“Sayu,” lukewarm water prepared from boiled water, is gaining popularity as a health-conscious habit, especially due to the COVID-19 pandemic and remote work. Influencers and the trend of “warmth-boosting” are contributing to its rise, attracting both genders. Convenient methods and products for preparing Sayu are continually emerging.
As a more convenient option for drinking Sayu, commercially available products have emerged. Asahi Beverage released “Asahi Delicious Water Natural Water Sayu” in November 22, priced at 113 yen. Initially planned as a limited-time product, due to high demand from customers and retailers, it was decided to continue sales year-round from September 23.
The company had previously launched “Asahi Fujiyama Vanadium Natural Water Hot” in 2014, which ended without reaching its sales target. However, subsequent data analysis by the company revealed that the consumption rate of Sayu had increased approximately fivefold from 2009 to 2022.
Given the habitual nature of Sayu consumption, repeat demand is expected. As Asahi Beverage’s Suzuki stated, reintroducing the product addressed complaints such as the time it takes for boiled water to cool and the hassle of preparation. By the end of January, cumulative sales of “Asahi Delicious Water Natural Water Sayu” exceeded 15 million units.
The term “Sayu Danshi” has also gained attention. According to a survey conducted by thermos manufacturer Thermos in December 23, among different age groups, the proportion of men in their 20s who drink Sayu reached 50%, surpassing women in their 20s (43%). While women in their 40s and 50s have a higher proportion, there is consistent support from men, suggesting its appeal beyond women who are often prone to feeling cold.
The growing popularity of Sayu has led to an increase in convenient methods and products, fueling further popularity. Related products, such as a Sayu-specific mug cup released by Doshisha in September 23, are also gaining attention, indicating that its popularity is likely to continue even after the cold season ends.
Source :Nikkei MJ 5th April 2024.
Related Articles
Matsukiyo Cocokara to release functional water “matsukiyo LAB HMPA Water” with visceral fat reduction function on January 31st
On January 31st, Matsumotokiyo Cocokara & Company (Tokyo) will release "matsukiyo LAB HMPA * Formulated Water," a functional food containing ingredients derived from rice bran, from its original healthcare brand "matsukiyo LAB," at Matsumotokiyoshi Group and...
Nissin Foods to release “Complete Meal Mystery Meat Bowl” on December 8th. “Mystery Meat Bowl” recreated as a “Complete Meal.”
Nissin Foods (Tokyo) will release the "Complete Meal Mystery Meat Bowl" nationwide on December 8th. "Kanzen Meshi" is a brand that pursues a balance of deliciousness and 33 types of nutrients *1 , including vitamins and minerals set out in the "Japanese Dietary...
Seaweed snack innovation from Calbee Noriyan , alternative seaweed.
On Wednesday, November 5th, Calbee will launch “Noriyan,” a new seaweed-alternative snack made from upcycled potato starch, exclusively at the Calbee+ Tokyo Station store.Available in two flavors — Dashi Soy Sauce and Wasabi Salt — the product will be sold in limited...