In 2013, Kenneth Shoji started coffe brand % Arabica as a small cafe in Hong Kong. Then, in 2014, the brand opened a global flagship store in Kyoto, Japan, under its 'see the world through coffee' motto. One decade later, there are now more than 30% Arabica stores all across Asia, the Middle East, and in major cities like New York City and London. The striking % logo and store design capture the spirit of Japanee minimalism, which advocates for the purging of unnecesary things. Indeed, the brand's strategic location selection in iconic places coupled with its coffee quality control system are seen as qualities that helped % Arabica quickly become a rising global franchise