The Yamamoto family came to Brazil in the 1940s on the run from the second Japanese bell war between the Republic of China and the Japanese empire. Grandfather Hayato Yamamoto worked on a coffee farm in the state of Belém – Brazil but he had never experienced the passion to have a delicious coffee and to return to Japan until his death, then in 1985 the family in honor of his death decided to create a cafeteria with the name of rising sun where it meant to bring a new peace and joy to the Japanese people (where they believe that a new day will emerge).

Brand concept: Bring a premium experience of experiencing coffees both from Brazil and from around the world. And always think that sunrise is a new day. Family Brand features: family, strong, togetherness, peace, experience, flavour.

In honour of the Yamamoto family, they decided to create a cafeteria where their differential was to bring the quality of the coffee and the experience of a new day. A culture of the Japanese a new day, a new hope.

The concept of the brand was to bring this memory of Japan with the inspiration of Mount I escaped and the rays embraced giving an air of family experience. The creation of the packaging brings more of this premium experience of having a coffee from anywhere, whether at home, or at the place of the establishment. The positioning of the brand leads more to the family habit, always welcoming customers and not to let it go and kill homesickness. The company developed a signature box where they will have a passport explaining where that coffee came from, how it was made and the family’s production origin.