Imagine one morning, you order your usual coffee at a café. What do you do with the cup after you finish drinking? Most people would naturally toss it in the trash. But what if that cup were edible? What if it were made of a delicious cookie and was kind to the environment?
That idea took shape as “ECOPRESSO.” The experience of enjoying your coffee and then eating the cup itself not only overturns our common sense but also offers a new value of being both delicious and sustainable. It has a cute appearance and an authentic taste. On top of that, it is environmentally friendly, with consideration for food waste and garbage issues. This is the charm of ECOPRESSO.
The question “Why edible cups now?” is rooted in today’s social issues. In Japan alone, billions of disposable cups are discarded each year, with most ending up incinerated or in landfills rather than being recycled. In addition, plastic lids and straws become marine debris, causing severe damage on a global scale.
Against this backdrop, ECOPRESSO functions as more than just a novelty. It is a form of “designing action.” By making consumers think, “I want to try this because it’s fun,” it naturally encourages environmentally conscious behavior. This design philosophy runs through every aspect of ECOPRESSO.
In this article, we explore the background of ECOPRESSO’s concept, the product's appeal, and the initiatives of the company that created it, 10SENSE, while uncovering new possibilities at the intersection of food and sustainability.
ECOPRESSO Overview
ECOPRESSO is a coffee-serving style that uses an “edible cup” made from cookie dough. Born in Osaka in 2015, it has gained attention not only for its striking appearance but also as an approach to environmental issues. The cup’s dough is designed not to be overly sweet, achieving a perfect balance with the rich espresso.
Instead of “drinking and then throwing it away,” the idea is to “drink and then enjoy eating it.” Since its creation, ECOPRESSO has been experienced by many people through cafés, events, and pop-up shops across Japan. Today, special baking molds are also sold online, allowing people to enjoy this “eco-friendly and cute” experience at home.
Ecopresso for Enjoying Great Espresso
This is a demitasse cup made from a cookie, developed specifically for espresso.
Named “Ecopresso” as an eco-friendly espresso experience that can be enjoyed entirely, this edible cup has gained strong support among younger consumers, with more than 18,000 posts shared on social media, primarily on Instagram.
Ecopresso was created from a simple question—“What does true sustainability really mean?”—along with a desire to share espresso culture with a wider audience. By carefully refining the cookies' flavor beyond serving as a container, achieving a balance between functionality and taste as an edible, and creating a flavor that enhances the espresso experience.
The price is 2,640 yen (tax included) for a gluten-free Ecopresso set consisting of two boxes, each containing five cups, for a total of ten cups.
This product is particularly well-suited for environmentally conscious consumers and younger audiences who value visual appeal and shareable experiences on social media. It is also an excellent match for cafes, coffee stands, hotels, and event venues that prioritize experiential value and novelty, offering a new way to serve espresso. In addition, Ecopresso is ideal for corporate promotions focused on sustainability, as well as for retail and gift markets that emphasize eco-friendly products.
The Impact of Edible Cups: Balancing Taste and Functionality
Source: 10sense Homepage
ECOPRESSO’s most prominent feature is, without a doubt, the fact that the cup itself is made of cookie. Until now, drink containers have typically been made of paper, plastic, and sometimes ceramic or metal. ECOPRESSO, however, has boldly overturned conventional wisdom with its innovative choice of making the cup edible.
This cookie cup has a toasty, slightly sweet aroma and looks like an ice cream cone. Its production involves careful craftsmanship and technique. For example, to withstand the high temperature and liquid of espresso, the outside of the cup is baked to a crisp. At the same time, the inside maintains a firm thickness yet delivers a perfect texture that crumbles pleasantly the moment you take a bite.
The sweetness is intentionally kept mild, creating a perfect balance with the rich bitterness of the espresso. It is not just an “edible cup” but one designed to be made together with the drink. Another noteworthy point is the dedication to its production site. In a specialized workshop in Osaka, artisans carefully craft each cup using custom molds, without compromising quality or flavor. Baking time and temperature are finely adjusted based on weather and humidity, ensuring every product is shipped in the best possible condition.
As a result, it is not “just a novelty item,” but a genuine coffee experience that achieves both taste and functionality. Since it can be enjoyed like a dessert, many people have it in place of sweets. Delicious, fun, and waste-free, this is genuinely the ideal fusion of food and eco-friendliness.
Background and Development Story of ECOPRESSO
The innovative idea of ECOPRESSO emerged at the intersection of creative thinking and social awareness. Hiroki Ito, the founder of 10SENSE, originally worked in advertising and design but had a strong interest in themes such as food and ecology.
The inspiration came from seeing an overseas exhibition on “edible containers.” From there, he wondered, “Could we create something fun like this in Japan?” This idea eventually took shape as an experience where you can enjoy a drink and then eat the cup itself.
