Case Study: Akko Café

Introduction

Akko Café, recently founded in Brussels, is a place that blends Japanese and European culinary cultures. At its heart, Akko Café is also a Japanese tea house — a concept deeply rooted in Japan’s cultural tradition of hospitality and mindfulness. In Japan, a tea house (chashitsu) is a place dedicated to the art of tea, where the preparation and serving of tea are guided by principles of harmony, respect, purity, and tranquillity. These spaces are designed to encourage calm and reflection through simplicity, natural materials, and attention to detail.

The café was founded by Jane, a 25-year-old with Japanese and French roots. Her idea was to bring together the refined flavours and serenity of Japanese tea culture with the convivial spirit of European cafés. The aesthetic of AkkoCafé also owes much to family collaboration. Rebecca, who is Jane’s sister, worked with her colleague Marion Zirn, an industrial designer, to create the furniture and leave a mark on the atmosphere, combining craftsmanship and design to give the space its quiet elegance.

The Help of the EU-Japan Centre

In November 2022, the young entrepreneur contacted the EU-Japan Centre for Industrial Cooperation, an organisation that supports business collaboration between the EU and Japan and helps European SMEs identify reliable partners, understand market opportunities, and expand their presence in Japan.

Through the Centre’s Food & Beverage B2B Matchmaking Days, she was able to meet several potential Japanese suppliers online, holding regular video meetings to discuss products, logistics, and possible cooperation. These exchanges gave her the confidence and contacts needed to refine her concept and move towards establishing direct partnerships in Japan.

Establishing contacts with Japanese suppliers

After shortlisting suppliers, Jane travelled to Japan for a month, visiting Shizuoka, Osaka, and Kanazawa to meet partners in person and finalise agreements. Her bilingual background and cultural experiences proved essential in building trust and ensuring smooth communication with Japanese suppliers. These connections allowed her to import authentic ingredients, teas, and utensils that now define the café’s unique identity.

Beyond food and tea, the café also functions as a concept store, selling Japanese ceramics and utensils, specifically those destined for tea preparation. The interior, designed by Jane’s sister, follows a minimalist Japanese style, using natural wood, soft lighting, and muted colours. Its large window facing the street has already become a signature feature, inviting visitors to stop by and enjoy a peaceful moment.

While Paris has long embraced Japanese cafés, Brussels is only beginning to explore this trend. Jane saw an opportunity: Belgian consumers, including many internationals, are increasingly open to new tastes and cultural experiences. Akko Café’s blend of authenticity, simplicity, and innovation meets this growing curiosity and positions it as one of the few places in Brussels where Japanese tea culture can be experienced in an authentic way.

By supporting entrepreneurs like Jane, the EU-Japan Centre for Industrial Cooperation continues to foster cross-border partnerships, encourage cultural exchange, and strengthen the presence of high-quality Japanese products and craftsmanship within the European market.

Text based on an interview with Jane Rebille, founder of Akko Cafe. Attended the EU-Japan Centre’s Food & Beverage B2B Matchmaking Days.

Published in November 2025.