Brewing the Future: Seven Café × UCC’s Hydrogen-Roasted Coffee

Hydrogen-Roasted Coffee uses hydrogen as a heat source, allowing for precise and stable temperature control at low heat. This gentle roasting method results in a clean, refined flavor with minimal bitterness.

The roasting technology was developed and implemented by UCC Ueshima Coffee, which became the first company in the world to achieve mass production of hydrogen-roasted coffee in April 2025. Moreover, since no CO2 is emitted during roasting, it represents a more environmentally friendly choice for coffee lovers.

At the event, Tomohiro Akutsu, President and Representative Director of Seven-Eleven Japan, emphasized that the decision to launch the product was based not only on its environmental value but also on its outstanding taste.
He revealed that during taste testing at Expo 2025, about 90% of participants gave the coffee high marks.
"This coffee offers something new for everyone—from loyal Seven Café fans to those looking for a smoother, more approachable flavor," Akutsu said confidently.

Hiroshi Shibatani, President and Representative Director of UCC Ueshima Coffee, explained that hydrogen roasting allows for far more precise temperature control than conventional gas roasting, unlocking the beans' full potential.
He also noted that climate change poses increasing challenges for coffee cultivation, with experts warning that by 2050, producing high-quality Arabica beans may become much more difficult. "UCC is taking proactive steps to address these issues ahead of the curve," he added.

Katsuro Doi, a barista and certified instructor at UCC Coffee Academy who participated in the development process, described the coffee as "clear and clean with no bitterness, featuring ripe fruity notes, caramel-like sweetness, a smooth mouthfeel, and deep richness—an easy, refined cup to enjoy any time of day."

Since its launch in 2013, Seven Café has sold more than 9 billion cups as of spring 2025.
Toshihiko Ishibashi, who developed the new product, "As we look toward our next milestone of 10 billion cups, this Hydrogen-Roasted Coffee marks a new chapter for Seven Café—one that combines innovation, quality, and sustainability."

At a public tasting event, many attendees had the opportunity to experience this "coffee of the future."
Feedback was overwhelmingly positive, with comments such as "refreshing taste," "the flavor holds up even after eating spicy food," and "a pleasant balance of bright acidity and mellow richness."

Guests also took part in creating a "Flavor Map" at the venue, using stickers to record their impressions. The map quickly filled with a wide range of opinions, with many noting the coffee's light, fruity profile. A social media–linked capsule toy campaign added extra excitement, turning the event into a fun, interactive way to experience both deliciousness and sustainability.

Barista Doi also introduced recommended pairings for the Hydrogen-Roasted Coffee—not only sweets but also light meals. He explained that the coffee's clean, clear flavor complements richer dishes, enhancing both tastes when enjoyed together.

President Akutsu added with a smile, "These are all long-loved favorites. I'll definitely give them a try myself."

President Akutsu compared the new Hydrogen-Roasted Coffee with the original, long-loved Seven Café brew, suggesting that customers enjoy them according to their mood or the time of day.
"For early mornings, the regular coffee—with its bold bitterness—is the perfect pick-me-up. For lunchtime, the Hydrogen-Roasted Coffee pairs beautifully with rich meals and offers a relaxing break," he said.

He also shared his vision for the brand. "As a provider of freshly ground and brewed coffee that's easy to enjoy, Seven Café aims to bring moments of happiness to people in their everyday lives. We hope you'll look forward to this new challenge we've taken on."

Combining flavor innovation with environmental consciousness, Seven Café Hydrogen-Roasted Coffee is now available at 7-Eleven stores nationwide. When the distinctive blue cup is inserted, the machine automatically recognizes it and brews the coffee using a dedicated recipe. During extraction, a short video introduces the concept and environmental benefits behind the product—enhancing the in-store experience.

Be sure to try this refreshingly clear-tasting coffee made with cutting-edge hydrogen roasting technology at your local 7-Eleven.

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