A rapid montage of delicious-looking food.

The ad opens with a montage of various gourmet foods: rice, crab legs in a pot, thinly sliced raw meat, a hamburger steak, and a raspberry tart. It then transitions to show coffee beans being roasted, a man in a shop, coffee plants in a greenhouse, coffee cherries in a hand, and a person carefully roasting coffee beans. The process of packaging coffee beans and brewing coffee is also shown, culminating in a man tasting the coffee. The final sequence returns to the food montage, now with a smartphone displaying the Rakuten Ichiba app.