Starbucks made a Roastery (flagship store meant to function as an attraction) in Tokyo and, wow, do consumer-facing companies just smoke the entire tech industry in branding. I assume objective is improving perception of Starbucks as a luxury brand in Asia. Well executed.
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"I don’t even drink." How does that go over in Japan? I used to hang with a lot of east Asian international students and they always wanted to go drinking. Even the tiny petite Japanese (and especially Korean) girls could drink me under the table.
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It’s a bit of a weird lifestyle choice, particularly back when I was a salaryman, but far from weirdest thing about me. (I’m not 100% teetotaler these days but was then, and navigating that was tricky but not impossible.)
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Where in Tokyo is this?
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Nakameguro / Aobadai.
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You weren’t lying, the cold brew is absolutely unbelievablepic.twitter.com/djO4Okaqmi
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Seeing your picture I can see they use Italian (prob in the roasting method) but also in the branding. This is proper target market research, since in Japan, Italian craftsmanship is highly valued.
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Not just Asia. Starbucks Reserves are also in Seattle, NYC, Milan and (soon) Chicago. And totally agree on branding —> DTC companies have some of the most brilliant branding too IMHO. Selling aspirational self/lifestyle vs functionality.
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also Shanghai, the biggest one in the world!
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Ow look
@jrglrdo
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