“Coffee Diplomacy” at APEC 2025
Japan’s newly appointed Foreign Minister Toshimitsu Motegi attracted global attention during the APEC 2025 Korea Summit by visiting Imunika, the event’s official coffee sponsor. Imunika is a Korea–U.S. startup known for its innovative “Wellness Specialty Coffee,” combining Korean fermentation techniques with Seattle-style specialty roasting.
Unexpected Viral Moment
Motegi was filmed sampling Imunika’s bio-fermented coffee, and the video posted on his official social media quickly went viral. Within 48 hours, it amassed over 4 million views, 60,000 shares, and 15,000 comments. This unexpected exposure notably softened Motegi’s typically firm public image.
"I didn't expect the video introducing the coffee to be viewed more than four million times," said Motegi in a follow-up interview.
Context of Tariff Negotiations
Motegi is set to play a key role in upcoming Japan–U.S. tariff discussions with President Trump. His moment at Imunika offered a humanizing glimpse amid these high-stakes economic talks.
About Imunika
- Founded jointly in Korea and the United States.
- Focuses on bio-fermented coffee.
- Represents a shift toward Wellness Specialty Coffee.
- Combines traditional Korean fermentation with specialty roasting from Seattle.
This episode highlighted how a simple coffee experience can bridge cultures and soften diplomatic perceptions during complex negotiations.
Author’s summary: A viral coffee moment at APEC 2025 revealed the softening effect of cultural exchange as Japan’s Foreign Minister prepared for crucial tariff talks with the U.S., spotlighting a Korean-American startup’s innovative coffee blend.