Sometimes, even though the heart may say "shop till you drop," the body doth protest. Though many shops still have a "no food or drink" rule, there are a growing number in Tokyo that offer high-quality coffee alongside curated retail products, so you can keep your shopping energy up while enjoying some of Tokyo's best coffee.
And, if you think these coffee stands are just gimmicks — like tacky Instagram walls — to attract surface-level customer attention, think again.
According to a 2013 market research survey conducted by consulting firm Accenture, 82 percent of millennial consumers (defined as those born between 1980 and 2000) prefer shopping in brick-and-mortar stores as compared to online stores, provided the shopping experience is a positive one. And, according to a 2017 Forbes article, placing a cafe or coffee shop inside a retail space fosters a culture of "coffee shopping" that de-emphasizes merchandise and prioritizes the overall shopping experience.
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