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00:00The future of our hometown is in the hands of those who are working hard to find a company in the process of growing up in their hometowns all over the country.
00:30Let's try it for the first time. I wonder how far we can go.
00:37It doesn't matter if we get in the way.
00:41It's all about me.
00:54Good evening. The future of our hometown has begun again tonight.
00:57Tonight's program is brought to you by Book Lounge Kaburu, located on the 3rd floor of Kabuto Bay in Nihonbashi.
01:03Today, I'd like to introduce you to a company that is in the midst of a gourmet boom.
01:10There are quite a few companies that are in the midst of a gourmet boom.
01:13Are there people who get into it?
01:15I get into it a lot.
01:16You seem to get into it a lot.
01:18I ate a lot of canelés.
01:20I also ate a lot of maritozzo.
01:22You did.
01:23I did.
01:24What about you, Nana?
01:25I get into it a lot.
01:27But I got into this boom quite early.
01:31You got into it?
01:32Yes, I got into it.
01:34I don't get into it at all.
01:37I only eat motsunabe.
01:38Motsunabe?
01:40Was there a boom?
01:41Yes, there was.
01:42There were a lot of stores.
01:44If you say you got into it, it's different.
01:47Motsunabe is not motsu.
01:49Now, let's take a look at the companies that will appear.
01:54Tonight, we have a company that will launch a very popular product.
02:00It is a company called Goncha Japan.
02:03I love it.
02:04Goncha was founded in Taiwan in 2006.
02:08Goncha Japan was established in 2015.
02:13It is a global tea cafe company that has more than 2,200 stores around the world.
02:20Let's ask people who are waiting for Goncha.
02:25Goncha is a tapioca.
02:28It's like a tapioca shop.
02:30It's an image that high school students often say.
02:34There was a tapioca boom, so I used Goncha a lot.
02:39Many people think of tapioca.
02:42Some people drank Goncha's tapioca drink with this red straw.
02:49Such tapioca was very popular around 2018.
02:54At that time, many take-out specialty stores were opened.
02:59In 2019, Tapiruna, which means to drink tapioca drink, was ranked as one of the top 10 popular words.
03:08According to the Ministry of Finance and Trade Statistics, the amount of imported tapioca in 2019 was 16,772 tons.
03:19This is the third tapioca boom.
03:29The first tapioca boom was in 1992 when MC Noriko Kato made her debut as a singer.
03:37Coconut milk with white tapioca was popular as a dessert for Asian cuisine.
03:44The second tapioca boom was in 2008 when the Beijing Olympics, where women's softball won a gold medal, was held.
03:55Tapioca milk tea became popular as more Taiwanese restaurants opened in Japan.
04:02Tapioca turned from white to black.
04:05Tapioca changed from being eaten with a spoon to being drunk with a straw.
04:10And the third tapioca boom was in 2018.
04:14The reason was the acquisition of a low-cost airline, which made access to foreign countries cheaper.
04:21The number of people traveling to Taiwan increased.
04:24Tapioca milk tea became popular again.
04:29Tapioca was very popular, but the momentum slowed down.
04:35In 2019, the amount of imported tapioca was 16,772 tons.
04:40In the following year, the amount of imported tapioca decreased to 5,133 tons.
04:45In 2021, the amount of imported tapioca decreased to 2,641 tons.
04:50The tapioca boom came to an end.
04:54Goncha, which was developing a tapioca drink, was also hit hard.
05:02Mr. Sakai, the director of the Management Planning Headquarters of Goncha Japan, told us about the situation at the time.
05:09There was a hard time when the tapioca boom came to an end and the coronavirus broke out.
05:15However, we were able to increase the number of stores and sales by doing various life-changing measures.
05:24The tapioca boom came to an end and the coronavirus broke out.
05:29Even in such a situation, Goncha increased the number of stores.
05:34How did Goncha expand its business?
05:38Tonight, we're going to talk about the strategy of Goncha Japan, which has overcome adversity.
05:44As soon as I thought that, I started crying.
05:49I had a lot of thoughts.
05:52Goncha has helped me a lot.
05:55During the handshake meeting, all the members asked the manager,
05:59I want to drink Goncha.
06:01I asked him many times, and he said,
06:03I'll pay for it on my own, so let me deliver it here.
06:07I drank a lot.
06:08That's a lot of heat.
06:09I thought so.
06:10I thought so.
06:11I still love Goncha.
06:12I was told that in the first half.
06:14I thought it was a very exciting meeting.
06:18Tonight, we have Mr. Sakai, the director of the Management Planning Headquarters of Goncha Japan.
06:24Mr. Sakai, thank you.
06:28Yuka, I love you, too.
06:32When the bubble tea boom happened, I had an image that there were stores everywhere.
06:38What was the situation at that time?
06:41When it comes to Goncha stores,
06:43Customers are waiting for 300 to 400 people.
