The purpose of this study is to demonstrate that developing countries have been implementing specific strategies to increase their coffee export volume and value to Japan in the last decade. Additionally, it analyzes how the Japanese market is changing the competitive scenario and providing opportunities to the producing countries. Coffee in Japan is mainly supplied by six developing countries; among them, Colombia has special merit because of its solid presence in the Japanese market since 1962, achieved through the National Federation of Coffee Growers of Colombia and the good performance of Colombian coffee in Japan. This country, which was not a traditional coffee consumer, now has become the third largest consumer among importing countries. Furthermore, Japan has positively influenced coffee transformation.