# In-Cafe Brunch Pop-Ups 'Asagohan' is a Monthly Event That Explores Morning Coffee Culture By Laura McQuarrie | Published 2018-03-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/brunch-pop-up References: [facebook](https://www.facebook.com/ASAGOHAN.official/photos/rpp.1939255579660779/1939272602992410/?type=3&theater) & [sprudge](http://sprudge.com/asagohan-at-ampere-cafe-127361.html) Inspired by the [morning coffee and breakfast rituals](https://www.trendhunter.com/trends/mandys-morning-club) they experienced on trips to Canada and Australia, Eito Ogura and Kazuo Shinbo set out to bring the culture to Tokyo—and have done so with their [brunch pop-up](https://www.trendhunter.com/trends/julius-meinl-and-kubus) 'Asagohan.' As Ogura describes: "For Japanese people,” Ogura says, “especially in Tokyo, most people wake up as late as possible, and head straight to work, often without eating breakfast." Asagohan, meaning "breakfast," takes the form of a once-a-month event that emphasizes thoughtful food and beverage pairings as part of not just morning culture but a relaxed, well-balanced lifestyle. Asagohan’s fourth and latest pop-up was held at the Sangenjaya [coffee shop in Tokyo](https://www.trendhunter.com/trends/brandor-coffee) and featured a decadent brunch menu of smoked salmon eggs Benedict and sukiyaki brisket. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 18% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Morning Culture Pop-ups:** Creating unique pop-ups that explore people's relationship with morning rituals and culture can provide an opportunity to disrupt traditional dining experiences. - **Food and Beverage Pairings:** Focusing on creating thoughtful food and beverage pairings can provide an opportunity to offer unique, customized experiences to consumers looking for new culinary experiences. - **Well-balanced Lifestyle:** Emphasizing the importance of a well-balanced lifestyle with breakfast and coffee rituals can provide an opportunity to tap into the wellness trend and offer unique experiences that cater to health-conscious consumers. ### Industries Being Reshaped - **Food and Beverage:** Creating innovative food and beverage concepts and experiences can provide an opportunity to appeal to consumers looking for unique, customized dining experiences. - **Hospitality:** Offering morning culture and wellness experiences as part of hotel and lodging packages can provide an opportunity to differentiate from competitors and offer a more comprehensive experiential travel product. - **Marketing and Advertising:** Leveraging morning culture and wellness experiences in marketing and advertising campaigns can provide an opportunity to tap into the growing wellness and self-care trend and attract health-conscious consumers. ## Related on Trend Hunter - [40s-Style Breakfast Diners](https://www.trendhunter.com/trends/early-birds-diner.md) - [Daytime Coffee Mixers](https://www.trendhunter.com/trends/the-coffee-party.md) - [Plant-Based Brunch Menus](https://www.trendhunter.com/trends/vegan-brunch-menu.md) - [Nostalgic Brunch Experiences](https://www.trendhunter.com/trends/electric-brunch.md) - [Japanese-Themed Bodega Meals](https://www.trendhunter.com/trends/bessou-snack-shop.md) - [Fragrant Singaporean Breakfast Restaurants](https://www.trendhunter.com/trends/pang-pang-kopi.md) - [DJ-Enhanced Morning Parties](https://www.trendhunter.com/trends/morning-parties.md) - [Pop-Up Dining Experiences](https://www.trendhunter.com/trends/niseko-confidential.md) - [Brunch Culture-Inspired Capsules](https://www.trendhunter.com/trends/the-breakfast-club-1.md)