Applying Kansei Words to Japanese Bread Store

Indonesia’s consumers choose to eat bread rather than rice is because of lifestyle, instead of substituting rice. In Surabaya, there are some stores selling Japanese bread, however their stores’ design is not been influenced by Japanese authentic style. The purpose of this paper is to discover the importance of Japanese bread store. A structured questionnaire has been developed to collect the data. Kansei words were used to identify what conditions the consumers need. Result of the study shows that consumers demand 'interesting store', 'suitable' and 'cleanliness' as the important factors. As a result, these Kansei Words will be converted into the store’s physical design.