ASIA NEWS NETWORK

WE KNOW ASIA BETTER

» Business

Starbucks sets new high on Japan's Nagano peak

Visitors sip coffee and warm themselves by heaters at the new Starbucks Coffee store atop Mt. Yokote in Nagano Prefecture.

Publication Date : 23-12-2013

 

Starbucks Coffee Japan, Ltd. has opened a store at the Mt. Yokote ski resort in the Shiga Highlands in northern Nagano Prefecture, allowing skiers to enjoy its coffee while gazing down on a sea of clouds from the 2,307-metre-high peak.

The new store is located at the highest elevation among Starbucks’ approximately 1,000 outlets in Japan. It will be open during the skiing season, which runs until mid-May, the coffee chain operator said.

In a bid to woo more skiers to the area, a local organisation comprising businesses including the ski resort and accommodation facilities approached Starbucks. “We decided to open our store because we were impressed by the enthusiasm of the local people,” a company spokesperson said.

Starbucks converted a former restaurant located on the second floor of a ski lift facility at the mountain peak, even using the eatery’s wooden tables, which have oil heaters in their centers.

Yamanouchi Mayor Yoshitaka Takefushi came to the store for a private viewing Tuesday.

“I hope it [the store] will boost the development of the Shiga Highlands as a resort destination,” Takefushi said.

 

Mobile Apps Newsletters ANN on You Tube