Source: Peatix

The Reasons Behind Starbucks' Success in Entering the Japanese Market: Unraveling the Story of Their Challenge with the Author
Starbucks is now an integral part of our daily lives. However, back in 1996, it was only operating in North America, and industry professionals dismissed the idea of expanding into Japan as reckless.

The theme book for this ABD reading group meeting is "The Story of Starbucks Japan: The Challenges of a Group of Unique Individuals Revealed for the First Time," written by Tatsuo Umemoto, who played a leading role in the launch of Starbucks Japan. This book recounts the process of a brand transforming from nothing into a culture, from the perspective of someone directly involved.

Furthermore, we are pleased to announce that the author, Tatsuo Umemoto himself, will be joining us as a guest! This is a rare opportunity to not only delve into the book, but also to ask the author questions directly about the passion and struggles he faced at the time, and to engage in a dialogue with him. Why not explore the essence of branding and organizational development together with the author?

This event will be conducted using the Active Book Dialogue (ABD) method. No preparation is necessary, such as buying or reading books in advance. Let's enjoy a new reading experience by dividing up the reading and discussing books on the day of the event!

Recommended for those who:

Those involved in "branding" and "fan building"
Organizational leaders, management, and HR personnel
People who like Starbucks
For those who want to read books but find it too much of a burden to finish them on their own.
For those who want to try ABD (Active Book Dialogue)

Date and time
Wednesday, August 26, 2026 19:00-21:00 (doors open at 18:45)
*After the event, there will be an optional social gathering for about 30 minutes.

Venue
SK Word Co., Ltd. TOKYO BRANCH
1-23-21 Shibuya, Shibuya-ku, Tokyo 150-0002, Japan (SHIBUYA CAST 2F)

Entry fee
Free

What is ABD (Active Book Dialogue)?
This is a dialogue-based workshop where participants read books, discuss them, and co-create new insights.

[Schedule for the day]
You don't need to buy the book. (Of course, it's fine if you buy it!)
On the day of the event, all participants will share the task of reading a book.
You will create a summary of the section you were assigned to read and present it.
I'll share my thoughts and insights.
Active Book Dialogue
https://www.abd-abd.com/

The guests

Tatsuo Umemoto
Visiting Professor, Graduate School of Social Design, Rikkyo University / Representative Director, iGram Co., Ltd.
Born in Tokyo in 1956. Graduated from Keio University's Faculty of Economics. Joined Nippon Telegraph and Telephone Public Corporation (now NTT) and completed an MBA at Stanford University's Graduate School of Business through the company's internal study abroad program. After working at Bain & Company and Schroders PTV Partners, he became Director and Head of Corporate Planning at Sazaby (now Sazaby League). He was in charge of the launch project for the company's joint venture, Starbucks Coffee Japan. He resigned in 2005 and founded igram in the same year, and League Million in 2011. After leaving Sazaby League, he continued to work as a consultant for 10 years, involved in the planning of the company's brands. He is currently a visiting professor at the Graduate School of Social Design, Rikkyo University.

Themed Books
"The Story of Starbucks Japan: The Unveiling of the Challenges of a Unique Group" (Author: Tatsuo Umemoto)
https://amzn.asia/d/08F1geHy