It’s quite a recent occurrence to see people briskly walking about with a cup of morning Joe in their hands. Starbucks started its Japanese operations a little over a decade ago, and since then numerous Seattle style cafés opened up everywhere in Japan. Their signature style of comfortable sofas, open spaces, friendly staff, and endless combinable drink menus became an instant hit. You often see students, young professionals, dressed-up OLs (office ladies), design-minded people, and executive types in these spacious cafés. But where are the good ol’ salarymen? Well, they have their own favorite caffeine fix.
Canned coffees (yes, coffee that comes in a can) has been available in Japan for about half of a century. Thanks to numerous convenience stores and ubiquitous street-edge vending machines, canned coffee makes up thirty percent of all non-alcoholic drinks sold in Japan. They are readily available and offer a surprising number of different flavors, bean choices, and celebrity endorsements.
Canned coffee is cheaper than a cup of Joe at local cafe. They are normally 120yen, though you can buy “Premium” varities at a bargain rate of 130 to 140yen. There are both cold and hot types available. (Yes, you can buy a hot drink from an outdoor vending machine.)
They used to be relatively sweet and many had milk in them. In fact, the original canned coffee (which is believed to be UCC’s Canned Coffee with Milk) was more like a sweet café au lait.
The recent trend shows that more people, especially the older generations, are conscious about their weight and health in general. To meet their needs, many beverage companies have developed sugarless canned coffees (black or espresso kind).
Love for these canned espresso wonders is strong among Japanese businessmen. When they go down to buy their lunch at the nearest convenience store, they grab a few canned coffees to fight the doziness that typically haunts them after lunch. They are busy and don’t have enough time to walk over to a busy café and order a fresh cup of coffee. Besides, they would rather spend their allowance on something other than a gourmet cup of coffee. Also, what do they do when all the cafés are closed? Let’s say around 10pm, when they are still at the office staring at the computer monitor? Of course, canned coffee to the rescue!
The canned brew has energized Japanese society a lot longer than Western style cafés have. It’s no exaggeration to say it is one of the pillars that support the Japanese work ethic.
Next time you’re in Japan and feel a little low on energy, just grab a can of Joe and you’ll be ready to go!
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