06:47I had to wait for 3 to 4 hours to get a drink.
06:53I see.
06:54There were two stores in Harajuku.
06:56Yes.
06:57It was very close.
06:59If there was only one store, customers would wait too long.
07:03So I decided to open another store.
07:05When the bubble tea boom happened,
07:08there were fewer customers.
07:11What kind of memories did you have at that time?
07:14At that time, I thought that the bubble tea boom was a real boom.
07:18I thought that this boom would eventually end.
07:22Even when the bubble tea boom ended,
07:24I wanted to polish our strength and make a brand that our customers could continue to use.
07:30That's what I thought and tried to do.
07:34There was the end of the bubble tea boom.
07:36I think it was a great turning point for Goncha.
07:41Let's take a look at this video to see how Goncha overcame the bubble tea boom.
07:46After this, we will look at the various reforms that Goncha has made.
07:54In order to break the bubble tea boom,
07:56Goncha Japan has made various reforms.
08:00We removed some stores and abolished coffee.
08:04The first reform was the abolition of coffee.
08:10If you look at Goncha's store,
08:14you can see that there is no coffee on the menu.
08:19Why did they abolish coffee even though it's a cafe?
08:24Simply put, it's a place that focuses on strength.
08:28Goncha is a cafe that is particular about tea.
08:32In that sense, by focusing on tea,
08:35the staff of the store was able to make better tea.
08:40I think that made the customers happier.
08:44We extract tea from each store.
08:49There is also Goncha's particularity.
08:52Depending on the type of teapot,
08:54we optimize the extraction temperature and extraction time.
08:59We provide only tea that has been put in for less than 4 hours.
09:03We want more customers to enjoy more delicious tea.
09:11Let's ask people who use Goncha.
09:15I go to Goncha about once a week.
09:18It's a tea specialty store,
09:21and the tea is very delicious, so I use it.
09:24At first, I put in tapioca and drank it,
09:28but I thought that black tea was very delicious.
09:32Also, the price is not very high, so I drink it often.
09:37I often drink coffee,
09:40but black tea is easier to drink and I like it.
09:46There are many cafes that serve coffee,
09:49but there are only a few cafes that serve delicious tea.
09:55Goncha Japan noticed this.
09:58As a result...
10:00After distributing coffee outside of some stores,
10:04sales increased.
10:06Is that because everyone was focused on tea?
10:11I can't say that directly,
10:14but I'm sure that's one of the reasons.
10:19Goncha continues to improve
10:22so that users can enjoy tea more.
10:25During the COVID-19 pandemic,
10:28we restored the customized variation
10:32so that customers can customize tea more freely.
10:37In Goncha, you can customize your drink to your liking.
10:43First, decide the taste and size of the tea.
10:46Next, select the sweetness in 4 steps,
10:49and the amount of ice in 4 steps.
10:53Lastly, select the topping of tapioca, aloe, natadecoco, and milk foam,
10:58and you can enjoy your favorite drink.
11:04I'm glad that I can customize my drink.
11:08I sometimes want to make my drink sweeter,
11:11so I often go to a cafe
11:14and make my drink less sweet
11:18and less ice.
11:24I can customize my drink,
11:27so it's easy for me to choose a drink that matches my mood.
11:33For example, if my drink is dry,
11:36I want to make my drink thicker.
11:40In summer, when I want something refreshing,
11:44I make my drink with aloe or natadecoco.
11:49It's like I'm making my drink from my body.
11:54I'm not good at making my drink sweet,
11:57so I like to make my drink less sweet.
12:00I also like to choose the amount of ice in my drink.
12:03I think I've been making my drink since I was able to make it.
12:06I can't count how many times I've made it.
12:08I want to provide customers with new ways to enjoy their drink
12:14and to enjoy the taste of their favorite drink
12:18whenever they go to Goncha.
12:23There are other reasons why customers want to visit Goncha.
12:28Our mission at Goncha is to bring happiness.
12:34We want to create a store where customers can enjoy their drink.
12:39At Goncha, the interior was also reformed.
12:44If you look at the front of Goncha Komazawa University Station,
12:50there is a seat that is divided.
12:54If you talk to the customer sitting in this seat,
12:58you can focus on your conversation because you can't see the scenery around you.
13:03I can talk about things I can't usually talk about.
13:07I think it's easier to talk about my true feelings.
13:11I'm close to her, so I want to talk about my favorite girl.
13:15It's easier to talk to her.
13:17I'm dating a friend.
13:20Even if there is a sofa seat outside,
13:24if there is a sofa seat for two people,
13:27the eyes around you will be interested.
13:29It's a good premise that two people can sit here,
13:32so I think it's easy to come.
13:34If you come to Goncha, you can say,
13:36I have this seat, so let's go.
