Editor’s Note
This article describes the Hong Kong debut of “Brown Rice Decaf,” a caffeine-free coffee alternative made from brown rice. The product was introduced at a tasting event in the city’s Sham Shui Po district, organized by the local importer.
On November 28, the first tasting event for “Brown Rice Decaf” was held in the Sham Shui Po district of Hong Kong, an area known for its independent cafes. “Brown Rice Decaf” is a caffeine-free alternative coffee made from brown rice, developed by MNH. The event was planned and hosted by the Hong Kong importer Match Showroom to promote the product’s launch in the city.
The B2B online catalog site “Japan Street,” operated by JETRO for overseas buyers, facilitated this transaction. MNH registered this product series on Japan Street in 2023 and received an approach from Match Showroom in June 2025. Online business discussions began immediately, followed by the first face-to-face meeting in Tokyo in August. An exclusive distribution agreement was signed in September, leading to this PR event in late November.
The tasting event was held on the first day of a three-day PR campaign, attracting approximately 30 participants including e-commerce site operators, restaurant owners, key opinion leaders (KOLs), and media representatives. Attendees shared comments such as:
Maggie, a representative from Match Showroom, stated:
The company plans to pursue a premium strategy, including holding a tasting event the following day at the Hong Kong Jockey Club, which has a wealthy membership base.
The primary reasons for MNH’s successful export are considered to be its effective communication of the product’s appeal and its simple ingredient formulation, which aligns with the current Hong Kong market. First, to overcome the challenge of marketing a beverage made from brown rice, the product was associated with the globally recognized concept of “coffee.” This is similar to how Japanese sake is often called “Rice Wine” overseas. Additionally, the company created buzz by proposing “comparative tastings” to enjoy the flavor differences based on rice production regions and varieties across Japan. Regarding ingredients, using only rice eliminates concerns about additives and lowers export barriers. Furthermore, being caffeine-free appeals to health-conscious consumers and those concerned about caffeine’s side effects.
Match Showroom expressed continued enthusiasm for seeking unique products on Japan Street.