Suntory Beverage & Food International has launched its first-ever brand specializing in Yakuzen (medicinal food), called “Yakuzen Koujitsu.”
Against the backdrop of an expanding self-care market, the company will gradually release beverages under the brand, utilizing the wisdom of yakuzen, which supports mind and body through the natural power of ingredients, in an effort to create a new yakuzen beverage market.
The target demographic is busy consumers who aspire to genuine health and beauty in their everyday lives. The brand uses the tagline, “Good ingredients create a good day.”
At the brand’s announcement on August 26, Yoko Yano from SBF Japan Brand Marketing Division explained: “In the past, people clearly separated on and off time, but today, regardless of gender, everyone is busy 365 days a year, and people are beginning to desire a state of true, fundamental well-being.”
With this in mind, the brand proposes “casual yakuzen” that can be easily enjoyed through bottled beverages.
Having discovered the appeal of yakuzen in Taiwan and immersing herself to the point of becoming a certified Yakuzen Coordinator, Yano said she wants to spread yakuzen in Japan as well. The idea for the brand originated from an in-house proposal.
“Yakuzen is about responding to the desire for true health through food. It is often misunderstood as yakuzen dishes containing strong medicinal ingredients like Chinese herbal medicine, but in fact it refers to time-honored wisdom that cares for mind and body through the inherent power of familiar ingredients,” she stressed.
The product development focuses on being delicious and easily accessible yet authentic.
To ensure taste appeal, products are launched with added sugar to attract “health-conscious people who still wish to enjoy something sweet.” This allows expansion across multiple beverage categories, including sugar-added carbonated drinks, fruit juices, teas, and functional beverages.
Authenticity is pursued by formulating flavors according to yakuzen theory, balancing the five tastes — sour, bitter, sweet, pungent, and salty — derived from natural ingredients.
Attention is also given to the five natures – hot, warm, cold, cool, and neutral. Yano explained: “In summer, you can balance your body heat by choosing ‘cool’ foods; when catching a cold, you can use warming foods. For example, summer vegetables include lots of cooling ingredients such as tomatoes; by simply eating seasonal produce, you are already practicing yakuzen.”
Through the brand, the company aims to communicate that yakuzen can be practiced in everyday life.
“The back of the package lists the ingredients used in the beverage. By reading this, we hope consumers will feel closer to yakuzen and experience how the ingredients soak into the body,” she noted.
The first product, “Yakuzen Koujitsu Ginger & Soda,” was released for a limited time on September 2. This carbonated drink blends apple and lemon (sour), Korean ginseng (bitter), honey (sweet), ginger (pungent), and salt (salty).
By processing ginger into an extract, the beverage brings out a natural spiciness and flavor, creating a taste that embodies yakuzen.
Yano highlighted: “Typical ginger ales contain no actual ginger, the flavor comes from additives. ‘Yakuzen Koujitsu’ contains ginger itself, and to address foaming issues, we carried out more than 1,000 trials before finalizing the product.”
The design concept sought to balance healthfulness and deliciousness by envisioning “an authentic but approachable old-style yakuzen café.”
The second product, “Yakuzen Koujitsu Ginger & Apple,” a hot beverage, will be launched for a limited time on October 7.
The mid-term goal is to reach annual sales volume of 2 million cases.
“Starting with these two items, we plan to rapidly expand the product lineup. While growing the brand, we also want to nurture the entire yakuzen beverage category,” said Yano.
Communication strategies will focus on in-store promotions and social media campaigns. Influencer Rina Ishii is also scheduled to introduce the brand.