13:39Sometimes I'm nervous because I'm looking at her face all the time,
13:43but when I'm next to her, I can see her face when I want to.
13:47I think it's easy to talk to her.
13:50In fact, this seat is called a 1.5-seater seat,
13:55which is a little narrower than a two-seater seat.
13:59Why do you have such a seat?
14:02I have a 1.5-seater seat because I want my friends and family
14:06to communicate more closely with the customers who came with me.
14:14I value the experience that everyone can have fun and get excited,
14:21so I'm conscious of creating a store that can make communication close.
14:26Recently, I've been getting requests from the crew to play BGM,
14:32such as J-pop and K-pop, to make it a little brighter.
14:39Goncha Japan offers a fun space with tea.
14:44It seems that there are other things that are particular about making a store.
14:49There are two types of tea in Goncha,
14:52which are tea stand type and cafe type.
14:55The tea stand type has a relatively low store area,
15:00and it is mainly for take-out.
15:02The cafe type has a table and a seat,
15:05so it is a store where you can enjoy eating and chatting.
15:10I think that Goncha is a good place to have a store based on location.
15:15Right now, it's a drink-based brand,
15:19so it's easy to have a store in various places
15:23because there is no cooking using fire, cooking using oil,
15:28or cooking using a little dangerous knife.
15:31Even on the floor where the apparel occupies a large area,
15:36Goncha is the only place where you can have a store.
15:41I think that's one of the strengths of Goncha.
15:46If you can secure the power you need,
15:49you can have a store in Goncha regardless of the store area.
15:55We also have a service that makes users happy.
16:00You can order from outside the store with a mobile order.
16:03There are several benefits of a mobile order,
16:06but one is that it shortens the waiting time.
16:10If you can order before you come to the store,
16:14you can pick up the drink when you arrive at the store.
16:17Also, I think that one of the benefits is that you can order at your own pace
16:24without worrying about the people in line behind you.
16:29You can customize Goncha in various ways.
16:32I think that's one of the big advantages of Goncha.
16:38The number of people who use mobile orders has increased,
16:42and this year, the number of mobile order users exceeded 1 million.
16:46Goncha Japan has advanced various reforms.
16:50As a result,
16:51As a result of the reform, the number of fans of Goncha has increased,
16:55and as a result of the increase in the number of stores,
16:57the number of users last year exceeded 30 million.
17:00It's the highest number ever since the bubble bubble boom.
17:05Goncha Japan has overcome the bubble bubble boom with many reforms.
17:10The re-entry has just begun.
17:16After this, we will have a customized drink.
17:20Delicious!
17:22I'm happy.
17:23It's really good.
17:27Now, we have customized drinks in front of you.
17:31Kato-san, what kind of drink do you like?
17:33I like Passion Fruits' Alisantea.
17:36It's zero sweet and has less ice.
17:39Yuka-chan?
17:40I've been thinking about it,
17:42but I always order Oolong Milk Tea.
17:46It's always less sweet and has less ice.
17:50I put in milk foam and pearls.
17:52It's not transparent.
17:54I ordered hot.
17:56It's black sugar black milk tea hot with a lot of sweetness.
18:00The toppings are milk foam and pearls.
18:04Sakai-san, let's eat.
18:06Let's eat.
18:07Please enjoy it.
18:08Let's eat.
18:10Don't you feel like you're going to have a cold?
18:12Yes.
18:13I'm looking forward to it.
18:17Delicious!
18:19I'm happy.
18:24This is good, too.
18:26The tapioca is chewy.
18:29Is it warm?
18:30Hot is good.
18:32It's good for winter.
18:34If you customize it like this,
18:37can you make as many as you can?
18:41Yes, I can make more than 10,000.
18:44I see.
18:45You can make anything.
18:47It's my best combination.
18:49That's why you didn't go on an adventure.
18:53I see.
18:54Is it the same in Taiwan?
18:56Yes, it is.
18:58What's the most popular way to customize?
19:01Is there a special way?
19:03Miyazaki-san eats it.
19:06Black milk tea and Oolong milk tea with pearls and tapioca.
19:10That's the special way.
19:12That's the special way.
19:14It's delicious.
19:16When I watched the video,
19:18there were many customers who enjoyed black milk tea.
19:21You said you would make it with customers.
19:24What do you think about that?
19:27In that sense,
19:28black milk tea is a brand that is still growing.
19:32I'd appreciate it if the fans could support black milk tea like Oshikatsu.
19:38We'd like to improve the service while taking advantage of the opinions and comments of our fans.
19:46We'll hear from you next week, right?
19:49Yes, please look forward to it.
19:51I'm looking forward to it.
19:55This program is brought to you by Hometown Japan.
19:58We are looking for information on growing companies.
20:01If you are trying new businesses or starting new things,
20:05please visit the program's website.
20:35New episodes are available on TVER.