Taking the “Authenticity” Honed in Japan to the World: Past and Future of the Ever-Evolving KIRIN HYOKETSU

Back in 2001, the RTD market was dominated by shochu-based Chuhai. These drinks were often perceived as having a “strong alcoholic taste” or an “artificial flavor,” so it was a category that tended to be popular mainly among older men. When launching HYOKETSU, the development team set the goals of “changing Chuhai” and “creating a new Chuhai experience.” Our aim was to create a Chuhai that was easier to drink and would be selected even by people who were unfamiliar with Chuhai. The brand was launched with the desire to bring enjoyment to more people by introducing a new RTD concept that was modern, crisp, and refreshing.

The diamond-cut can was created with a sophisticated design in mind. The textured surface contributes not only to its visual appeal but also to the “click” sound when opening the can and the hand feel when holding. All of these features combine to create an experience unique to HYOKETSU. There are also functional considerations, such as it fits securely in the hand, is slip-resistant, and feels comfortable to hold.

Creating a textured surface on the can affects its structural strength. The can must be able to withstand the internal pressure of carbonation and maintain consistent quality from manufacturing through transportation to the store shelf. To achieve this, we worked closely with our partner can manufacturer and produced numerous prototypes. I’ve heard that since this was an unprecedented technology at the time, it was a major challenge that involved the entire supply chain.

At the core of “Always New” lies the original development team’s aspiration “To transform Chuhai and create a new Chuhai experience.” It embodies the spirit that even as the times, society, and consumer needs change, HYOKETSU will always stay “half a step ahead” and continue to deliver new flavors. “Always New” represents our commitment to not merely “react” to changes in our customers’ preferences, but to “anticipate” those changes and continuously propose new brand experiences.

For me, "Always New" has always been at the heart of HYOKETSU. From introducing a new concept to the Japanese Chuhai market and pioneering the iconic diamond-cut can, to launching innovations such as HYOKETSU Sugar-Free and HYOKETSU Mottainai, the brand has consistently looked for new ways to create value for consumers. But "Always New" is about more than innovation alone. It's a commitment to continually refining the entire consumer experience, from the moment someone discovers HYOKETSU to the moment they take that first sip.

It’s about identifying the brand’s enduring value and then responding to changes in consumer preferences and societal trends in a way that stays true to the brand. Whether by visiting stores or monitoring social media, we’re constantly seeking to understand what consumers are looking for, even if they can’t quite put it into words.

Both in Japan and globally, the RTD market is evolving rapidly, and consumer preferences are constantly changing. That's why it's so important to keep listening to our consumers and understanding what they're looking for. At the same time, every innovation needs to feel authentically HYOKETSU. The challenge is to continue delivering new value while staying true to the qualities that consumers have loved about the brand for the past 25 years.

It’s been a year since I came to Japan, and I’m constantly amazed by how delicious the fruit here is. Lychee is my absolute favorite, so “HYOKETSU Salted Lychee” is my go-to.

It’s a limited-time summer product. Every year when it’s released, we get a huge response, not just from customers but from Rachel, too (laughs).

That’s right. I absolutely love it (laughs).

For me, it’s HYOKETSU Sugar-Free Grapefruit. It pairs perfectly with meals, and the balance between the fruit’s sweetness and subtle bitterness is just right.

The key is to clearly distinguish between “what must remain unchanged” and “what can be changed.” We never compromise on the “fundamental values of HYOKETSU”, which include the juiciness of the fruit and its clear, refreshing taste. On the other hand, we continue to expand the lineup to keep pace with the times, as seen with products like HYOKETSU Sugar-Free and HYOKETSU mottainai <Link>‘Turning “Mottainai!” into “Delicious!”’ A product supporting fruit farmers is born from ‘HYOKETSU’! | KIRIN”（＊）. In fact, even the classic lemon flavor, which may seem unchanged over the past 25 years, has actually undergone more than 10 renovations.

There’s a saying that "brands endure, but products change," and HYOKETSU has embraced that philosophy throughout its history. The brand has stayed true to what consumers love about it, while continually finding new ways to remain relevant in a changing world. That willingness to evolve without losing its identity is one of HYOKETSU's greatest strengths.

The launch in Australia and New Zealand was a major catalyst for HYOKETSU’s expansion overseas. In 2023, “LION” the company responsible for the Kirin Group’s Oceania beverage business, began local production of KIRIN HYOKETSU Sicilian Lemon and launched it as KIRIN HYOKETSU LEMON. Then, in March 2026, the original flavors “Strawberry” and “Pineapple” were launched in the U.S. in the states of Florida and Hawaii.

HYOKETSU's long history of success in Japan created the opportunity to expand into global markets. In New Zealand, the local team positioned HYOKETSU as an RTD brand born in Japan, drawing on the strong associations consumers have with Japanese quality, reliability and innovation. Combined with a deep understanding of local consumers and exceptional execution by the New Zealand team, HYOKETSU became the No.1 Light RTD（＊） within 11 months of launch. It demonstrates the power of combining the distinctive strengths of the HYOKETSU brand with deep local market understanding.

As HYOKETSU expands overseas, we created the “HYOKETSU Global Brand Book” for marketing personnel to ensure the brand is developed in a consistent direction across all regions. This brand book outlines both the “Seven Core Elements of HYOKETSU” that form the essence of the brand and the scope for customization to suit consumers in each country.

For a brand to endure over the long term, two things are essential: “sharing” and “preserving.” We aim to provide an experience that is distinctly HYOKETSU wherever in the world you are, while still allowing local teams the freedom to tailor the brand to consumers in their respective regions.
We created the brand book not as a mere rulebook, but as a “foundation for growth” to help us grow together with our global colleagues.

The hardest part was conveying the brand’s philosophy and nuances, not just through literal translations but also capturing the underlying sentiments. It was a very intangible and challenging task, but through repeated discussions with Rachel and everyone involved, we were able to define the core principles of HYOKETSU that could be shared globally.

It was truly hard work! We spent a lot of time discussing not just what the words meant, but what sat behind them. We would often challenge ourselves by asking, "What is the true intent behind this phrase?" because we wanted to ensure the essence of HYOKETSU could be understood across different markets and cultures. Through that process, I believe we created a brand book that allows teams around the world to feel a sense of ownership and pride.

What really stood out to me during our many discussions was being able to truly feel the international teams’ strong passion for working together to build a single, unified “HYOKETSU brand” for the world.

“Quality” and “innovation.” The uncompromising quality honed in Japan’s demanding market is our greatest strength for succeeding globally.

IKirin has a deeply rooted consumer-first approach. Even something as simple as the diamond-cut can isn't easy to produce. Yet we continue to do so because we value the sense of satisfaction consumers feel when they pick it up and the experience they have when drinking it. For me, HYOKETSU's strength lies not only in the quality of the product itself, but in the care taken to consider every part of the consumer experience.

“Brighten This Moment." This is the brand purpose we've established for the global market, and I believe it captures what makes HYOKETSU special. Whether through innovation, quality or the experiences we create, our ambition is simple: to make our consumers' day a little brighter.

Through HYOKETSU, we aim to make our customers’ day bright and refreshing. That is what we want to continue prioritizing, and we will work to deliver that experience to customers all over the world.