That said, the actual development was far from easy. At first, they tried repurposing cone-type ice cream cups, but ran into numerous issues—they would collapse under the heat of coffee, the aroma would mix undesirably, and the sweetness was overpowering. As a result, they started from scratch, repeatedly prototyping and fine-tuning baking time, thickness, and ingredient ratios until they finally perfected the current “cookie cup that pairs well with coffee.”
In this process, particular emphasis was placed on “visual appeal” and “flavor balance.” The goal was not just to create something unique, but to deliver an experience that is truly “delicious to drink and delicious to eat until the very end.” To achieve this, they collaborated with professional pâtissiers to develop the ingredients and recipes.
In 2015, this creation was first served under the name “ECOPRESSO” at a café in Tenma, Osaka. It quickly became a hot topic, spreading nationwide through social media.
Expanding Ways to Enjoy: Experiencing ECOPRESSO at Home
Source: 10sense Homepage
ECOPRESSO is not just a special item served in cafés. Today, dedicated baking molds are available for purchase, allowing you to recreate ECOPRESSO at home. With a mold that comes with a recipe, anyone can try making their own “edible cup” at home.
For example, on a weekend morning, you could knead and bake cookie dough with your children, then pour in a strong coffee to enjoy together. Moments like these go beyond a simple meal, becoming valuable family communication. Of course, it’s not limited to coffee—you can also fill the cups with tea, ice cream, custard, and more to enjoy different variations. The mold also makes for a visually appealing dessert at a home party.
Baking mold sets often come with an original cookie recipe, complete with detailed tips on dough firmness, baking time, and other key points. Since the flavor can vary depending on choices such as the type of flour or butter, more and more users are enjoying making their own “original ECOPRESSO.”
It has also become a hot topic on social media, with many people sharing their homemade creations using the hashtag #エコプレッソ (ECOPRESSO). Users proudly showcase the cups they’ve baked, experiment with the drinks they pour into them, and bring the “entertainment x eco” fusion into their homes. This kind of fun naturally fosters environmental awareness within households.
ECOPRESSO is also gaining popularity as a material for children’s independent research projects, events, and workshops—spreading the idea of an experience that is “fun and eco-friendly” into everyday life.
ECOPRESSO’s Buzz and Media Presence
ECOPRESSO’s unique concept quickly became a hot topic on social media and has been featured in numerous media outlets. Its charming appearance, the surprise factor of being “edible,” and its approach to environmental issues have all been well-received. On platforms like Instagram and Twitter, many posts are shared using hashtags such as “#ecopresso.”
It has also been frequently featured on television, in magazines, and across online media, appearing in programs focused on sustainable idea products and in articles highlighting next-generation foods. Notably, it was prominently featured in the pamphlet for the OSAKA Manufacturing Exhibition 2023 published by the Osaka Industrial Promotion Center, where 10SENSE’s initiatives were highly praised for their innovation and uniqueness.
ECOPRESSO is also attracting attention worldwide. Through its English name and participation in exhibitions, it has already begun to spread the concept of “delicious sustainability” across borders. As a product that embodies the crossover between food culture and environmental awareness, it is likely to benefit from strong compatibility with inbound tourism and the travel industry, serving as a tailwind for future business expansion.
Future Outlook: Future Choices That Begin with “Eating”
Ecopresso is evolving into “NEW ECOPRESSO” with an eye toward overseas distribution, positioning it as a product designed for global markets. By reducing sugar content and offering options that accommodate butter-based recipes, gluten-free needs, and halal standards, the product has been developed to meet a wide range of dietary preferences and cultural values. For its international design registration, the company used the Small and Medium-Sized Enterprise Overseas IP Application Support Program provided by JETRO, and it plans to begin wholesale distribution to cafes across Europe.
At the same time, inquiries from B2B clients have been increasing, and Ecopresso has been gradually expanding by tailoring its use to each company’s unique concept. However, there are no plans to pursue rapid business growth. Instead, the focus remains on operating the original cafe carefully while continuing to be involved in the business in a sustainable and manageable way.
Looking ahead, the priority is to focus on initiatives that will benefit future generations. Currently, coffee grounds produced at the cafe are sold as fertilizer, but plans are in place to introduce fermentation facilities in the future. This would make it possible to collect coffee grounds from other cafes, convert them into fertilizer, and return the finished product labeled with each cafe’s own branding—creating a circular, sustainability-driven business model.
Potential as a Sustainable Concept: The “Edible Cup” Spreading Worldwide
Source: 10sense Homepage
The concept of ECOPRESSO is not limited to Japan—it is also making waves in café culture around the world. In recent years, as the focus on sustainability has accelerated in regions such as Europe and North America, “eco-friendly and creative dining experiences” have become a topic of global interest.
ECOPRESSO actively participates in events, exhibitions, and international trade fairs, and has been featured in overseas media and on social media as an “eco-innovation from Japan.” In addition, posts by tourists on social media have boosted its appeal to inbound visitors, expanding its potential as an experiential attraction for visitors to Japan.
