In 2013, Kenneth Shoji started coffee brand % Arabica as a small caf in Hong Kong. Then, in 2014, the brand opened a global flagship store in Kyoto, Japan, under its "See the world through coffee" motto. One decade later, there are now more than 130 % Arabica stores all across Asia, the Middle East, and in major cities like New York City and London. The striking % logo and store design capture the spirit of Japanese minimalism, which advocates for the purging of unnecessary things. Indeed, the brands strategic location selection in iconic places coupled with its coffee quality control system are seen as qualities that helped % Arabica quickly become a rising global franchise.