# Branded Coffee in a Can Starbucks 'Kyoto Matcha Latte' By Going Like Sixty | Published 2008-10-14 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/shocking-packaging-japan-offers-starbucks-in-a-can References: [starbucks.co.jp](http://www.starbucks.co.jp/doubleshot/) While [Starbucks](https://www.trendhunter.com/trends/kyoto-matcha) is busy shuttering U.S. stores, the Starbucks Japan team has learned that for their market, [new packaging](https://www.trendhunter.com/trends/starbucks-multiserve) is the key to success. The [Kyoto Matcha Latte](https://www.trendhunter.com/trends/chuh) isn’t so much about the green tea beverage, but has become popular for its serving container. The cold drink, usually slugged down by harried salary men and blue collar workers, can actually be served hot too because of the can, leading perhaps to a whole new market for the international Starbucks brand. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 47% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **New Packaging for Beverages:** Opportunity for brands to innovate with unique and practical packaging designs to attract new markets. - **Versatile Beverage Containers:** Developing versatile containers that allow for both hot and cold serving options can open up new market opportunities. - **Market-specific Product Offerings:** Creating products tailored to specific markets like Japan can help brands differentiate and appeal to local consumer preferences. ### Who This Affects Most - **Beverage Packaging:** Exploring new packaging materials and designs for beverages can create disruptive innovation opportunities. - **Food and Beverage:** Creating versatile containers and market-specific products can lead to disruptive innovation in the food and beverage industry. - **Global Brands Expanding in Local Markets:** Adapting products and packaging to appeal to regional preferences can create disruptive innovation opportunities for global brands. ## Related on Trend Hunter - [On-The-Go Matcha Lattes](https://www.trendhunter.com/trends/kyoto-matcha.md) - [Convenience Store Matcha Lattes](https://www.trendhunter.com/trends/starbucks-matcha-latte.md) - [Ready-to-Drink Matcha Lattes](https://www.trendhunter.com/trends/chilled-matcha-brulee-latte.md) - [Canned Japanese Lattes](https://www.trendhunter.com/trends/ueshima-coffee-company.md) - [Gyokuro Matcha Beverages](https://www.trendhunter.com/trends/gyokuro-matcha-frappuccino.md) - [End-of-Year Cafe Matcha Lattes](https://www.trendhunter.com/trends/matcha-classic-green-tea-latte.md) - [Refined Chilled Matcha Refreshments](https://www.trendhunter.com/trends/starbucks-japan-matcha.md) - [Premium Matcha Cafe Drinks](https://www.trendhunter.com/trends/starbucks-japan-gyokuro-matcha.md) - [Canned Matcha Lattes](https://www.trendhunter.com/trends/chuh.md)