LE TENDENZE DI KYOTO Economia 💰 | Matcha, treni e caffè 🍵

LE TENDENZE DI KYOTO Economia 💰 | Matcha, treni e caffè 🍵

when you hear the word Kyoto you think of history a city of ancient traditions preserved in time moving at the slow pace of a thousand-year-old ceremony love matcha bullet train cafes
matcha brings me back to Japan
this is the other Kyoto the one that lives on social media feed a city driven by a powerful new kind of economy one built not just on preserving the past but on packaging it into stylish modern and incredibly profitable trains so how does it work the journey that became a destination the tea that became a global phenomenon and the cafes that sell an experience this is the story of Kyoto’s trend economy ready
yes let’s go
business of the journey battle of the railways everyone knows the Shinkansen Japan’s bullet trains which is a whole business on its own you can purchase delicious food on it set up your laptop and be productive while going at more than 200 km an hour bye Shankansson but the Shinkansen is just the beginning kyoto’s billiondoll industry is based on a single powerful idea monetizing tradition now when I say this you might be thinking of geishas and matcha at sunrise but actually starts before you even step foot in the city
today there are taking this special train the zen garden train botanical zen gardens inside and every card is a different theme this is k train garaku also known as the zen train a direct result of intense competition and a marketing tool japan’s railway system isn’t one giant entity it’s a network of competing private companies the corridor between Osaka Coobe and Kyoto is very competitive while the Shankansen operated by JR wins on speed private companies had to find another way to compete they couldn’t be faster so they decided to be better
one is autumn one is free
this strategy transformed the 45minute journey from a single commute into a memorable part of a tourist’s holiday the start of creating a billiondoll empire out of tradition it’s brilliant marketing essentially the entire trade is a moving billboard every tourist who is amazed by the Zen Garden pulls out their phone and posts it on social media free advertising and the ticket prices same as a normal train and now you want to go visit Kyoto a place that might not even have been on your list genius made it to Kyoto the biggest thing to come out of Japan since sushi matcha somehow this thousand-year-old powder tea has completely taken over it’s on every cafe menu it’s all over your Instagram feed and it has exploded into a global wellness craze powering a market with over $4 billion expecting to be 7 billion in the next 5 years the green gold rush matcha this is one of the most popular desserts in Kyoto right now matcha tiramisu but this vibrant green powder isn’t just a trendy flavor it’s the product of a thousand-year-old tradition so how do you turn a simple leaf in Kyoto into a global luxury well actually it’s China but it is Japan who perfected and popularized it into the commercial success it is today
as far as your eyes can reach in this whole temple you can actually see what he brought with him
this is Japanese green tea
did you know that thanks to Asa Sanju that we have matcha today this is considered uh the oldest sand temple in Japan right here in Kyoto while Kyoto made matcha famous it doesn’t actually grow here the engine that produces nearly every high quality leaf that you drink today it’s actually 30 minutes south of Kyoto in a small town called Uji we spend a few days in Uji and what you quickly realize is that tea isn’t just a crop here in Uji it’s the very air you breathe the tea fields are right next to the schools and the homes and the people here they are the true heart of matcha we were met with such incredible generosity and perhaps they are the secret ingredient to this tea our Airbnb host saw us introducing my parents to Wagu and real Japanese sushi and next thing he brought us some of the deer that he hunted and made himself dear that’s also we had the best ramen in Uji but back to the matcha this is Tsuenti and it has been standing right here at the foot of the Uji Bridge the oldest bridge in Japan since the year 1,160 making it the oldest continuously run tea house in Japan [Music] it’s almost impossible to comprehend this sea house run by the same family for 24 generations it has served shoguns and samurai and monks and travelers through centuries of Japan’s history and right here is our answer to Kyoto’s billiondoll matcha industry authenticity meets innovation authentic matcha tea made in the century old traditional way but commercializing the flavor here at the oldest tea house you can eat matcha ice cream matcha mochi and take home some matcha that is wrapped like a pristine gift if you are planning a trip to Japan or any other country in the world I highly recommend Olafly not only do they have eims for pretty much every country in the world they also have eims for different regions if you are going to Europe you don’t have to get a SIM card for every single country you’re going to you can just get an EIM for that entire region and they also have different prices for different lengths of stay the longer you go the cheaper it gets you can use my discount code kinfo travels for a discount at checkout or scan this QR code enjoy your trip and that brings us back to the Matcha Tiramisu in the most popular area of Kyoto Nen Zaka we just arrived at Matcha House where everything is matcha matcha drinks matcha sweets but this looks nice oh it’s terramisu oh I don’t know
it’s roasted green tea japan is all about a mix of old and new authenticity mixed with innovation they’re making it like the real way with like the little brush and everything it’s so cool [Music] number 14 [Music] we are at matcha house and it is incredible everything is like matcha tea and matcha and that is what made Kyoto’s economy matcha tea something as old as time using high quality matcha from a historic company but shaping it into something new and Instagrammable it’s like milky it doesn’t taste like choo the queue to get inside here is usually 2 hours it’s such an experience i brought my parents back here a few weeks to also experience it clearly the model works oh and more matcha the success of matcha didn’t happen in a vacuum it kicked open the door for a much broader trend you now see all over Kyoto’s most historic districts business of novelty designer Cafe Culture a masterclass in turning a simple drink into a high margin Instagrammable experience in the city’s most historic districts a new kind of gold rush is happening it’s not for gold but for coffee cakes and atmosphere just around the corner from the 8th century in Ashiki Market you will find a very popular cafe spot not with food but with tiny animals al cafes mini pig cafes shibu cafes otter cafe and of course a cat cafe it’s a cafe because you get a drink included with your experience and you’re actually paying for a block of time to be in a special environment with these animals [Music] [Music] heat heat [Music] [Applause] a lot of space for them to go when they don’t want to be touched you’re not allowed to chase after them or pick them up or anything like that in a country where it is really expensive to own or even purchase a pet these puppies go for $4,000 each it makes sense to pay for an interaction with an animal if you don’t have space or money for one this leads to a lot less abuse neglect and stray animals a reminder that for every 10 new subscribers to this channel we feed or donate a meal to a stray animal there’s a lot of animals in other countries that aren’t as lucky as the ones in Japan thank you for helping an animal go to bed with a full tummy tonight the business model is brilliant you take a simple everyday product like coffee place it in a timeless century old setting and you can charge a premium you’re no longer selling coffee you’re selling an experience in the heart of Kyoto’s most traditional district you’ll find what might be the most fascinating business case study in the entire city it’s a brand recognized in every corner of the globe
here’s a Starbucks doesn’t look like Starbucks but it is but this isn’t just any coffee shop this is a global corporation playing by Kyoto’s rules and the result is a billion dollar lesson in the power of tradition the first thing you notice is what you don’t see there’s no giant green sign the branding is so subtle it’s almost hidden this isn’t just a themed building it’s a genuine piece of Japanese history a 100-year-old makia a traditional townhouse that once belonged to a person of high status starbucks didn’t bolt this they meticulously restored it for 10 years it even features traditional tatami mat seating quietest box we’ve ever been there everybody just whispers all they It’s a win-win situation starbucks gets a priceless world famous location that draws in endless publicity and what does Kyoto get it gets a multinational corporation to pay for the expensive preservation of a very old building and it once again proves the central idea of their economy that tradition and culture is the main assets in their portfolio unfortunately not all of the tourists respect the tradition walking with their shoes on their tatami mats i’m like “Hey sorry you’re not supposed to wear your shoes.” And she just like looked at me and all their kids everybody just like stamping with their shoes on the tatami mats but everybody’s just like “What just happened?”
So J’s been wanting to try this what are you trying uh the what’s it called beef Kirby beef sushi
subscribe to not miss upcoming videos where we try Wagu and explore the world of the geisha samurai thank you so much for watching bye [Music]

