The Third Wave of coffee is a movement to produce artisanal high-quality coffee, like wine, rather than a commodity. This generation of farmers, roasters, and cafe owners focus on new premium aesthetics including location, sustainability, and transparency.

In Japan, this grassroots approach has infiltrated product packaging and retail merchandising with DIY solutions for roasting and brewing at home to ensure exceptional freshness. This display at Muji was one of several examples of marketing and promotions for The Third Wave with 'Premier Cru' green beans.