The swirling, abstract Japanese characters over the coffee grounds.

The ad opens with a close-up of coffee grounds in a filter, with abstract Japanese characters swirling around them. The characters morph and change, eventually forming text. The scene then transitions to a montage of various gourmet foods (rice, crab legs, steak, berry tart) surrounding a smartphone displaying the Rakuten Ichiba app. The app shows a product page for coffee beans and a cup of coffee. The pacing is quick, with rapid cuts between the food items and the app interface.