Magazine B No.92: % Arabica
% Arabica (hereafter referred to as Arabica) is a coffee brand that was started in a small cafe in Hong Kong by founder Kenneth Shoji in 2013. The following year, it opened a global flagship store in Kyoto, Japan, and with the vision of ‘See the world through coffee’, it entered major cities around the world, including New York and London, as well as Asia and the Middle East. 10 years after its launch, 130 stores have been opened. The %-shaped symbol and store design, which are well known as the brand’s symbol, contain a Japanese minimalistic attitude that boldly removes unnecessary things, and the location strategy located in symbolic places in each city and thorough coffee quality control system make Arabica a global franchise brand.