Plan de negocios para la creación de una cafetería con temática anime en la ciudad de Manta, innovación en experiencias kawaii japonesa.

Abstract

Kokoro An is an anime-themed coffee shop in Manta that fuses specialty Ecuadorian coffee with the Japanese anime-kawaii aesthetic. Its goal is to establish a strong and profitable brand that promotes otaku culture through innovative gastronomic and entertainment experiences. The main target audience is young people aged 18 to 34 (63% women), cosplay, karaoke, and manga fans, as well as families and tourists seeking memorable themed experiences. The commercial strategy is supported by social media (Instagram, TikTok, Facebook), direct sales, delivery, annual events, and a loyalty program called Kokoro Points. Promotional activities include BTL marketing (flyers, trade shows), ATL (radio spots), and partnerships with specialized influencers.