On April 10, 2025, actors Ryohei Suzuki and Natsuki Deguchi graced the stage at the "Kirin Namacha Big Hit Gratitude Presentation" held in Tokyo. Dressed in white T-shirts, the duo celebrated a significant milestone for the "Kirin Namacha" brand, which has surpassed 30 million cases in sales for the first time in 18 years.
The event marked a momentous occasion as the brand prepares to unveil a renewed packaging and taste for both "Kirin Namacha" and "Kirin Namacha Hojicha," set to launch nationwide on April 15, 2025. Alongside the product refresh, a new commercial featuring Suzuki and Deguchi will also begin airing from the same date, titled "Kimochiyosa, to Ikiteiku" (Living with Comfort).
During the presentation, Suzuki shared his experience filming the new commercial in Hayama, near the sea. He remarked, "The filming took place on a warm day with no pollen in the air, providing perfect weather conditions. I felt I didn’t need to act much; I could genuinely express how great it felt." Deguchi echoed his sentiments, stating, "I was also blessed with wonderful weather; it was warm and sunny, just perfect for Namacha."
One highlight of the event was the introduction of the "Suzuki holding" style, a unique way Suzuki holds the Namacha bottle. He explained, "I do this naturally, and it seems not many people do it. I started promoting it last year because it’s convenient when walking—it allows for a relaxed grip. I encourage everyone to try it!" Deguchi playfully demonstrated her own style, dubbed the "Deguchi holding," during the event.
Reflecting on the impressive sales figures, Suzuki noted, "Considering Japan's population is just over 100 million, 30 million cases is remarkable. That’s roughly one case for every four people, and I contribute significantly by always stocking Namacha in my car."
The event also featured a segment called the "Deguchi Survey," where Deguchi led a street interview with 100 individuals who chose Namacha. The top three reasons for their choice were revealed as "good taste," "good quality," and "stylish design." Suzuki commented on the importance of design, saying, "I believe that having a stylish design is surprisingly crucial when selecting tea."
One innovative initiative introduced at the presentation was the "Namacha LIFE&TEA Action," aimed at enhancing customers' daily lives. This initiative includes a feature where AI analyzes photos from social media to create personalized "Namacha LIFE art." Both Suzuki and Deguchi had the opportunity to experience this content, showcasing their own unique art created from their daily moments.
Suzuki expressed his excitement about the new art feature, stating, "Seeing the photos and thinking about the story behind them before the art is created is a fresh concept." Deguchi, impressed by the results, exclaimed, "Wow, this is incredible!"
At the presentation, Isamu Moribe, the Namacha Brand Manager at Kirin Beverage, reflected on the brand's successful year in 2024. He shared that the brand achieved annual sales of 3.123 million cases and highlighted the positive reception of the brand's major renewal, which included updates to its containers, packaging, and taste.
Moribe explained, "The modern and elegant design, along with the focus on quality, has resonated particularly well with younger consumers, who may have previously had little interest in bottled tea." He announced that the "Namacha LIFE&TEA Action" aims to create delightful moments in customers' lives through collaborations with fashion brands and artists.
In addition to the aesthetic updates, Kirin is also taking steps towards sustainability. The new packaging will feature a QR code leading to the "Namacha LIFE&TEA Action" website, where customers can engage with the art creation process. Furthermore, the brand is introducing 100% recycled PET resin for some containers and exploring label-less products to reduce plastic waste.
The collaboration with B:MING by BEAMS, a brand known for promoting an urban lifestyle, aims to develop products that enhance daily living experiences. Additionally, artist Yu Nagaba will contribute to the brand's artistic expression with his signature simple line drawings, further enriching the Namacha brand identity.
As the event concluded, Suzuki shared his relief and joy regarding the brand's sales success, especially after becoming an ambassador last year. "I was worried about potential declines in sales, so hearing about surpassing 30 million cases was truly a surprise! It’s thanks to everyone’s love for Namacha," he concluded.
With the upcoming product launch and new initiatives, Kirin Namacha is poised to continue its journey of enriching daily lives and embracing sustainability while delivering quality tea to its consumers.
