Japanese people work very, very hard. Exhausted salarymen (corporate businessmen) sleeping on the Tokyo subway are a common sight. When we were in Japan, our tour guide told us that the greatest compliment anyone can receive from their boss is to be told: "Thank you for looking so tired."
This must be why there are a gazillion vending machines in Japan selling an infinite variety of canned coffees. Endless caffeine is what keeps salarymen and other workers going.
I snapped this photo of a typical canned coffee machine in a hotel near Mount Fuji. BOSS COFFEE / COFFEE BOSS says it all, really. Drink coffee, work harder, keep your boss happy!
In this ancient land of tea, tea houses and the tea ceremony, coffee is marketed as a hip foreign American drink. In advertising, Japanese canned coffee imagery often uses western spokespeople and English words or phrases.
[First photo from the internet; second photo by Debra She Who Seeks]