Yendi promoting Blue Mountain Coffee in Japan

Yendi Phillips is a Jamaican beauty queen who won Miss Jamaica World 2007, the 2010 Miss Jamaica Universe pageant and finished as the first runner up at Miss Universe 2010, losing out slightly to Ximena Navarrete of Mexico. She is very popular in Jamaica and has blossomed into a well loved media personality and socialite in recent years. Yendi Phillips has been in Japan acting as the face a a massive campaign to re-energize the high-end Blue Mountain coffee brand.

Coffee Exports to Japan falling

Although Jamaican Coffee has been king in Japan for many years the last year has been a difficult one with revenues from exports of coffee from Jamaica to Japan falling off by almost 50%. The Jamaica Coffee Exporters Association (JCEA) and the Association of Japanese Importers of Jamaican Coffee (AJIJC) is using Yendi Phillipps to be the face of their combined “JBM Golden Balance Campaign” targeted at 30-50 year old Japanese people of both sexes.

Yendi’s first visit to Japan

This is her first ever visit to Japan. Yendi also visited a shelter and some of the areas affected by the massive earthquake and deadly tsunami in March and shared on her Facebook page how she is impressed the courage, strength and generosity of the Japanese people. More promotional photos below.

Association of Japanese Importers of Jamaican Coffee – website (Japanese)