Gen Z Experiences Cafes as Entertainment!? Z-SOZOKEN (Gen Z Creativity Research Institute) Releases 11th Insight Summary Revealing Different Support Reasons for Starbucks (43%) and Komeda Coffee (22%) as Top Choices.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company for Gen Z, operates the think tank "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z members themselves analyze trends and values. Z-SOZOKEN has independently released its eleventh insight summary, deeply analyzing the trends in the cafe sector from its latest research report, the "Gen Z Brand Image Boost Ranking," which surveyed 300 Gen Z individuals (ages 18-24) nationwide across 19 categories including food, cosmetics, apparel, and entertainment.

In recent years, cafes have expanded their roles significantly, moving beyond just places to drink coffee to becoming hubs for studying and working, or even locations for content creation for social media posts.

Amidst this, marketing professionals in the food and beverage industry grapple daily with the question: "How can we make our brand stand out among countless cafe chains and be chosen by Gen Z as a 'place worth going out of your way for'?"

However, superficial promotions that merely advertise "Instagrammable sweets" or use cliché phrases to appeal to "comfort" are often seen through by Gen Z, who possess high information literacy and value "essential experiential value." This can lead to a lack of deep brand loyalty and consistent customer visits.

Against this backdrop, "Z-SOZOKEN (Gen Z Creativity Research Institute)," a research organization specializing in Gen Z, has selected the "Cafe Sector," which serves as a "third place" for Gen Z, from the overall rankings across 19 categories.

The analysis reveals a clear bifurcation and evolution in what Gen Z seeks from cafe brands, moving beyond the era of "just wanting good coffee" to demanding "corporate stances and eventfulness they can relate to" and "entertainment value that makes them want to talk about it on social media." This insight, along with the underlying psychology, is presented with a novel and unique perspective.

Decoding Unique Insights into "Gen Z's Cafe Brand Evaluation"

The cafe sector of this survey revealed that Gen Z finds completely different values in each brand, namely "passionate event consumption" and "entertainment experiences that defy expectations."

・Starbucks Creates Enthusiasm for Sustainability and New Releases, Securing a Strong 1st Place (Image Improvement: 43%)

Starbucks was the top-ranked brand for improved image. The "must-participate event feel" generated by limited-time new Frappuccinos, combined with environmental considerations like promoting reusable cups, deeply resonated with their values, securing an overwhelming first place.

・Komeda Coffee Generates Buzz with "Reverse Photo Deception," Ranking 2nd (Image Improvement: 22%)

Komeda Coffee ranked second. The pleasant surprise of "the actual product being significantly larger than the menu photo" has become a meme on social media, garnering passionate support as an entertainment space that transcends mere dining.

・Tully's Coffee Ranks 3rd (Image Improvement: 19%), Enhancing Efficiency in an Adult Atmosphere

Tully's Coffee followed in third place. Its slightly more mature and calm atmosphere functions as an "extremely practical third place" for Gen Z who want to focus on studying or PC work, establishing a firm position.

【Research Report Commentary】Detailed Ranking of the "Cafe Sector" and In-depth Analysis

Based on the data in the main report, we delve deeper into Gen Z's real values regarding cafe brands and the marketing hints that companies should glean from them.

1st Place: Starbucks (Image Improvement: 43% / Most Boosted: 29%)

As exemplified by the quote, "I always get the limited-time Frappuccinos, and I like their stance on environmental issues like promoting reusable cups" (21 years old / University Student / Tokyo), the biggest factor in Starbucks' top ranking is its complete transformation of cafes from "just a place to rest" to "a venue for enthusiastic events to visit regularly." While their promotional power, which makes social media buzz with every new release, is undeniable, another major reason Gen Z supports Starbucks is "sustainability." The company's environmentally conscious stance satisfies Gen Z's "sense of self-affirmation (socially good consumption) from spending money on this brand," forming strong brand loyalty that goes beyond mere trends.

2nd Place: Komeda Coffee (Image Improvement: 22% / Most Boosted: 15%)

As stated in the comment, "I like the 'reverse photo deception' (actual product is bigger than menu photo), it's fun. The atmosphere is also great" (22 years old / University Student / Hyogo Prefecture), Komeda Coffee serves as the perfect outlet for Gen Z's "desire for entertainment experiences that exceed expectations and the urge to share." While "photos not matching reality" typically leads to complaints in the restaurant industry, Komeda's "generous deception" of "the actual product being too big" is "quality material (meme)" for Gen Z that they can't help but share on social media. Leveraging this user-generated power word, "reverse photo deception," combined with its overwhelming portion sizes and comfortable atmosphere for long stays, creates a unique entertainment space that other chains cannot replicate.

