For some reason, few people know about the %Arabica coffee chain, even though it confidently claims the title of “the Apple Store of coffee shops.” And it’s not just about the taste of the coffee — the entire brand philosophy plays a role.
Brand History
%Arabica (or simply “%”) was founded in 2013 by Japanese entrepreneur Kenneth Shoji. The first store opened in Hong Kong, while the flagship café is in Kyoto. Over ten years, the brand has grown into an international network, now encompassing over 230 coffee shops worldwide.
Minimalism and Ritual
The numbers are impressive, but the essence of %Arabica isn’t scale. The brand’s core value lies in its unique atmosphere. White walls, clean interior lines, signature espresso machines custom-built in Seattle, and coffee roasted no longer than 72 hours ago — here, every cup becomes a small ritual.
%Arabica fundamentally differs from mass-market chains like Starbucks. While Starbucks made coffee accessible and everyday, %Arabica restores its ceremonial status — an intimate, aesthetic moment in the rhythm of the big city.
The American Market
In the U.S., the chain is still modestly represented: just five locations. Four are in New York (DUMBO, Nolita, and two in Midtown), and the fifth is in Los Angeles, at The Grove shopping center.
I recently visited the Prince Street location in Nolita — and I can confirm: the brand really impresses. The atmosphere, details, and visual identity all work together to create a cohesive experience.
Coffee as a Lifestyle
%Arabica sells not only coffee but also a philosophy. At its core are Japanese minimalism and the aesthetics of travel. On social media, it works perfectly: “I was at %Arabica” = “I am part of a global community.”