Thanks Mani Sir. Apart from the coffee story, the most important message of this mail is in the last 6 paragraphs - starting with " That's why we must be very mindful xxxxx."
This is why, brahmins, at least until recently, BY AND LARGE, have good habits like rising early, being disciplined, praying, going to temples, not going after cine fan clubs, concentrating on studies etc. And that's why you did not have many brahmins, until recently, not taking up to sports as the emphasis was always on education and discipline, to the near total exclusion of others - music and dance being the exceptions. And many brahmin teachers emphasized on good education and discipline and never hesitated to punish, if we did not follow the rules. I still feel the pain my math teacher inflicted on my hand, with a ruler, if my answer was not correct. I find it strange that people now can't do simple additions and multiplications mentally but have to rely on calculators. As these luxuries were not there then, we were taught to do many sums mentally, which added to the mind's thinking capacity. But then this is the age of A I. Not that others are not like this BUT generally, since we in T N, brahmins have been nearly ostracized our emphasis has always been on the studies. But things are changing though. N Sekar On Sat, Jul 12, 2025, 5:53 AM APS Mani <[email protected]> wrote: > A beautiful narration of coffee's travel to the hearts of the Japanese. I > landed there in 1976, and by that time, there were COFFEE SHOPS all over > the city of Tokyo. Mainly imported from Colombia. I do not know how much > credit to give to Nestle. Best wishes, > > Mani > > On Fri, Jul 11, 2025 at 1:39 PM Narayanaswamy Sekar <[email protected]> > wrote: > >> >> >> >> >> After World War II, Nestlé wanted to enter the Japanese market. Their >> goal was to create a new market for coffee. But no matter how much >> advertising they did, coffee sales remained dismally low. >> >> Nestlé had perfected their product: >> >> Excellent taste >> >> Affordable price >> >> Attractive packaging >> >> >> But all of that was in vain, because coffee simply didn’t have a place in >> people’s daily lives. Traditional marketing methods failed because they >> focused only on product features—not on the emotional makeup of consumers. >> >> Instead of throwing more money into advertising, Nestlé made a bold >> decision. They hired Clotaire Rapaille, a French psychoanalyst and >> marketing expert. His task was to discover the root reason why Japanese >> people weren’t drinking coffee. >> >> Rapaille’s research revealed something crucial: people form emotional >> bonds with foods and drinks they experience in childhood. >> >> In Japan, there were no childhood memories related to coffee. Traditional >> Japanese culture was dominated by tea and other beverages. Coffee had no >> historical or emotional presence. >> >> Rapaille suggested a highly innovative solution: stop trying to sell >> coffee to adults and instead focus on coffee-flavored sweet products for >> children. >> >> This was a daring strategy because it went against conventional marketing >> wisdom. >> >> Following Rapaille’s advice, Nestlé introduced products like: >> >> Coffee-flavored candies >> >> Coffee jelly-like desserts >> >> Coffee-infused chocolate >> >> Sweet treats with hints of coffee >> >> >> All these products had a single purpose—to introduce the taste of coffee >> to children. It was a long-term strategy, and its results wouldn’t be >> immediate. >> >> By the 1980s, those children had grown up and entered the workforce. They >> were already familiar with the taste of coffee, and now they genuinely >> needed caffeine. With the stress of work and fast-paced lifestyles, they >> began to require caffeine to stay energized. >> >> Nestlé reintroduced instant coffee to the Japanese market—and this time, >> it was a massive success. >> >> By 2014, coffee consumption in Japan had reached record levels. Today, >> Japan imports more than 500,000 tons of coffee every year, and Nestlé is >> the undisputed market leader there. >> >> Nestlé’s success story in Japan is considered a milestone in the business >> world. Today, Japan is a nation of coffee lovers. Changing the cultural >> habits of an entire country became possible due to the insight of a >> psychologist who understood that childhood experiences shape lifelong >> preferences. >> >> This is why we must be very mindful about what we teach children—what >> language they learn, what foods we give them, what experiences we expose >> them to—because these things ultimately shape their culture. >> >> For those looking to culturally influence others, a child's mind is the >> real battlefield! >> >> Have you realized this has already happened to us? >> >> For example, the idea that "Cake = Celebration" has been so deeply >> ingrained in our minds since childhood that today we order cakes for >> everything—not just birthdays, but also exam success, weddings, promotions, >> retirements, and so on. >> >> A hundred years ago, 90% of Indians didn’t even know what cake was! >> >> Today, when we go to McDonald's with our kids to celebrate something, or >> order pizza and Coke/Pepsi, we are creating lasting childhood memories for >> them… and in the process, we are unknowingly creating lifelong customers >> for these companies. >> Yahoo Mail: Search, Organize, Conquer >> <https://mail.onelink.me/107872968?pid=nativeplacement&c=US_Acquisition_YMktg_315_SearchOrgConquer_EmailSignature&af_sub1=Acquisition&af_sub2=US_YMktg&af_sub3=&af_sub4=100002039&af_sub5=C01_Email_Static_&af_ios_store_cpp=0c38e4b0-a27e-40f9-a211-f4e2de32ab91&af_android_url=https://play.google.com/store/apps/details?id=com.yahoo.mobile.client.android.mail&listing=search_organize_conquer> >> >> -- >> To go to your groups page on the web, login to your gmail account and >> then click on https://groups.google.com/ >> --- >> You received this message because you are subscribed to the Google Groups >> "iyer123" group. >> To unsubscribe from this group and stop receiving emails from it, send an >> email to [email protected]. >> To view this discussion visit >> https://groups.google.com/d/msgid/iyer123/CABC81Ze4V71xFoGL6Vd1CpYu5zoiTQM2vWt4ODKjCe4EQE2Jow%40mail.gmail.com >> <https://groups.google.com/d/msgid/iyer123/CABC81Ze4V71xFoGL6Vd1CpYu5zoiTQM2vWt4ODKjCe4EQE2Jow%40mail.gmail.com?utm_medium=email&utm_source=footer> >> . >> > -- > To go to your groups page on the web, login to your gmail account and then > click on https://groups.google.com/ > --- > You received this message because you are subscribed to the Google Groups > "iyer123" group. > To unsubscribe from this group and stop receiving emails from it, send an > email to [email protected]. > To view this discussion visit > https://groups.google.com/d/msgid/iyer123/CAOCR2sqx-xky-Fg%2BL36OiT5CM0GrW8dsCqiig-6LGs6xQPCDsQ%40mail.gmail.com > <https://groups.google.com/d/msgid/iyer123/CAOCR2sqx-xky-Fg%2BL36OiT5CM0GrW8dsCqiig-6LGs6xQPCDsQ%40mail.gmail.com?utm_medium=email&utm_source=footer> > . > -- You received this message because you are subscribed to the Google Groups "Thatha_Patty" group. To unsubscribe from this group and stop receiving emails from it, send an email to [email protected]. To view this discussion visit https://groups.google.com/d/msgid/thatha_patty/CABC81Zcd_MMdhzsvGAcghDP3WU9uQSp%3DPKP_L_4A-QcOgr878A%40mail.gmail.com.