An increasing number of cafés and restaurants overseas are being inspired by this concept and considering introducing similar products. 10SENSE itself is eager to expand internationally, launching an English website and starting promotions in multiple languages.
As the world faces global challenges, ECOPRESSO offers an approach that allows everyone to participate “enjoyably.” It is likely to continue spreading as a symbol of Japan’s culture and creative spirit.
Business Potential: A Subscription-Based ECOPRESSO Experience?
ECOPRESSO is moving beyond being just a passing trend, evolving into a sustainable business model. One notable initiative is the sale of “ECOPRESSO baking molds” for home use. This allows people to easily make cookie cups at home, pour in coffee, and share the eco-friendly experience with friends and family.
Another promising prospect is a subscription-based “ECOPRESSO experience kit.” For example, a service that delivers original flavored cups or limited-edition coffee beans each month could help attract repeat customers and strengthen brand loyalty. This would elevate ECOPRESSO from being merely a product to becoming an “experience” in itself.
The potential extends beyond the B2C market to B2B as well. Possibilities include providing commercial kits for cafés and events, or incorporating them into corporate CSR activities and school education programs. Collaborations with restaurants aiming for zero food waste, or pairing with locally sourced ingredients to promote local production for local consumption, also align well with ECOPRESSO’s concept and make strong use of regional resources.
In this way, ECOPRESSO, while centered on the unique idea of an “edible cup,” holds a wealth of possibilities for contributing to the realization of a sustainable society.
Conclusion
ECOPRESSO is more than just a way of serving coffee. It is a bridge connecting the “fun intersection” between food and the environment, design and sustainability. Adding the new option of “eating to reduce waste” to the everyday act of drinking enables anyone to engage with sustainability in a simple and approachable way.
Once you eat the cup, there is no waste, and a delicious aftertaste remains in your mouth. That experience leaves people with a positive impression and hope for the future. What 10SENSE aims for is not environmental action based on “obligation” or “restraint,” but natural behavioral change that begins with what is “delicious” and “fun.”
From its spread on social media to at-home experiences and global expansion, ECOPRESSO will continue to create new value. And one day, when edible cups have become the norm, we may find ourselves thinking, “I’m glad there were people who took that first step.”
Such “positive sustainable experiences” are expected to ripple out to children and future generations as well. When ECOPRESSO becomes rooted in everyday life, rather than just a passing trend, it will stand as a symbol of an “eco-friendly coffee culture.”
Drinking coffee and eating the cup—this kind of daily life, we believe, will bring a “delicious future” for the planet.
FAQ About ECOPRESSO
1. What Is ECOPRESSO?
ECOPRESSO, manufactured and sold by 10SENSE Co., Ltd., is an edible cup made from cookie dough. After drinking the coffee served in it, the cup itself can be eaten, eliminating waste. It combines visual appeal with environmental sustainability and is gaining attention as an innovative, eco-friendly food product.
2. What Does ECOPRESSO Taste Like?
ECOPRESSO is designed not only with sustainability in mind but also with the cup's taste quality. The sweetness is intentionally kept mild to balance the bitterness of espresso. The texture is crisp on the outside and pleasantly crumbly on the inside, making it enjoyable to the very last bite.
3. How Can ECOPRESSO Be Enjoyed?
In addition to drinking coffee and eating the cup, it can also be used as a dessert container for ice cream or sweets. Its visually appealing design makes it suitable for sharing on social media and at events such as parties.
4. Can ECOPRESSO Be Made At Home?
Yes, it can be recreated at home using a dedicated mold. A recipe is included, making it accessible even for beginners. It can also be used as a family activity, contributing to food education and shared experiences. The ability to customize it freely is another key appeal.
5. How Has It Been Received By Users And Media?
ECOPRESSO has gained strong attention on social media and in media coverage. Its visual impact and edible concept make it highly shareable, with hashtags such as #ecopresso being widely used. It is recognized for combining entertainment value with social and environmental themes.
6. Why Is It Valued Internationally?
Its alignment with growing environmental awareness is a major factor. In Western markets, where sustainable consumption is emphasized, the idea of an edible cup is seen as a new and meaningful innovation. It is also appreciated as a unique Japanese food experience.
7. What Is Its Business Potential?
Business expansion is expected across various sectors, with a primary focus on food and beverage establishments such as cafes and restaurants. It can enhance branding and customer engagement by combining visual impact with sustainability messaging. Expansion into home kits and subscription models is already underway, suggesting growth beyond product sales into experiential business models.
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If you're interested in sustainable alternatives in everyday products, the video below introduces ECOPRESSO, an edible coffee cup designed to reduce waste. This video shows how it transforms the coffee experience by combining convenience with environmental responsibility.
