AGF, a major Japanese food manufacturer, has captured the hearts of coffee lovers with its premium brand “Sen.” The concept of this product is “Coffee developed for the water of Japan.” Specifically formulated to match the soft water of Japan, the beans are meticulously selected from regions like Tanzania and Colombia. Using a unique roasting method that balances time and temperature, AGF maximizes the aroma while creating a clear, transparent taste. Its delicate fragrance goes perfectly with Japanese confectionery, enhancing their elegant sweetness.
A Legacy of Global Hospitality
“Sen” famously established its reputation at the International Media Center during the Ise-Shima Summit held in Japan. It was served cup by cup to media staff from around the world and was highly well-received, reaching over 7,500 cups in just two days! This milestone proved that Japanese coffee can offer the same level of relaxation and “Wa” (Japanese aesthetics) as traditional tea.
Perfect with Japanese confectionery!
Nowadays, the trend of pairing coffee with Wagashi (Japanese sweets) is bigger than ever. “Sen” is designed to ensure the coffee doesn’t overpower the delicate flavors of traditional treats.
Elegant richness: Kojun-koiaji
Features a fragrant aroma and profound flavor. It goes very well with sweets containing anko (sweet red bean paste) such as dorayaki or manju.
Mellow and brilliant: Tanrei-sumiaji
Characterized by a silk-like smooth aftertaste. This is the ideal partner for flavorful, crispy snacks like karinto or fragrant kurumi mochi. Even when the coffee gets cold, it retains a brilliant clarity, much like high-grade Japanese tea.
Where to Enjoy “Sen”
“Sen” is developed to match Japanese water, but it is delicious with any soft water worldwide. It can be purchased at major supermarkets, high-end department stores, and convenience stores across Japan. In 2026, AGF also hosts “Reiryo Coffee Ten – Sen” pop-up booths at various cultural festivals and tea ceremony events throughout the year. These open-air, Japanese-style spaces offer a blissful moment to experience the harmony of coffee and sweets in a pleasant season.
Official Product Page: https://www.agf.jp/lineup/sen/
