Indonesia’s consumers choose to eat bread rather than rice is because of lifestyle, instead of substituting rice. In
Surabaya, there are some stores selling Japanese bread, however their stores’ design is not been influenced by
Japanese authentic style. The purpose of this paper is to discover the importance of Japanese bread store. A structured
questionnaire has been developed to collect the data. Kansei words were used to identify what conditions the consumers
need. Result of the study shows that consumers demand 'interesting store', 'suitable' and 'cleanliness' as the important
factors. As a result, these Kansei Words will be converted into the store’s physical design
