Japan's Coffee Market Evolves with Declining Consumption and Increased Reliance on Vietnam for Instant Coffee – CoffeeTalk

Japan is a significant player in the global coffee market, ranking fourth in coffee consumption, with 397,272 metric tons consumed in 2025. This represents a decline from peak levels, continuing a trend of decreasing consumption for three consecutive years, influenced by demographic shifts and evolving consumer preferences. The average coffee intake per Japanese individual has fallen to 10.05 cups weekly in 2024, down from over 11 cups a decade ago, indicating a maturation of the market where premiumization becomes more crucial than volume growth.

The All Japan Coffee Association (AJCA) notes that Japan’s import patterns have become more concentrated, with a few countries dominating supply. In 2025, approximately 359,382 tons of green coffee were imported, with Brazil leading at 40.8%, followed by Vietnam at 25.0% and Colombia at 10.6%. Together, these nations account for over three-quarters of Japan’s coffee supply, increasing the country’s vulnerability to production fluctuations and climate impacts, though Japan still sources from a diverse range of countries, including Guatemala, Ethiopia, and Indonesia.

Central American coffees, particularly from Guatemala, show growing importance in Japanese blends, with 10.4% of June 2026’s green coffee imports consisting of Guatemalan coffee. In contrast, the instant coffee sector is heavily dominated by Vietnam, which provided 70.6% of Japan’s soluble coffee imports, highlighting Vietnam’s role as a key player due to its robusta production capabilities and instant coffee processing prowess.

Despite increasing soluble imports, Japan remains predominantly a green coffee market, with 94.1% of imports arriving as green beans. The country’s domestic roasting industry serves as a strong competitive advantage, focusing on quality control and expert blending, preferring to craft finished products locally rather than relying on imported roasted coffee.

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