Starbucks, originally from Seattle, successfully expanded into Japan in 1996, overcoming strong local coffee traditions by respecting and adapting to Japanese culture. Partnering with Sazaby League, they modified their offerings, including introducing a short size cup and matcha tea. Their strategy focused on understanding local preferences instead of imposing their business model. This approach has led to Starbucks operating over 1,800 stores in Japan by September 2024, highlighting the significance of cultural sensitivity in international business endeavors.
To open its first Japanese store, Starbucks joined forces with Sazaby League, a successful Japanese retailer that knew how to operate in Tokyo.
Starbucks took inspiration from atmospheric coffeehouses of Italy, which were largely missing in the U.S. before Howard Schultz joined in 1982.
Starbucks decided to respect the Japanese culture and adapt to it, rather than force its foreign business model on the population.
About a hundred people waited in line to try the first Tokyo Starbucks on opening day, marking a crucial entry into Japan's coffee culture.
Collection
[
|
...
]