# All-White Coffee Beverages Starbucks Japan is Now Serving 'White Coffee' for White Day By Laura McQuarrie | Published 2018-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/white-coffee References: [brandeating](https://www.brandeating.com/2018/03/starbucks-japan-serves-white-coffee-made-from-soaking-coffee-beans-in-milk.html) & [starbucks.co.jp](http://www.starbucks.co.jp/press_release/pr2018-2703.php?nid=nw_01_pc) Just ahead of White Day this year, [Starbucks Japan](https://www.trendhunter.com/trends/creamy-white-chocolate) introduced a new "white coffee" beverage that's made by soaking coffee beans in milk for an extended period of time. This process causes the rich flavor of the coffee beans to transfer to the milk over a period of 14 hours, creating a unique way for experimentations with coffee flavor to unfold. The white coffee can be found in the new [White Brew](https://www.trendhunter.com/trends/white-bison-coffee) Coffee & Macadamia Frappuccino from Starbucks Japan, which is blended with ice, candied macadamia nuts and a topping of whipped cream and brown sugar. Starbucks Japan's new White Brew Coffee & Macadamia Frappuccino is one of the two new products that promises "a completely new coffee experience"—the other newly introduced drink is the Moussed Foam Latte, which is made with creamy non-fat milk. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 25% | Activity: 6% | 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) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Extended Soaking:** Opportunity for developing unique flavor profiles by soaking coffee beans in milk for an extended period of time. - **Experimentations with Coffee Flavor:** Innovations in creating new and exciting coffee flavors through unique brewing techniques. - **Moussed Foam:** Expanding the possibilities of coffee beverages by incorporating creamy non-fat milk in the form of moussed foam. ### Industries Being Reshaped - **Coffee:** Disruptive innovation opportunities in coffee brewing methods and flavor creations. - **Food and Beverage:** Potential for introducing new and creative coffee-based beverages in the food and beverage industry. - **Hospitality:** Opportunity for hotels, cafes, and restaurants to differentiate their offerings by exploring experimental coffee brewing techniques. ## Related on Trend Hunter - [Creamy White Chocolate Drinks](https://www.trendhunter.com/trends/creamy-white-chocolate.md) - [Snow-Inspired Blended Cafe Drinks](https://www.trendhunter.com/trends/hatsuyuki-frappuccino.md) - [Layered Butterscotch Cafe Drinks](https://www.trendhunter.com/trends/caramelly-milk-coffee-frappuccino.md) - [Blooming Color-Changing Coffees](https://www.trendhunter.com/trends/haruzora-milk-coffee-frappuccino.md) - [Layered Cake-Inspired Coffees](https://www.trendhunter.com/trends/opera-frappuccino.md) - [Coffee-Free Chocolate Cafe Drinks](https://www.trendhunter.com/trends/sweet-milk-chocolate.md) - [Festive Pistachio Frappuccinos](https://www.trendhunter.com/trends/melty-white-pistachio-frappuccino.md) - [Sweet Layered Frappucinos](https://www.trendhunter.com/trends/layered-butterscotch-frappucino.md) - [Creamy Cherry Blossom Beverages](https://www.trendhunter.com/trends/starbucks-dessert-drink.md)