☕ How Nestlé “grew” a nation of coffee lovers in Japan

In the 1970s, Nestlé wanted to conquer the Japanese coffee market — but hit a surprise wall.
People liked the taste of coffee, yet barely bought it — Japan was a tea-drinking culture.

So Nestlé pulled a genius move that feels like a social experiment:
they started selling coffee-flavored candy.
Kids got used to the taste, and when they grew up — they naturally started drinking coffee.

Fast-forward: Japan is now one of the largest coffee markets in Asia, and the average Japanese person drinks the equivalent of ~280 espressos a year!

A candy strategy turned a tea nation into coffee lovers.

🔥 — if this was interesting!

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