【コピ】 日本進出の韓国コーヒーチェーン、人気の理由は大容量＆低価格＝韓国ネット「コスパは正義」
Korean coffee chains entering Japan are achieving immense popularity by offering large portions at low prices.
This strategy has been enthusiastically welcomed by Korean netizens, who declare "cost-effectiveness is justice."
This trend is expected to bring a fresh and dynamic change to Japan's cafe market.
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Large Volume & Low Price Strategy
The Large Volume & Low Price Strategy is a business model that stimulates consumer purchasing desire by offering products or services in larger sizes or quantities than the market norm, but at lower prices. This strategy strongly appeals to younger generations and price-sensitive consumers, aligning with the modern consumption trend that emphasizes "value for money." While commonly seen in the fast-food industry and private label products of mass retailers, in the cafe industry, it uniquely offers a satisfying experience per cup while providing an affordable option for daily use.
The success of Korean coffee chains in Japan is largely due to the highly effective functioning of this strategy. For example, while regular-sized coffees in traditional Japanese cafes are typically around 300ml, Korean chains often offer sizes exceeding 500ml for an affordable price in the 300-yen range. This provides consumers with a significant sense of value, particularly for students and business professionals who habitually drink coffee multiple times a day, offering an attractive option to consume caffeine without a heavy financial burden. By combining this with colorful, SNS-worthy drinks and seasonal menus, they are not only leveraging low prices but also penetrating youth culture.
The success of this strategy is bringing new competition to the Japanese cafe market. Existing major cafe chains and independently owned cafes may be forced to re-evaluate their pricing, serving sizes, and promotional strategies, which is expected to create more diverse choices and service opportunities for consumers.
Kopi (Korean Cafe Culture)
"Kopi" (커피) means "coffee" in Korean and carries deep socio-cultural significance beyond just a beverage. Korean cafe culture has evolved uniquely, distinct from Japan's kissaten culture or Western cafe culture. Since the 1990s, amid rapid economic growth and urbanization, cafes have become an indispensable part of daily life, serving as places for friends to socialize, business meetings, studying, working, and dating, beyond mere eating and drinking establishments. For young people especially, they are spaces to express fashion and lifestyle, and crucial spots for taking "Instagrammable" photos.
Korean cafes are characterized by diverse concepts and interiors. From minimalist designs to vintage-inspired spaces and open terraces that capture abundant natural light, each store creates its unique atmosphere to attract customers. The menus are also rich, offering not only coffee but a wide variety of flavored lattes, smoothies, desserts, and light meals, with their diversity standing out even when compared to Japanese cafes. Furthermore, many cafes in Korea operate until late at night, making active use of evening hours common.
In recent years, as the global popularity of Korean culture, including K-pop and K-dramas, has risen, Korean cafe culture has also garnered international attention. In Japan, more young people are engaging in "Korean cafe hopping" (渡韓ごっこ) and expressing a desire for Korean-style cafe experiences. This background has bolstered the expansion of large-volume, low-price Korean coffee chains like COMPOSE COFFEE and Mega Coffee into Japan, contributing to their success. They are not merely selling coffee but bringing a part of Korea's vibrant cafe culture to Japan.
Intensifying Competition in Japan's Cafe Market
For many years, Japan's cafe market was shared by major chains like Starbucks, Doutor Coffee, and Tully's Coffee, with independently owned kissaten providing locally rooted services. However, in recent years, this market environment has dramatically changed, and competition has intensified. There are several contributing factors to this.
Firstly, the widespread adoption of high-quality, low-priced "convenience store coffee" offered by various convenience store chains. These coffees, provided by Seven-Eleven, Lawson, and FamilyMart, have attracted many daily coffee drinkers due to their ease and cost-performance, significantly impacting the existing cafe market. Secondly, the increase in specialty coffee shops and independent cafes with unique concepts has also accelerated market diversification and competition. Consumers' knowledge and preferences for coffee have deepened, leading to a stronger demand for higher quality and more specific coffee, beyond mere caffeine intake, focusing on bean types, brewing methods, and sustainability.
And now, the entry of Korean large-volume, low-price coffee chains, as mentioned in this article, is bringing a new phase to this competition. These chains are capturing the hearts of particularly younger generations with a clear differentiation strategy of "large volume" and "low price" that is not found in existing Japanese cafes. Their business model has the potential to not only spark price competition among existing Japanese chains but also force a redefinition of value. The increase in demand for takeout and delivery during the COVID-19 pandemic has also led consumers to seek more flexible options. These complex factors intertwined are driving the Japanese cafe market towards an increasingly diversified consumer need and intensified service competition.