NESCAFÉ APARTMENT #IcedCoffeeThatDissolvesWithNeighbors | Shinjuku Southern Terrace Square

Nestlé Japan Ltd. is the Japanese subsidiary of Nestlé, the world's largest food and beverage company headquartered in Switzerland. They held "NESCAFÉ APARTMENT #IcedCoffeeThatDissolvesWithNeighbors," an experiential event promoting the appeal of the regular soluble coffee "NESCAFÉ Iced Blend," which is dedicated to iced coffee. BEEATS supported this event consistently from planning, space design, and construction to personnel operation.

Event Overview

Event Name	NESCAFÉ APARTMENT #IcedCoffeeThatDissolvesWithNeighbors
Venue	Shinjuku Southern Terrace Square
Event Period	April 28, 2026 (Tue) – May 6, 2026 (Wed)
Scope of work	Planning, space design, design, construction, production of flat tools, personnel arrangement, and operation

Event details here: https://www.nestle.co.jp/media/pressreleases/20260413_nescafe

Expanding awareness of the product feature "Quickly dissolves in cold water"

ーBackgroundー

While the iced coffee market is maturing, "NESCAFÉ Iced Blend," launched in 2025, has exceeded 100,000,000 cups in total cumulative sales^*. To further expand awareness as a more convenient yet more authentic iced coffee, an event was needed that provided the feature of "quickly dissolving in cold water" as an "experience" rather than just information.

BEEATS has previously supported Nestlé Japan's brand experiences, such as the tasting promotion for the new "NESCAFÉ Dolce Gusto Neo" product across 11 venues nationwide. For this initiative at Shinjuku Southern Terrace, we utilized our accumulated knowledge to plan and examine how to stop targets in their tracks and create immersive productions that evoke scenes of daily consumption.

^{*Calculated based on 2g per cup of sales volume from March to December 2025}

Production that aligns with lifestyles, experienced with "apartment residents"

ーEvent Planning Pointsー

• Installing "4 unique rooms" modeled after an apartment room outdoors
• Appointing influencers as "Special Residents" to suggest lifestyle scenes featuring the product
• Providing surprise and tastings like a "It Dissolves!" experiment at the free tasting space
• Dynamically visualizing "dissolving in water" using a giant iced coffee-shaped monitor
• Launching gift campaigns you can participate in through SNS posts

In this event, we set up a trailer in an urban outdoor space, modeled after an apartment room. Influencers, acting as residents of each room, introduced the solubility and arranged recipes of "NESCAFÉ Iced Blend." It was designed to allow people to experience ways to enjoy "NESCAFÉ Iced Blend" layered with their own lifestyle scenes, just like visiting a friend's house.

Promoting 4 arrangements in 4 rooms

On the first day of the event, four popular influencers, Ayannu, Kanta from Mizutamari Bond, Eri Kabaki, and Alan Takahashi, appeared in each room as "Special Residents" and introduced ways to enjoy "NESCAFÉ Iced Blend" that fit their respective lifestyles.

10,402 people experienced it, contributing to the expansion of the fan base through the experience

-Results-

The venue in Shinjuku during the Golden Week period was bustling with many visitors every day. It was an opportunity to directly convey product value, with visitors expressing surprise at the experience of "quickly dissolving in water," which is a feature of "NESCAFÉ Iced Blend."
Through influencer outreach and SNS posting campaigns, we created a space where a wide range of people could encounter "ways to enjoy iced coffee in their own way." This led to increased awareness not only among existing fans but also among many people who visited Shinjuku.

About "NESCAFÉ Iced Blend"

"NESCAFÉ Iced Blend" is a premium iced coffee that allows you to enjoy a special moment brought by a crisp, light flavor and the aroma of freshly ground beans. We pursued deliciousness as an iced coffee and completed it with great care in every step of the blend, roasting, extraction, and manufacturing process. Another appeal is its ease of use, as it quickly dissolves in cold milk or water.

"NESCAFÉ Iced Blend" Brand Site: https://nescafe.nestle.jp/icedblend

Consult BEEATS for experiential promotions and nationwide events

BEEATS consistently supports experiential promotions aimed at expanding awareness and acquiring fans for new products across a wide range of industries, including food, home appliances, and cosmetics. From designing experiences that resonate with the target to space design, construction, and nationwide event operation (staffing and management), we propose promotions that are directly linked to solving issues.

▶ Click here for details on experiential promotion event planning, design, and operation services

If your company is considering nationwide event deployment or promoting brand understanding through product experience, please feel free to consult us.