The coffee shop pays more attention to the experience, from baking to brewing, let you do it yourself.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

From the popularity of instant coffee in the 19th century to the concept that "coffee shop is the third space" put forward by Starbucks at the end of last century, people have ushered in the third wave of coffee industry. Boutique coffee is becoming more and more popular, and one sign is budding: coffee shops are paying more and more attention to experience, and consumers are no longer just walking into the store for a cup of coffee. From bean selection, bean grinding to hand flushing, coffee shops try to package and sell all the coffee experiences to consumers to attract more customers.

In Japan, the number of experiential coffee shops is increasing rapidly. Recently, Home, a coffee shop that is about to open in Osaka, focuses on the experience of "roasting coffee beans"-a coffee shop that rents bean grinders and roasters, targeting consumers who are interested in coffee beans but cannot afford the high cost of baking them at home. Home's roaster costs 4000 yen an hour, and the store also offers coffee bean sales, coffee bean baking training and other services.

The store is not only satisfied with coffee bean baking training, but also wants to build a comprehensive social area-so they also plan to work with some lifestyle brands. Offline activities with premium hand coffee utensils brand Kinto, yoga brand lululemon and cocoa bean brand Minimal will also be held in the store with coffee roasting in the future.

Photo Source: Hoop

Photo Source: Hoop

Photo Source: Hoop

Although this is the first time the concept of shared coffee roaster has been introduced, there have been more and more experiential hand-made coffee shops in Japan since last year.

Minedrip, a former coffee bean retailer in Shinjuku, opened a store that lets consumers act as baristas (you can no longer blame baristas for undesirable coffee) in order to give consumers a better experience of different varieties and roasting levels of coffee. At the same time, the store also provides experiential services such as hand training.

Minedrip Coffee

Minedrip coffee

The differences between coffee shops and other shops of a different nature are becoming blurred. It no longer meets only social needs, reading, painting, shopping, sleep and other functions are realized in the new coffee shop.

A stationery coffee shop in Tokyo is particularly popular with stationery and painting lovers. The store offers a variety of stationery, professional brushes and drawing books for customers to doodle on their own-and customer graffiti has become the store's biggest selling point, and you can always be amazed by a past painting on a page.

Customer work. Photo source: Weibo user Sasori- Guizi

Customer work. Photo source: Weibo user Sasori- Guizi

Book and Bed Tokyo, a Japanese "online celebrity" coffee shop, is even harder to define-it is both a bookstore, a coffee shop and a youth hostel where people can rest, read and have a cup of coffee. The distinction between different functions has become blurred, making consumers more willing to spend in the store. Now this novel store has opened branches in Kyoto and Fukuoka and is expanding.

Book and bed tokyo

Book and bed tokyo

Many brands begin to package the consumer experience in order to sell goods, as does the new era expansion of coffee shops. Whether it's experiencing coffee-related grinding, roasting and hand-washing, or blurred integrated coffee shops, coffee shops in the future may become more interesting and diverse-this spatial innovation itself can bring attention and passenger flow through experiential marketing. it is also in line with the consumption trend of today's young people's lifestyle.