Moroccan coffee house Bacha Coffee opened its first flagship store in Ginza on December 11, marking its debut in Japan. With luxurious interiors and coffee priced at several thousand yen per cup, it has drawn significant attention. In a market where American coffee chains like Starbucks and Blue Bottle dominate, Bacha Coffee stands out as the first Moroccan coffee brand in Japan. In this article, we explore the history of Bacha Coffee and the strategic reasoning behind its Japanese expansion.
The Origins of Bacha Coffee
1910 — Birth in Marrakech, Morocco
Bacha Coffee traces its roots back to 1910 in Marrakech, in the palace known as Dar el Bacha, home to a high-ranking official (Pasha). This palace served as a cultural and social hub, where coffee played a symbolic role in fostering conversation and connection. It was more than just a beverage—it was an integral part of the social fabric.
Dormancy After World War II
After World War II, Bacha Coffee disappeared from the public eye. The coffee rooms within the palace were closed, and over the years the brand was largely forgotten.
Revival by a Singapore-Based Company
In 2019, V3 Gourmet acquired the franchise rights (global brand expansion rights) from the Moroccan government’s National Foundation of Museums. This allowed V3 Gourmet to rebuild Bacha Coffee as a modern luxury brand and bring it to the international market. Today, V3 Gourmet continues to develop Bacha Coffee as a global luxury coffee brand.
Key Features of Bacha Coffee’s International Expansion
Bacha Coffee’s global expansion is highly strategic, not accidental. By 2030, the brand aims to open stores in major cities worldwide, including planned expansion to Osaka and Kyoto in Japan.
- Singapore: A hub for affluent locals and tourists, used as a base for brand experimentation and revenue generation.
- Middle East & Europe: High cultural and luxury affinity strengthens the brand’s story and image.
- Japan: A strict and demanding market, testing the brand’s quality in taste, service, and experience. Japan serves as the “final proving ground”—if it succeeds here, it can succeed anywhere.
Purpose of Entering Japan
Bacha Coffee’s Japanese expansion is not aimed at short-term revenue. Its main goals are:
- Test the brand’s completeness
- Achieve global prestige and recognition
- Solidify its status as a luxury coffee brand
In short, the strategy is to build a mythical story in Morocco, commercialize it in Singapore, and then secure the brand’s final validation in Japan.
Why a Franchise Was Chosen Over Direct Management
In Japan, operations are handled by Tokyu Group (Tokyu Gourmet Front). The choice to partner rather than operate directly was intentional, based on several factors:
- Leverage local market expertise: Tokyu Group is highly experienced in Japan’s luxury retail and food sectors, ensuring reliable operations.
- Distribute operational risk: Japan is a demanding market, where brand reputation matters more than short-term sales.
- Proven track record with TWG Tea: Tokyu Group successfully launched the Singaporean luxury tea brand TWG Tea in Japan, demonstrating strong operational capabilities.
Through this partnership, Bacha Coffee aims to maintain brand quality while validating its positioning in the Japanese market.
Conclusion
What stands out about Bacha Coffee (V3 Gourmet) is its long-term strategic approach to brand building. From crafting a legendary story in Morocco, to commercializing in Singapore, and finally testing its brand maturity in Japan, the journey adds depth to every cup. Understanding the brand’s history and business strategy makes the coffee experience richer. Additionally, Japan’s expertise in localization presents exciting possibilities for the brand’s future integration and evolution.
Note: Photos are for illustrative purposes only and may not accurately represent the actual products or stores.
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