(Eng) MAGAZINE B ISSUE NO.92 % ARABICA
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SKU : 9791198108500
In 2013, Kenneth Shoji started coffee brand % Arabica as a small café in Hong Kong.
หมวดหมู่ : หนังสือ , English Edition , magazine , Life Style , Happy Life ,
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Coffee is widely perceived as a favorite food. This is based on the assumption that the best coffee varies depending on the taste of who is drinking it. Some say that any coffee that gives them a jolt of energy is the best while others might say a quick cup served right away from a convenience store or an automated coffee kiosk is the best. Whether it’s a slowly brewed cup at home or a blended coffee topped with rich whipped cream, coffee can be perfectly tailored to suit each individual—a unique facet and, dare I say, privilege that only exists with coffee. The multilayered aspects of coffee have gained so much attention after the so-called third wave elevated the status of coffee in the world of gastronomy. Starbucks, Nespresso, and specialty coffee brands all have a role to play here. Just as a higher level of the culinary culture of a country does not mean that street food or fast food loses value, coffee is also diversifying to better serve these different needs rather than compete for ultimate superiority.
% 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.
- Kenneth Shoji, Founder of % Arabica -
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.
- Keita Aono, Chief designer and director, no.10 -
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MAGAZINE B ISSUE NO.92 % ARABICA
LANGUAGEENGLISH
SIZE170 X 240 MM
PAGES172
DATE 2023. 02. 16.
ISBN 9791198108500