KYOTO’S TREND ECONOMY 💰 | Matcha, Trains & Cafes 🍵 🚂

In this Kyoto documentary, we investigate the three pillars of its modern economic machine, providing a travel guide to the most unique and trendy things to do in Kyoto for your Japan trip.

WHAT YOU’LL SEE IN THIS VIDEO:

🚂 HANKYU KYO-TRAIN GARAKU:
A luxury sightseeing train, each cart has a different traditional Kyoto theme, like a rolling machiya with zen gardens and tatami seating.

🍵 UJI MATCHA & JAPAN’S OLDEST TEAHOUSE:
We travel to Uji, the birthplace of Japanese green tea, to find the best matcha in Japan. Visit Tsuen Tea, the oldest teahouse in Japan and hunt down the viral matcha tiramisu.

☕ KYOTO’S BEST & MOST UNIQUE CAFES:
We visit the famous Starbucks in Ninenzaka, inside a traditional machiya house near Kiyomizu-dera Temple and stop by an adorable Kyoto cat cafe for a relaxing break.

00:00 Kyoto’s Trend Economy
00:50 Zen Train Kyo-Train Garaku
03:01 Matcha Gold Rush
03:53 Uji Birthplace of Matcha
04:35 Tsuen Tea Oldest House
06:13 Matcha Tiramisu Maccha House
07:40 Designer Cafe
08:10 Cat cafe
09:32 Starbucks Ninenzaka
11:31 Coming Up

This video is essential viewing for anyone planning a trip to Japan and looking for unique things to do in Kyoto beyond the typical tourist spots.

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