Retail in Asia

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illy brings Italian cafe culture to Japan

Transplanting Italian cafe culture to Japan is a big challenge, but it’s one that Gen Saito relishes. Saito, Director of Marketing & Planning and New Business Development for Pronto Corporation, took on the job two years ago, and in a market dominated by big chains such as Starbucks, Tully’s and traditional Japanese "kissaten", he and his team have managed to create a niche for the relatively new brand of espressamente illy.