Japan succumbs to 7-Eleven's $1 coffee

7-Eleven's $1 cups of black coffee boost sales and help to make coffee the fastest-growing drink market in Japan.

Coffee sales at convenience stores surged 48% last year, making it the beverage with the fastest growth rate in the Japanese drinks market. One of the key factors behind the surge is the $1 coffee being sold at local 7-Eleven stores, reports the Bangkok Post.

Japan has experienced an increased demand for coffee in recent years and is now the world´s biggest coffee importer after the US and Germany.

Global convenience giant 7-Eleven plans to increase coffee sales by 21% by next year, with an expected 850 million cups being sold across their 17,600 stores nationwide.

Although quality coffee retailers such as Starbucks, which operates 1,100 stores in the Asian country, have experienced continuous growth through in recent years, many people feel their products are too expensive to consume on a daily basis and opt for convenience stores.