Japan is globally known to be one of the most developed countries in Asia. The rapid development of the nation in the postwar era was mainly influenced by its working culture. This dedication to creating high-quality products has resulted in many brands from Japan having a huge presence worldwide and marketed with a strong connection to the nation with the trademark, “Made in Japan”.
Every year, Japanese beverage manufacturers introduce about 100 new products into the domestic market and as a result, faces pressure to increase sales within the saturated beverage industry. One of Japan’s leading beverage manufacturer, Suntory, however, seems to have caught up successfully with the trend by releasing “colorless milk tea.” The drink made with real tea leaves was a success and quickly gained popularity with beverage consumers. Suntory’s success in a highly competitive market prompted its rival, Asahi, to come out with a similar concept – transparent latte-flavored beverage, “Clear Latte.” Following the release of the beverage, Asahi sold a total of 400,000 “Clear Latte” barrels with each box containing 24 bottles in just three weeks. This accounts for nearly 30% of the sales target of 1.5 million barrels of the beverage every year. The beverage produced from the two companies positively helped to increase the demand for flavored clear beverages.
Today, these colorless beverages and attractively designed coffee packaging have a growing popularity in Japan as it is being chosen as a healthier alternative. Suntory mentioned how the demand for these drinks coming from its consumers has influenced the increase of such beverages in Japan. Sales of colorless beverages have doubled in Japan and the US in the last five years. According to Market Researcher, Euromonitor, Americans now drink at least 2.4 billion liters of this special beverage every year as consumers jump to choose a healthy alternative to flavored drinks.
Besides beverages, the food industry in Japan is also a big market, boasting exceptionally high standards. The Government of Japan attaches special importance to food hygiene and safety despite allowing private companies to take full responsibility and independence for their food hygiene and safety. Yet even without strict national regulations, these private companies still have to go through monitoring, strictly structured inspection and quality control of the products. This reinforces the high quality of food and beverage products from Japan. Thanks to the strict supervision for quality control over goods, it influences the life expectancy of Japanese people to be one of the highest in the world.
Life in Japan is fast-paced as the nation continuously climbs up the economic ladder. Young Japanese people are finding it increasingly challenging to make home-cooked meals let alone settle down with a family. The percentages of singles in Japan is increasing and home-cooked meals are replaced by instant foods readily prepared by convenience stores or even home-delivered meal services with the steadily growing succession of food delivery phone apps. “Bento” or “packed lunch” have been the traditional go-to instant meal for young working Japanese adults for several years. Besides being beautifully presented in a packed box, alluring its consumers with its creativity and cleverly designed boxes, it is also packed with nutrition thanks to the heavy quality regulation by the government. The production of these “bento” boxes are strictly controlled to ensure food safety and healthy consumption for the Japanese citizens. As these processed foods sold in convenience stores and supermarkets are heavily consumed, the push for the production and services of such packed foods have influenced the food market business. Japan is a successfully growing nation. Despite such rapid economic growth, each product that is produced within the country is inspected heavily to always meet this highest quality standard of Japan. The strict laws that govern the quality of food and beverages in Japan have influenced the branding of Japanese products thus deserving the brand, “Made in Japan” holding a professionally high standard label on it.