One of the things that surprises many travelers to Japan is the incredibly high quality of the fresh-brewed coffee available at convenience stores, or “konbini.” The counter-service coffee brand from FamilyMart, one of Japan’s leading chains, called “FAMIMA CAFÉ,” has become an indispensable part of daily life for Japanese people. But did you know that hidden within that cup is a grand story that connects to the future of our planet and the smiles of children in a distant country?
Through its popular “Mocha Blend” coffee, FamilyMart has been carrying out support activities for Ethiopia, the country where its coffee beans are produced. In 2025, it will expand these efforts, launching a new program to directly support the future of coffee farms, in addition to its ongoing educational support for local schools. This is more than just a charity campaign. It demonstrates how a major Japanese retail company is taking responsibility for its entire supply chain and working with its customers to build a sustainable future. It offers a glimpse into the forefront of sustainability initiatives in Japan. Here is the heartwarming story of how a delicious cup of coffee connects us to the world.
Where Does Our Coffee Come From? The Global “2050 Coffee Problem”
Have you ever heard of the “2050 Coffee Problem”? It’s the shocking prediction that we may not be able to enjoy the coffee we love in the same way in the future. Due to climate change and the spread of disease, the land suitable for growing coffee beans is decreasing. It is estimated that by the year 2050, the area suitable for cultivating Arabica coffee beans—the high-quality variety used in FamilyMart’s “Mocha Blend”—could be reduced by half.
To solve this problem, achieving sustainable agriculture in coffee-producing regions is essential. However, in many of these areas, economic hardship prevents farmers from receiving adequate education, limiting their opportunities to learn new agricultural techniques. This vicious cycle of poverty leads to more people abandoning coffee farming, making the problem even more severe. FamilyMart’s initiative shines a light on this fundamental issue.
More Than Just Donations: FamilyMart’s Unique Approach to Support
FamilyMart’s support activities began in 2024. A key feature of their approach is that they don’t just send money; they think about what the local communities truly need and deliver support in a concrete form.
Funds raised from a campaign last year (where 1 JPY was donated for every cup of Mocha Blend sold) were used to build four new restrooms and donate 700 textbooks and 2,500 notebooks to a junior and senior high school in the Mocha bean production area of Ethiopia. Furthermore, FamilyMart addressed a more delicate issue faced by female students. Many girls were forced to miss school because they couldn’t afford sanitary products, creating an educational gap with male students. In response, FamilyMart leveraged the know-how from its own apparel brand, “Convenience Wear,” to donate 1,700 pairs of reusable absorbent shorts, helping to create an environment where girls can continue their education with dignity and confidence.
Stepping Further This Year! A New Program to Support Farms That We Can Join
In 2025, the circle of support is expanding. In addition to ongoing school support, FamilyMart is launching a new program to directly contribute to the sustainability of coffee farms by donating coffee saplings. This is a vital initiative to help farmers increase their yields on existing farmland and stabilize their incomes by providing new, climate-resilient coffee trees.
Travelers visiting Japan can easily participate in this wonderful program in the following ways:
- Drink “Mocha Blend” or “Iced Mocha Blend”: From October 14 to December 15, 2025, for every cup of these coffees you buy at FamilyMart, 1 JPY will be donated to support schools in Ethiopia.
- Pay with “FamiPay”: “FamiPay” is FamilyMart’s convenient payment app. Between October 9 and November 30, 2025, a portion of the sales from any purchase made using FamiPay will be donated to this new coffee sapling project.
The Coffee You’re Drinking is World-Class
The “Mocha Blend” and “Iced Mocha Blend” at the heart of this support campaign are of uncompromising quality. Supervised by Mr. Tetsu Kasuya, a World Barista Champion, they use only the highest-grade “specialty coffee” beans. In particular, they are blended with 60% of the rare and highly sought-after Mocha beans from the Yirgacheffe region of Ethiopia, famous for their floral aroma. This is a truly world-class cup of coffee, with a rich body and a sweet fragrance like flowers.
Summary
A single cup of convenience store coffee connecting to the future of the planet, the livelihoods of farmers, and the education of children—FAMIMA CAFÉ is telling us this grand story. When you visit Japan, be sure to stop by a FamilyMart and taste this special “Mocha Blend.” It will be an experience that goes beyond simply drinking a delicious coffee; it will be a unique and heartwarming opportunity to connect with how Japanese companies are thinking about sustainability, and to become a part of that story yourself.
「FAMIMA CAFÉ」コーヒーをこの先も美味しく 飲むためのさらなる支援活動を実施 生産国への支援が生産地への支援へと拡大！ ～生産国と未来をつくるコーヒーブランドへ～
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