Talking about japan cofee habit, how its builds

1. HOW
NESTLE
CHANGED
JAPANESE
FROM TEA
DRINKING
TO COFFEE
ADDICTS

2. From generations, Japan has been a Green
Tea drinking nation. Green Tea with Rice
has a long history in Japanese culture.
Coffee was brought to Japan in the 1800's
by Dutch commercial ships as a result of
commercial exchanges with other nations.
Coffee, on the other hand, did not appeal
to the Japanese for nearly a half-century.

3. After World War II, Nestle intended to
grow its market share in a new area. In
the late 1960’s vending machines in
Japan were selling canned coffee.
Nestle decided that the moment was
perfect to launch Nescafe in Japan.
Despite intensive promotion, low
pricing and the highest quality coffee,
Nestle did not make much progress
over the following 5 years.

4. Nestle employed Clotaire Rapaille.
He discovered that Japan's coffee
problem is firmly ingrained in their
society. Rapaille inquired about the
things and items that people linked
with positive childhood experiences.
However, when it came to coffee, he
received no answer. Because they
had no childhood recollections of
coffee, these Japanese never
developed an emotional attachment
to it.
Gilbert Clotaire Rapaille, known as G. Clotaire
Rapaille, is a French marketing consultant and the CEO
and Founder of Archetype Discoveries Worldwide.
Rapaille is also an author, who has published on topics
in psychology, marketing, sociology and cultural
anthropology.

5. Rapaille requested Nestle to create children's coffee treats. Sweets
are enjoyed by children from all over the world. For kids, Nestle
created caffeine-free coffee-flavored candy. Children began to link
these treats with positive experiences. Nestle reintroduced Nescafe a
decade later, and it was an instant smash because the majority of its
candy-eating population was now in the workforce.

6. Japan is now the 3rd largest importer
of coffee and Nestle leads the market
share in this new culturally imprinted
generation.