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Coffee whose flavor changes in sync with the Nikkei Stock Average. A limited-time stand has appeared at Coredo Nihonbashi.
The Nikkei Inc. opened a special coffee stand on March 25 in the entrance space on the first floor of Coredo Nihonbashi in Chuo Ward, Tokyo. It is offering free "NIKKEI BLEND" coffee, whose flavor changes in tandem with the Nikkei Stock Average. (9:00 AM to 3:00 PM, until March 29). The goal is to let people experience the Nikkei Stock Average, often called a mirror of the Japanese economy, through the taste of NIKKEI BLEND and feel it more personally. Paper cups and advertisements also incorporate a system where scanning them with the "Nikkei AR App" allows users to watch market commentary videos, aiming to raise awareness of the app.
The stand, equipped with five types of coffee beans differing in flavor and grind, features a special coffee machine that blends beans using a unique algorithm based on real-time Nikkei Stock Average data. The stronger the Nikkei rises above the previous day's closing price, the more bitter and intense the flavor becomes. Conversely, if it falls, the coffee brewed has a stronger acidity and lighter taste. On the 25th, which recorded the year's largest drop, it served "sour" coffee, while on the morning of the 26th, when the market rebounded, it offered "bitter" coffee.
The ingenuity extends beyond the taste to the coffee containers themselves. Paper cups feature a portion of the front page of that day's Nikkei Morning Edition. Furthermore, the sleeve covering the cup displays the Nikkei average's actual value at that moment, the previous day's closing price, and the "NIKKEI BLEND" logo. Scanning the marker area with the Nikkei AR app reveals a video of stock market commentary by the company's editorial board member, Ryo Suzuki, along with detailed information on the Nikkei average stock price.
For this campaign, the company ran a full-page color ad for "NIKKEI BLEND" in the Tokyo headquarters edition morning paper, using the tagline "Coffee that blends the current state of the Japanese economy." Holding the Nikkei AR app over the cup or logo in the ad allows users to view the price movements of the 225 stocks comprising the Nikkei Stock Average and explanatory videos about the stock market, aiming to increase awareness.
NIKKEI BLEND has become a hot topic on social media and elsewhere, drawing crowds so large that lines form daily.
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