[A Comeback from Rock Bottom] “Waikiki Coffee,” Born in Hawaii, Launches in Japan After Three Years of Development!

Reprinted from PR TIMES

The day we lost a business that had taken ten years to build and grown to hundreds of millions of yen in annual sales was the day our true challenge began — to create the finest coffee from Hawaii with our own hands.

Fun Sense, Inc. (Yamato City, Kanagawa; Representative Director: Ryuji Sugimoto) is pleased to announce the official launch of its newly developed brand, Waikiki Coffee, in Japan.

This product was created with the hope of letting people experience the spirit of Hawaii—now more difficult to visit due to rising prices and the weak yen—through one of its most beloved local specialties, coffee. Whether at home, in the office, or at a café, Waikiki Coffee invites you to feel a touch of Hawaii in your everyday life.

As we issue our first-ever company press release, we would like to express our sincere gratitude to the many people and organizations whose support made this challenge possible.

The Day We Lost Everything: Zero Sales, a Disbanded Team, and an Empty Office

We were once a trading company that imported and sold Hawaiian souvenirs in Japan.

Through consistent effort in online sales, we steadily grew our business, achieving continuous profitability since our founding—even during the COVID-19 pandemic.

Then one day, we received a sudden notice from a manufacturer with whom we had a ten-year contract: “We have entered into an exclusive distribution agreement with another company, so we can no longer continue doing business with you.”

We considered legal action, but out of respect and gratitude for the brand we had grown alongside—and with a sincere reflection on our own lack of ability—we decided to step back quietly.

As a result, the company suffered heavy losses, our team disbanded, and what remained were unused fixtures and cancellation fees for the logistics warehouse.

Starting Over with No Experience, No Connections, and No Capital

After losing everything, one feeling remained strong: we didn’t want to end in defeat.

The only thing we still had was our experience and perspective gained from years of focusing on Hawaii.

To make the most of that experience, we chose to abandon the business model of “selling products made by others” and instead become a manufacturer that creates products we could truly be proud of.

That was how our challenge to develop coffee—Hawaii’s most popular and familiar product—began.

Reality was harsh. With no experience in coffee production, no network in the industry, and no sufficient development funds, we spent countless days researching and making prototypes.

Even so, people and companies who shared our genuine passion began to appear, and the distant dream that once seemed unreachable slowly came into view.

After Three Years of Development, Waikiki Coffee Was Finally Born

Our one and only rule was simple: never compromise.

We sourced beans from around the world that offered the rich aroma and sweetness reminiscent of Hawaii, testing more than 200 different blend ratios.

We used only the highest-grade coffee beans to ensure a clean aftertaste and eliminate any bitterness.

It took over two years to develop our signature “Hawaiian aroma” flavor.

We carefully selected every detail—from packaging materials and parts to design.

Finally, Waikiki Coffee was complete.

It is a cup that represents both our origins and our new challenge—a culmination of our experience in Hawaii and our determination to begin again.

The smiles of our customers became the source of confidence that built Waikiki Coffee

We are deeply grateful that so many people have shown interest in our products, even though we are still an unknown brand.

From July to September 2025, we were invited to participate in various events and pop-ups.

In October, we began pre-sales at Aeon (Café Cafférante) and Jupiter Coffee, and our products are expected to continue as regular items going forward.

Most importantly, through these opportunities, the smiles of our customers became our greatest encouragement.

The date of this release, November 11, 2025, is a day marked by four “1”s — symbolizing beginnings and new starts.

For us, it marks the start of another new challenge.

We are already working on developing a world-first new coffee using patented technology, and we hope to share good news about it in the near future.

The Heart Behind Waikiki Coffee

Waikiki Coffee is a gift coffee perfect both as a present for someone special and as a personal reward.

Our slogan, “A Spoonful of Hawaii for Your Everyday Life,” expresses our wish for people to take a moment to relax — even briefly — amidst their busy days.

The phrase “Hawaiian Time” is often associated with a laid-back attitude, but at its core, it teaches the Hawaiian value of cherishing one’s own time.

We hope that Waikiki Coffee will share the Aloha Spirit, not only with those who love Hawaii but also with everyone leading busy modern lives.

Waikiki Coffee Product Line

Nurturing the Waikiki Coffee Brand

The more we learn about coffee, the more we realize how deep and fascinating it truly is.

Whether it’s knowledge, beans, or flavor development, even when we think something is perfect, there is always room for improvement. Every day is an ongoing process of refinement.

Through business, we have become professionals in trade and Hawaii.

Now, we aspire to become true professionals in coffee, visiting farms in over 80 producing countries around the world.

With a sincere desire to create coffee we can be proud of from the heart, we will continue to take on new challenges from here on.