% Arabica: For the first time, we tried in Icon Siam.

We have heard the reputation of the coffee brand% Arabica for a long time. In terms of its deliciousness, the taste of coffee is very good, and it has a strong taste. We have just tried it for the first time at Icon Siam, but the queue is so long. I would like to say that if you don't have patience, you will definitely not eat it. First, I want your friends to know the history and details of this coffee. Why is it in the current trend of the most popular coffee?

% Arabica Coffee Shop (pronounced "Arabica Percentage") is a Japanese coffee brand that is very popular around the world, both with its minimalist, simple clean design and carefully selected coffee quality.

@ Background

• The founder is Kenneth Shoji or Kenneth Shoji Hasegawa, a Japanese businessman with a passion for coffee and travel.

• The% Arabica brand was first established in 2014 in Kyoto, Japan, opening its first store in Kyoto Higashiyama, a historic tourist attraction.

• The highlight is the use of coffee beans, 100% Arabica Coffee, which is known for its more mellow, fragrant and complex taste than the Robusta species.

• Before that, the founders had previously been in the business of importing coffee roasters and coffee makers from Europe, so they had a deep knowledge of making high quality coffee.

Philosophy and hallmarks

1. "See the World Through Coffee" is the brand's slogan. It represents the idea of traveling and learning the world through coffee.

2.Shop design, simple, Japanese-minimalist style, use clean white tone, distinctive% logo decoration

3. Coffee beans selected from the fields that the founders invested themselves in Hawaii and from partner fields around the world to achieve consistent quality.

4. Rapidly expand from Kyoto to Hong Kong, Dubai, Kuwait, China, Singapore and Bangkok, including more than 20 countries around the world.

@ "%" logo

It is a simple but instantly recognizable symbol, referring to the proportion of authentic Arabica coffee beans, the core of the brand.

@ The coffee taste of% Arabica is considered unique to many people.

Highlights of taste

1.100% authentic arabica seed

• Coffee taste will be soft, mellow, not bitter.

• It has a clearer aroma and is more complex than Robusta.

2. Balance (Balance)

• The taste goes out of the way, slightly sour and sweet, from the natural acid in the arabica seeds.

• But still has an easy-to-drink intensity. Fits both new coffee necks and people who drink regularly.

3. Clean Taste

• Due to quality culling seeds and meticulous roasting, the coffee flavor is clear, clean, non-stick, burning or bitter on the tip of the tongue.

4. Roasting and serving

• Use a roast that is not too dark (mostly Medium Roast or Light-Medium Roast), making the coffee taste not too heavy.

• Hot coffee can feel Fruity notes and fragrance.

• Iced coffee (such as Caffe Latte) is soft, creamy, but also has a clear coffee smell.

@ Simple comparison

• Compared to big brands like Starbucks →%, Arabica is lighter, softer and sleeper, not bitter.

• Compared to regular coffee specialties →%, Arabica will be easier to balance and drink, not too complicated.

@ Overall, the taste of coffee% Arabica is soft, fragrant, mellow, easy to drink, but still premium quality.