How Nestlé Helped Japan Fall in Love with Coffee

—a surprising story of taste, timing, and a very patient brand

You’d never guess it walking through a Japanese convenience store or standing in front of one of the country’s famous vending machines—but coffee wasn’t always a thing here.

I live in Japan now and drink coffee daily, but this wasn’t the norm a few decades ago. Back in the day—before the 1970s—coffee was more of an exotic luxury than a comforting daily ritual. Green tea reigned supreme in homes, temples, and cafés. Coffee? It had no emotional pull. No memories. No story.

That’s where Nestlé came in.

The Long Game

Nestlé, the Swiss company behind Nescafé, saw something others didn’t. In the 1970s, they decided to introduce their instant coffee to the Japanese market. But early on, it didn’t click. Despite their efforts, people weren’t buying it—not in large numbers anyway.

And it wasn’t because the product was bad.

The real issue? Emotional connection.

Japanese people simply didn’t grow up with coffee. No one had fond childhood memories of parents sipping it on slow Sunday mornings. Coffee didn’t live in the heart the way tea did.

So Nestlé did something both bold and brilliant.

They started giving kids coffee-flavored candy. Yep—candy. The idea was simple: create positive childhood experiences around the taste of coffee. Let people grow up associating it with warmth, familiarity, and even nostalgia.

It wasn’t a campaign for tomorrow. It was a strategy for the next 20 years.

And it worked.

Fast Forward

Today, Japan is one of the most exciting and diverse coffee markets in the world. You can find canned coffee in vending machines, hand-brewed pour-overs in tiny alley cafés, and of course, Nescafé still going strong on supermarket shelves.

Coffee didn’t just get introduced—it got woven into the culture. Slowly, patiently, and cleverly.

This story really stuck with me. It reminds me that not everything has to be an overnight win. Sometimes the best things are built quietly, with patience, and with a deep understanding of people.

A Quick Note on Starbucks

People sometimes ask if Starbucks is part of Nestlé. The answer is no—Starbucks isn’t owned by Nestlé. But since 2018, Nestlé has had the global rights to sell Starbucks-branded products outside of the cafés. So if you’re buying Starbucks coffee at the grocery store, chances are Nestlé had something to do with it.

Why I Love This Story

To me, this is more than a cool marketing move. It’s a reminder that culture and taste evolve, and that if you want to create change—whether in business, art, or life—you have to think long term. Nestlé didn’t force coffee onto Japan. They introduced it in a way that felt natural over time.

It’s about listening, adapting, and being patient enough to play the long game.

That’s the kind of strategy I want to remember—both in what I create and how I live.