To create an awareness of the Colombian coffee, we hired 21 well-known Japanese artists to design original coffee cups, naming the collection “Various Artist Cups = VACup.” Then, we approached cafes to serve coffee in these cups whenever customers ordered Colombian coffee. Customers were allowed to take the cup home.On the web, we showed all cups and a map indicating the whereabouts of the cups customers took home. People created an active online community about the cups.We also placed the Colombia-Man, an interactive mannequin. Its LCD face changed expression, reacting to the clicking sound of cups around him.