Magazine B is an ad-less monthly publication that introduces one well-balanced brand per issue, unearthed from around the globe. B not only shares untold stories behind the brand, but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

In 2013, Kenneth Shoji started coffee brand % Arabica as a small café in Hong Kong. Then, in 2014, the brand opened a global flagship store in Kyoto, Japan, under its "See the world through coffee" motto. One decade later, there are now more than 130 % Arabica stores all across Asia, the Middle East, and in major cities like New York City and London. The striking % logo and store design capture the spirit of Japanese minimalism, which advocates for the purging of unnecessary things. Indeed, the brand’s strategic location selection in iconic places coupled with its coffee quality control system are seen as qualities that helped % Arabica quickly become a rising global franchise.

Seoul, South Korea; 170mm x 240mm; 172 pages