By the 1970s, most of the world was enjoying their daily caffeine fix, except for Japan.  

Japan was a tea-loving country, but Nestlé was determined to change this. 

However, coffee consumption just wasn’t a part of the strong Japanese culture, and Nestlé’s ambition seemed DOA.

Unrelenting and armed with a strategy for this war on tea, Nestlé brewed a plan to conquer the hearts and cups of the Japanese.

The solution? Simple, smart, and sweet – bring on the desserts!

By introducing coffee-flavoured cakes, toffees, and ice-creams to the country’s children (all instant hits!), Nestlé successfully baptized the first generation of coffee-loving adults.

Last year, Japan spent $1.2 billion to import 500,000 tons of coffee with Nestlé being the market-share leader in sales.

Neither the Japanese coffee market nor Rome was built in a day.