'Connecting KISSA Culture to the Future' ~Bringing the Joy and Diversity of Coffee to the Next Generation~

Key Coffee Inc. (Headquarters: Minato-ku, Tokyo; President: Yutaka Shibata) has endorsed "April Dream 2026," a project by PR TIMES Inc. that designates April 1st as a "day to express dreams" and creates a platform for companies, local governments, and individuals to "speak of their dreams to be fulfilled." Key Coffee will express its dream of "Connecting KISSA Culture to the Future."

Our company has set forth the message "A Sustainable Company of Coffee and KISSA" with a view towards 2030, working to inherit KISSA culture and achieve sustainability. We hope that "April Dream" will provide an opportunity for more people to learn about our passion for "inheriting KISSA culture" and the current state of the coffee industry, and to become interested in this dream.

*Our company endorses April Dream, which aims to make April 1st a day to express dreams. This press release is a dream of "Key Coffee Inc."

*"April Dream" is a project launched by PR TIMES Inc. in 2020, aiming to establish a new culture of expression in Japan, with the purpose of creating a "platform to speak of dreams to be fulfilled" on April 1st.

■ Our Dream: 'Connecting KISSA Culture to the Future'

Coffee is a beverage that accompanies people in various daily scenes, whether they want to relax, take a break, or refresh their mood. In recent years, coffee has not only been valued as a luxury beverage but has also become a catalyst for communication, revitalizing communities and economies. The "story of a cup of coffee" from producer through the supply chain is also gaining attention as a new value and appeal.

We will continue to promote the joy and diversity of coffee so that it can be enjoyed "by anyone, easily, deliciously," and "fun, interestingly," thereby connecting "KISSA culture" to the next generation.

■ Concrete Initiatives to "Connect KISSA Culture to the Future"

Our company, guided by the message "A Sustainable Company of Coffee and KISSA" with a view towards 2030, will continue to work on "inheriting KISSA culture" to keep providing delicious coffee. This message embodies our strong desire to convey the charm of "KISSA culture" in Japan to younger generations and overseas.

Recent Initiatives (Examples):

① Project to create opportunities for the next generation to become familiar with coffee: "18-year-olds. Coffee."

In Japan, 18-year-olds were designated as adults in 2022, but coming-of-age ceremonies organized by local governments often target 20-year-olds, limiting opportunities for 18-year-olds to recognize their adulthood. On the other hand, 18 is a turning point, where individuals make major life decisions such as advancing to higher education or starting a career.

Therefore, taking "reaching adulthood" as an opportunity to experience the appeal of coffee, we are promoting the charm of coffee to new adults with the slogan "18-year-olds. Coffee.", hoping they will take a new step forward with coffee as new adults.

・Related articles for "18-year-olds. Coffee."
Is coffee the first step to adulthood? Opening the "door to adulthood" with Key Coffee: https://www.keycoffee.co.jp/future/detail/24
Young employees talk about the appeal and potential of coffee: https://www.keycoffee.co.jp/future/detail/22

② Sponsorship of "Oshigoto Nenkan" (Career Yearbook) career education materials for elementary and junior high school students

"Oshigoto Nenkan" is a career education material for elementary and junior high school students, first published in 2016 as part of the "Oshigoto Hakubutsukan" (Career Museum) career education support project. Approximately 110 leading Japanese companies and organizations answer children's simple questions about work. A total of 75,000 copies are donated free of charge to approximately 30,000 elementary and junior high schools nationwide, as well as educational institutions and children's cafeterias, helping children envision their future careers. Our company began sponsorship in 2019, continuously providing information not found in textbooks to younger generations, who are future coffee drinkers.

③ Holding "Mobile Coffee Seminars" for younger generations

We conduct "coffee seminars" aimed at inheriting KISSA culture and providing experiential learning for younger generations. In February of this year, we held a seminar at a high school in Chiyoda-ku, Tokyo, conveying basic knowledge of coffee and differences in taste depending on the origin. We shared the appeal of coffee with approximately 100 high school students.

④ "Coffee Classes" where you can learn coffee brewing techniques and knowledge

Our "Coffee Classes" were established in April 1955 with the aim of supporting prospective coffee shop owners, whose numbers increased amidst the coffee shop boom of the time. Subsequently, in response to the diversification of ways to enjoy coffee both at home and outside, we opened coffee seminars for the general public, producing over 370,000 trainees.

Key Coffee will continue its business activities, guided by "A Sustainable Company of Coffee and KISSA," to inherit KISSA culture and achieve sustainable coffee production.

"April Dream" is a project by PR TIMES where companies express dreams they wish to fulfill on April 1st. We are seriously committed to realizing this dream.
April 1st is April Dream | PR TIMES 2026
https://aprildream.jp/