The Mangafé is the activity that combines Italian custom with the Japanese world. It is a meeting place for all ages where customers can relax, read a comic book and enjoy a drink. In addition to this, the customer rewards himself by watching an anime, listening to music, buying some gadgets or comics and enjoying a good cold or hot coffee, depending on the time of year and his taste. Theme days for all fans, sale of board games, collectible cards and organised tournaments and events.

There is an obvious growth that is visible to all, both in trends, fashions and curiosity in young people to approach Japan. Whereas previously certain terms such as nerds and manga were niche terms, now they are within everyone's reach and there is constant interest. TV series introduced especially on Netflix and Amazon Prime Video have helped a lot. The AIE (Italian Publishers' Association) reported an increase from EUR 11.2 million in 2019 to EUR 58.3 million in 2021. In recent years, on the other hand, there has been an increase in comics for children and young people, according to the AIE. Large online bookshops have played a key role.

T he world of comics and manga in Italy is experiencing an exciting renaissance. Demand is constantly growing and the market is constantly evolving. This sector not only offers new opportunities to local authors and illustrators, but also promotes the spread of comics culture internationally. The extraordinary sales figures and the growing popularity of these mediums indicate a positive trend that is set to continue. I n conclusion, the Italian manga and comics market has experienced an extraordinary expansion, with a significant increase in sales and public interest.

As for coffee in Italy, according to the latest market studies by Area Studi Mediobanca, our country is seventh in the world for coffee consumption. My proposal would be a union of these two worlds of comics and coffee, especially cold coffee, and therefore of Frapuccini with an Anime and Manga theme where the glasses will be branded and decorated with the characters of the customers' favourite anime.

The question we asked ourselves is why open a comic shop in Italy. Any venue must have a purpose and create a need for the customer. The target we are aiming at is the young age, that is from 10 to 18 years old up to adulthood, because as I said before, this type of activity and interest is touching everyone. An enthusiast buys his comic book or collector's gadget normally either at his trusted comic book shop, which he has been going to for years, or via the Internet if he has it sent home. I want to give the customer a reason to enter a modern place, but at the same time one that is already familiar and makes him feel comfortable.

An Italian guy wants to relax after his studies, after work or after a busy day and perhaps be with friends in an environment that is inherent to his hobbies, but at the same time he can have an aperitif and spend his Japanese hobby in an Italian comfort zone. The winning formula is the mix of these two cultures that perfectly match the needs of today's youth.

The choice of iced coffee is not only for its great 'Instagrammability', it is also a simple product that does not need large machinery and can be made on the side. People will be able to read the comics by consuming them, or by making a subscription. I n this way those who come in and opt for coffee will have access to reading and then buying, and those who opt for comics will have access to benefits for the coffee area. I n this way the two systems will go it alone. The events will be numerous and there will also be the possibility to reserve a seat for a film or comic book presentation if there is an opportunity.

It will be possible to reserve action figures coming from Japan, which will cost extra both for the reservation and because these kinds of items are limited in number. Games with prizes so as to incite customers to come but above all to stay because it is not a place where you buy and leave but you enter and stay and become attached. It has to become a meeting place for all fans. This will be the initial commitment, to make the place a meeting place, which then becomes automatic in the customer and there will be a habit of taking the place as a fixed meeting place.

IDEAS AND PROPOSALS

• Karaoke
• Sale of cosplay outfits
• Maid Café event
• Card tournaments
• Board game tournaments
• Coffee of the month
• Morning events (COFFE & FOOD)
• Afternoon events (COSPLAY & TOURNAMENTS)
• Evening events (FILM AND GAMES)
• Background music in the café
• Italian comics and cartoonists
• much more...