warm milk and shouldn’t even be called coffee, the good news is that there are more and more coffee shops selling a proper cup of coffee (you know, Melbourne-style quality coffee). This is especially true in Tokyo, Yokohama, and Osaka. While these places are more expensive than Starbucks, they certainly provide a high quality coffee that Starbucks will never match.
Starbucks main competitor, Tully’s provides a far more better quality coffee. Try and you will see.
To sum it all up
While the quality of coffee is terrible, Starbucks’ popularity in Japan transcends the traditional expectations of a coffee shop. Through its emphasis on American culture, modernity, consistency, localisation, customer experience, and adaptation to cultural norms, Starbucks has carved a unique niche in the hearts of Japanese consumers. In particular, it serves as a social space, a symbol of Western modernity, and an experience that goes beyond the beverage itself.