Bacha Coffee is set to expand into Japan during the first half of this year through a franchise agreement with local railway conglomerate The Kokyu Group. The first store is set to open in Tokyo’s shopping district Ginza. Inside Retail connected with Bacha Coffee to discuss the company’s strategic expansion in Japan and its vision for the market. Inside Retail: What inspired Bacha Coffee to expand to Japan? What does Japan represent for Bacha Coffee in terms of global brand posit
positioning?
Maranda Barnes: Bacha Coffee is a brand with a global appeal, a reference for coffee lovers around the globe. It was a natural decision to open in Japan, as we also plan to launch in all other major capital cities by 2030. Over the years, we have also consistently observed a strong appreciation for Bacha Coffee from Japanese customers across our global locations and online boutique. Coupled with Japan’s deep cultural appreciation for heritage brands, as well as craftsmanship, gifting, and a passion for specialty beverages, these factors give us great confidence that now is the right time to bring the full Bacha Coffee experience to Japan, to further captivate new Japanese customers.
IR: How important is the tourist market in your Japan strategy?
MB: Japan attracts travellers from all over the world, especially in recent years, with more than 30 million tourists having visited the country last year alone, highlighting a valuable opportunity to introduce Bacha Coffee to a broader international audience.
While our primary focus is the domestic Japanese market, our first store in the country is strategically located in Ginza, Tokyo’s most celebrated shopping district, in order to also serve as a touchpoint for tourists to explore our brand.
IR: What will be the key criteria in selecting new locations?
MB: Bacha Coffee prioritises proximity to iconic landmarks in major cities. These prestigious sites project a sense of luxury and sophistication, perfectly aligning with Bacha Coffee’s commitment to providing an exceptional and upscale experience. This strategy also aligns with our ambition to strengthen our presence as a global brand that’s well poised to appeal to a diverse international clientele.
IR: What challenges do you foresee in entering the Japanese market?
MB: Japan is certainly an exciting market! It already has a deep-seated coffee culture and appreciation for fine foods and drinks. It is a saturated market, but we are well placed as we have a very unique offering, with, among other things, a range of more than 200 meticulously sourced 100 per cent Arabica coffees from 35 countries around the world and gourmet experiences will deliver endless possibilities for new coffee explorations.
IR: Beyond physical stores, will there be an e-commerce component to your Japan strategy?
MB: Bacha Coffee is already available in Japan through our online boutique. Customers in Japan can continue to purchase their favourite coffees via e-commerce and enjoy a cup of slow coffee from the comfort of their homes.
IR: Japan is known for its coffee culture and appreciation for quality. How does Bacha Coffee plan to cater to local tastes while preserving its heritage brand identity?
MB: There is a natural synergy between Bacha Coffee and the emphasis on quality and care that is synonymous with Japanese craftsmanship. We take pride in our focus on 100 per cent Arabica coffees and in offering the best quality, range and taste. The Bacha Coffee Room concept is another beautiful expression of our rich heritage dating back to 1910, Marrakech. Customers who step into Bacha Coffee find themselves transported to another world, meeting a demand for memorable experiences to suit all occasions. Beyond that, the expertise and service of our knowledgeable Coffee Masters ensures that every customer enjoys a bespoke experience. There are also exciting plans to develop region-exclusive highlights inspired by local preferences.
IR: What are your long-term goals for Bacha Coffee in Japan?
MB: We hope to expand across Japan in cities such as Osaka and Kyoto, opening around 40 stores in the country in the next three to five years.
Further reading: Bacha Coffee bets big on global expansion, more new markets to come.