The Coffee.ザ·コ-ヒ-:
Where Japanese Aesthetics Meets
Brazilian Coffee Excellence
The Coffee. Opens Its First Store in Seongsu
The Coffee.ザ·コ-ヒ- is a specialty coffee brand
that brings together the delicate aesthetics of Japan
and the rich essence of Brazilian coffee.
Founded by three Brazilian brothers inspired by
their travels in Japan, The Coffee.
is not just a café— it’s a lifestyle space.
In May 2025, it opened its first Korean store
in Seongsu-dong, Seoul,
offering a new coffee experience that
perfectly blends trendiness with independent sensibility,
reflecting the brand’s unique identity.
With its red-brick façade, refined logo,
and calming music, the moment you step inside,
a different rhythm from daily life begins.
It’s a space not just to drink coffee,
but to linger for inspiration and creative energy.
The Coffee. transforms consumption into an experience.
The Beginning: Japan, 2017
In 2017, Alexandre, Carlos, and Luis Pertonani
traveled to Japan and discovered cafés
that were unlike anything they had seen before—
small, quiet, technically sophisticated, and impeccably refined.
Deeply inspired, they returned to Brazil with a vision:
to bring a fresh wave to Brazilian coffee culture.
The Coffee. was born, offering a bold concept even within
Brazil, with minimalist design and an efficient system.
Its consistent customer experience and stylish branding
quickly gained recognition, paving the way for early success.
From Paris to a Global Lifestyle
The Coffee. has expanded beyond Brazil to Japan
and Europe, captivating coffee lovers worldwide.
Among its international locations,
the Paris store stands out as the most urban expression
of the brand’s philosophy.
Nestled in the heart of the city, it blends seamlessly with
the historic surroundings while maintaining a clear presence.
The exterior retains classic Parisian charm,
but inside, minimalist lighting, sleek architecture,
and a clean bar capture the eye.
In this pared-down space, coffee comes into its purest form.
Its Japanese-inspired simplicity offers a fresh perspective
even within Europe’s specialty coffee scene.
Beloved by both travelers and locals,
the Paris store demonstrates that The Coffee.
speaks the “language of space,”
reflecting the unique spirit and culture of each city it enters.
Simple Yet Unforgettable Menu
The Coffee.’s menu is short and concise,
yet every item is innovative and daring.
Each beverage has its own name and story,
combining Japanese restraint with Brazilian character.
Signature offerings like the Pure Black espresso represent purity,
while drinks such as Ichigo Matcha,
blending matcha with strawberry sweetness,
showcase a sensory twist. Every beverage is crafted with
care by renowned baristas and coffee experts.
Whether hot or cold, each drink is designed with
delicate balance and creativity, constantly refreshed
to reflect the seasons and trends.
Beyond Coffee: A Lifestyle
The Coffee. is more than coffee—it’s a lifestyle brand.
Through the principles of simplicity, attention to detail,
and refined taste, it creates meaningful connections with its customers.
Starting with Japanese aesthetics, the finest Brazilian beans,
and now its first chapter in Korea’s Seongsu,
The Coffee. continues to reinterpret the essence of each city in
its own language, crafting new stories across the globe.
The Coffee. ザ・コーヒー / Paris
Address
2 Rue Saint-Gilles, 75003 Paris, France
Hours
08:00 – 19:00
The Coffee. ザ・コーヒー / Seongsu
Address
27, Seoulsup 2-gil, Seongdong-gu, Seoul, South Korea
Hours
10:00 – 20:00