Overview

In 2002, as a World Cup host country, Hidetoshi Nakata wanted to “create a hospitality center to welcome supporters from overseas” and “create a communication space where everyone can enjoy soccer beyond national borders.” This led to the planning and operation of a real store for a limited time. Since 2002, cafes have been continuously developed with various concepts in Japan or at World Cup venues.

URL: nakata.net/cafe2014/

Activities

In 2002, the cafe was developed as a concierge cafe under the concept of “Welcome Japan.” It provided concierge services that could handle multiple languages and public viewings of all matches, attracting more than 140,000 visitors. During the 2006 FIFA World Cup Germany, it was held as “a place where you can experience excitement and emotion up close while in Japan,” and during the 2010 FIFA World Cup South Africa, it was held as “a service space that can only be realized now by incorporating what Hidetoshi Nakata has traveled around the world and Japan to feel and absorb.” Both were mainly implemented in Japan.

During the 2014 FIFA World Cup Brazil, we collaborated with the popular cafe “Octabio” in Sao Paulo with the aim of widely disseminating Japanese culture and “Japan Style” to people around the world. It was open for a limited time in Sao Paulo, Brazil.