3rd Place: Tully's Coffee (Image Improvement: 19% / Most Boosted: 9%)

As indicated by comments like, "It has a mature atmosphere, perfect for when I want to quietly work" (24 years old / Working Professional / Fukuoka Prefecture), Tully's Coffee has integrated into Gen Z's daily lives as "a practical infrastructure that maximizes concentration and efficiency (time-saving)." Precisely because Gen Z is constantly surrounded by social media and information, "an adult-like space" that allows them to block out noise and immerse themselves in their tasks (assignments or work) holds significant value. If Starbucks is an "event to enjoy with others," Tully's clearly differentiates itself as "a place for self-investment to maximize efficiency alone," and its ability to provide appropriate value based on the target situation leads to positive evaluations.

Survey Overview

Survey Name: Gen Z Brand Image Boost Ranking

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please clearly state "Fiom LLC" as the source of information.

Download the Complete Research Report (51 Pages) for Free

The content introduced here is a partial excerpt from 19 categories and represents only a fraction of the research report.

The full report includes the "Image Boost Ranking" for all 19 industries, including the cafe sector introduced in this release, as well as SNS, Apparel, Cosmetics, Food, Retail Stores, Travel, E-commerce, Education, Games, Video Distribution, Music/Theater, Finance, and Sustainability.

Furthermore, it provides a multifaceted analysis of specific brands whose image has "declined," along with the critical factors, incorporating the unfiltered opinions of Gen Z.

It is packed with real Gen Z insights that can be immediately applied to brand strategies and communication measures starting tomorrow.

For those even slightly interested, please download and utilize the following.

Comment from the Director of Z-SOZOKEN

◆ Yohei Takeshita

Director, Z-SOZOKEN (Gen Z Creativity Research Institute)

CEO, Fiom LLC

Born in 2005. Established Fiom LLC in October 2021. With a mission to maximize the creativity of Gen Z creators, the company engages in communication production and research & planning services for Gen Z, by Gen Z. Has supported a wide range of organizations, from listed companies and large corporations to SMEs, ventures, startups, and government bodies. Leverages Gen Z's creativity to provide one-stop support from upstream design to production and operation of advertising communications for Gen Z.

For Gen Z, cafes are no longer places that compete solely on "coffee taste." They have completely evolved into places that offer "experiences that become social media material" or "spaces that represent their values."

The success of Starbucks and Komeda Coffee, highlighted in this eleventh insight summary, proves that Gen Z's approach to dining has completely shifted from the phase of "just eating delicious food" to the phase of "voting for companies whose sustainable stance they agree with" or "consuming it as entertainment, like 'reverse photo deception,' on social media."

For companies to increase engagement with Gen Z, simply promoting new menus indiscriminately is insufficient.

Companies that can design communication deeply aligned with the target's "context of how they want to consume experiences"—such as providing "social value that enhances their self-affirmation" like Starbucks, or leaving "room for unexpectedness that makes you want to comment on social media" like Komeda—are the only ones that can "skyrocket" their brand image.

"Gen Z Research Menu" Unearthing Real Insights from Gen Z Themselves

Beyond independent research like that introduced in this release, Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to corporate challenges.

Instead of an external observation-based approach using adult standards, we achieve "synchronization of passion" as participants living in the same era as the target audience, uncovering deep psychological insights and contexts not visible in superficial surveys. We define the "inevitability" for your brand to be chosen by Gen Z.

【Service Plans (Partial Excerpt)】

・Z-SOZOKEN Market Research Plan (Standard Menu)

We create and deliver original research reports that unravel the reality, from hypothesis formulation to quantitative surveys and qualitative interviews.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, we provide end-to-end support, including in-depth research and integrated PR support (press release distribution) to make insights widely known.

・Customized Research by Objective (Single Menu)

We propose the optimal approach tailored to your objectives, including in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative content from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

For Those Struggling with Appeals to Gen Z

"I don't know effective promotion methods for food/cafes that resonate with Gen Z."

"Even if we release visually appealing sweets, they only become a fleeting trend."

If you feel this way after seeing the results of this survey.

Our company is a creative company specializing in Gen Z, composed entirely of Gen Z members.

We provide integrated, one-stop support from marketing research, strategy design, planning, production, to operation, leveraging the unique sensibilities and peer perspectives of Gen Z.

Please feel free to contact us if you are facing challenges with marketing/branding for Gen Z or young demographics.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It uncovers and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z members themselves grasp and analyze the realities and values of Gen Z from various viewpoints. We unravel the unknown culture of Gen Z, at the forefront of the times, and explore new values that will lead the era.

We provide practical marketing information that can be utilized for communication and promotion design centered on empathy that reaches Gen Z, originating from real Gen Z perspectives.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, composed entirely of Gen Z members.

Implements a Gen Z-centric approach based on Gen Z's creativity.

Provides execution support from upstream design to production and operation of advertising communications for Gen Z.

A creative company that leverages the sensibilities of Gen Z, at the forefront of the times.

Company Name: Fiom LLC
Address: Jingumae 6-23-4 Kuwano Bldg. 2F, Shibuya-ku, Tokyo
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: [email protected]
Inquiry Form: https://fiom-llc.studio.site/contact