Global Food & Beverage Consultants 

Muji TeaHouse

Cafe Concept Development Support

Muji, the iconic Japanese lifestyle and retail brand, planned to introduce its first food and beverage outlet in Europe as the centrepiece of the new flagship store in Copenhagen. To bring this vision to life, Muji appointed world-renowned restaurateur Claus Meyer to lead the creative direction. THINK Hospitality were engaged to support the project with trend insights, market analysis and concept development expertise.

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Our work explored global best practice in retail-led F&B concepts, examined the evolution of Japanese food culture across Europe and assessed opportunities to create a hospitality experience that felt both authentic and aligned with Muji’s minimalist design philosophy. Through study tours, benchmarking and collaborative development sessions, we helped shape the strategic foundations and customer proposition for this first-of-its-kind venture.

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This process led to the creation of the Muji TeaHouse, located on the fourth floor of the iconic ILLUM department store. The concept adapts ancient Japanese tea traditions to a contemporary northern European context, featuring teas selected by Sing Tehus and a menu of cakes blending Danish baking with Japanese flavour profiles. To extend the offer throughout the day, the TeaHouse also serves classic Japanese lunch items including curry bread, small snacks, kombucha, beer and juices.