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UCC and Toyota’s development teams joined forces to craft Crown Coffee — a brew born from shared passion for craftsmanship. The Sedan, the Estate, the Crossover, and the Sport — four cars that have inherited "Crown-ness," or the very essence of the Crown. This project translates the experience of driving the 16th-generation Crown models into the experience of drinking coffee. These four coffee blends express the driving experience of each model into aroma, flavor, and the way they evolve on the palate. Crafted using UCC’s world-first hydrogen roasting technology, they pursue an even broader range of flavor expression. Toyota Times covered every step in the making of Crown Coffee — from test driving the four Crown models to creating trial coffee blends and visiting the hydrogen roasting site. Experience the passion and dedication the project team poured into this coffee, in the video below. Learn more about THE CROWN locations where you can enjoy this original coffee. 00:00 Opening 00:34 What Does “Coffee Inspired by the Crown” Mean? 02:12 Tasting the Difference: Hydrogen-Roasted vs. Conventional Coffee 05:43 Test Drive 1: Sedan 08:03 Test Drive 2: Estate 10:44 Test Drive 3: Crossover 13:14 Test Drive 4: Sport 15:40 What’s the Best Temperature for Coffee? 17:43 Translating Drive into Flavor: The First Tasting Session 21:19 Engineers React — with Some Frank Critiques 24:30 At UCC’s Fuji Factory: Inside the Surprising World of Hydrogen Roasting 29:10 The Final Tasting: Were the Challenges Overcome? 30:11 Split Opinions: The Result of Uncompromising Discussions 32:00 Reactions to the Finished Coffee