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Another huge shift in behavior in Japan is the embrace of coffee culture. Spurred by the meteoric global rise of Starbucks over the last two decades, Japan’s younger generation is steadily moving away from tea. One leader in this moment is Kenneth Shoji, CEO of Asiamix Limited and owner of % Arabica. Here we see award-winning head barista Junichi Yamaguchi working the Slayer espresso machine, a handmade instrument that is as beautiful as it is expensive (read: VERY). Shoji operates one flagship shop for his % Arabica brand, which is located in Kyoto, and he has set up residence on the show floor during the entirety of the Tokyo Gift Show. The booth, as well as the brand's Kyoto location, was created by architect and designer Masaki Kato.