B Magazine #92 % Arabica

B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, b not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

In 2013, Kenneth Shoji started coffee brand % Arabica as a small café in Hong Kong. Then, in 2014, the brand opened a global flagship store in Kyoto, Japan, under its "See the world through coffee" motto. One decade later, there are now more than 130 % Arabica stores all across Asia, the Middle East, and in major cities like New York City and London.

The striking % logo and store design capture the spirit of Japanese minimalism, which advocates for the purging of unnecessary things. Indeed, the brand’s strategic location selection in iconic places coupled with its coffee quality control system are seen as qualities that helped % Arabica quickly become a rising global franchise.

% Arabica’s target customers are cosmopolitan. I thought our café should be in a location that our global trotting customers found interesting, which is why we opened our global flagship store in Arashiyama, Kyoto. We never open a café in a place where there is nothing impressive.

When it comes to the daily life vibe, the café space usually focuses on creating comfortable, home-like place so that customers can stay long. % Arabica, however, somewhat intentionally creates non-daily elements with an aim to facilitate revisits or leave a specific impression on customers. In other words, the specialty coffee brand clearly shows where to focus in terms of the appropriate length of stay.