NO COFFEE brings Fukuoka's coffee culture to HK with pop-up store

Japanese coffee brand NO COFFEE is set to launch a pop-up coffee store at local hotel EAST Hong Kong hotel, introducing Fukuoka’s distinct coffee culture to the city. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from EAST said that the pop-up aims to deliver a unique coffee experience that goes beyond traditional café offerings by integrating coffee culture, lifestyle, and community, while centering on NO COFFEE's brand ethos: “life with good coffee,” and resonating with EAST Hong Kong's brand concept of nurturing and achieving different possibilities at its hotel.

Running from 1 September to 30 November, the pop-up will be designed as an Instagram-friendly space for coffee enthusiasts, featuring NO COFFEE branding elements including its signature dog mascot, No Kun. Targetting coffee enthusiasts, lifestyle consumers, and individuals interested in unique dining experiences, the setup is intended to create an immersive experience that brings the brand’s identity to life.

To mark the launch, NO COFFEE will host a coffee rave party at Domain on 7 September. The event will feature an appearance by the brand’s founder, Shinsuke Sato, alongside live music from DJ Seth Seth Gutierrez to foster a lively atmosphere. Attendees also stand a chance to get an exclusive NO COFFEE Jagua tattoo from TattooSays. The venue will be revealed exclusively to ticket holders, priced at HK$180, which includes one NO COFFEE specialty drink. The coffee rave party also appeals to a younger demographic interested in trendy and Instagrammable experiences, according to the spokesperson.

To further engage audiences, NO COFFEE will release a range of exclusive NO COFFEE X EAST merchandise, including T-shirts, coffee drip bags, and coffee beans. Guests dining at any of EAST Hong Kong’s outlets - FEAST, Domain, or Sugar - and hotel residents will be eligible for a 15% discount on all merchandise.

To expand its reach, NO COFFEE is utilising social media platforms, press releases, collaborations with influencers such as DJ Gutierrez and TattooSays, and partnerships with lifestyle publications.

In terms of measuring return on investment (ROI) from these efforts, the spokesperson explained that success will be tracked using metrics including coffee rave party ticket sales, merchandise sales, social media engagement, and foot traffic to the pop-up store.

Shinsuke Sato, founder of NO COFFEE, said: “We’re excited to bring NO COFFEE to Hong Kong. This pop-up at EAST Hong Kong is a great chance for people to experience our unique take on coffee and lifestyle. We’ll be serving our signature Black Latte and exclusive drinks created for this collaboration, along with a selection of lifestyle products that reflect our brand.”

Eddie Pang, director of restaurants and bars, EAST Hong Kong, said: “Collaborating with NO COFFEE allows me to blend my love for fashion with our culinary vision. I believe that dining is more than just a meal; it's an experience that engages all senses. This partnership captures the essence of lifestyle trends, where food, design, and passion intersect. I’m excited to create a space that not only delights the palate but also inspires our guests through unique merchandise and a stylish ambiance.”

Don't miss: EAST Hong Kong and Wallace Stores unveil ‘dreamer’ pop-up experience

Back in June, EAST Hong Kong hotel partnered with local men’s archive fashion designer label Wallace Stores to launch a pop-up experience themed around “dreamer". The partnership aimed to redefine hotel experiences by transforming the hotel into a vibrant fashion archive that celebrates creativity and cultural expression through curated collaborations with local designers and artists.

A spokesperson from EAST told MARKETING-INTERACTIVE that partnering with Wallace Stores allowed the hotel to fuse fashion, culture, and sustainability, creating a unique hotel experience that aligned with the brand's concept of "Arrive at a different place". "We also wish to collaborate with local artists to nurture and achieve different possibilities at our hotel," the spokesperson added. 

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