Junko Iwai, president of CHOOZE COFFEE, holds up drip bags containing 70% and 30% caffeine. (©Sankei by Akiko Shigematsu)
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Coffee has become a go-to productivity booster for enhancing focus and alertness. However, many people have also experienced its less desirable effects, such as difficulty sleeping at night or stomach discomfort.
In Japan, caffeine-controlled coffee consumption is gaining popularity. This approach involves choosing coffee with varying caffeine levels based on the time of day, health considerations, and desired effects.
A specialty café in Tokyo now offers decaf and half-caf options, and recently, a major coffee brand introduced a half-caf instant coffee. Those behind the movement believe that mindful caffeine intake could promote health and enhance quality of life.
Embracing Caffeine Control
CHOOZE COFFEE, a café near Tokyo's Nihombashi Station, serves as a test hub for mindful caffeine intake. The store displays caffeine level options with customer recommendations like "full caffeine for work motivation" or "low caffeine for relaxation."
The café is operated by STORYLINE, a venture partnered with Tohoku University to research advanced supercritical carbon dioxide extraction, a method that removes caffeine while preserving flavor.
Customers can choose from regular, half-caffeine, or decaf options. "Today's Recommendation" is priced at ¥390 JPY (about $2.5 USD) for a medium size.
STORYLINE's CEO Junko Iwai says, "We want caffeine control to become a daily habit by offering the same taste at the same price for all caffeine levels." Despite the high costs of decaffeination, the company absorbs these expenses to keep prices consistent.
Founded six years ago as an online store, STORYLINE opened the café with support from Tohoku University Venture Partners in October 2022. Today, it serves 100–200 office workers daily.
Preserving Flavor
On November 21, the company released a report based on customer data. It showed that 45% of customers chose low-caffeine options (half-caffeine or decaf), with 64% of these choices made in the evening (4-6 PM) and 24% in the morning (7-9 AM).
Additionally, 40% of customers reported caffeine-related health issues, and 87% expressed interest in continuing caffeine control.
"Customers notice the effects on their bodies, which motivates them to make it a habit. We believe there's significant potential demand," Iwai notes. STORYLINE also has plans with the Rwandan government to introduce decaffeination technology in Rwanda, aiming to add economic value and support the coffee industry.
For healthy adults, a daily caffeine intake limit of up to 400 milligrams — roughly five 140-milliliter (5-ounce) cups of coffee — is advised. Excessive caffeine can lead to insomnia and dependency.
Japan's leading instant coffee brand, Nescafé Gold Blend, introduced a half-caf version on November 20, emphasizing high-quality beans and roasting methods that reduce caffeine while preserving flavor. It's available at ¥506 (about $3) for 20 stick packets on Amazon, in select drugstores, and at Nescafé's Harajuku shop in Shibuya, Tokyo.
Understanding Caffeine's Effects
Professor Yoichi Fukushima from Daito Bunka University's Faculty of Sports and Health Science describes how caffeine works: "The brain produces a substance called adenosine in response to fatigue, which binds to receptors and makes us feel sleepy. Caffeine, with a similar structure, binds to these receptors first, blocking sleepiness. This is why coffee can restore focus and alertness."
Caffeine reaches the brain within 30 minutes to an hour and has a half-life of about four hours. "I recommend limiting caffeine intake to avoid disturbing sleep, especially in the afternoon and evening," advises Fukushima. He also notes that people's caffeine metabolism varies genetically and tends to slow with age.
"Low-caffeine coffee allows people to benefit from polyphenols, another beneficial compound in coffee, without excessive caffeine intake. Since caffeine stimulates stomach acid production, it's best to enjoy coffee with snacks rather than on an empty stomach," continues Fukushima. He also says that having conversations during coffee breaks could also enhance sociability.
Personalizing caffeine intake could be a way to enjoy coffee healthily and sustainably, especially if more cafés embrace this approach.
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Author: Akiko Shigematsu, The Sankei Shimbun
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