#Japan #Kobe #UCC #Happy Cup #Water Brewing

UCC Launches 'A Happy Cup of LIFE'

UCC Ueshima Coffee Co., Ltd. has embarked on a new corporate branding initiative titled "A Happy Cup of LIFE" starting this May. With this project, UCC aims to highlight the wonderful aspects of coffee in our daily lives and communicate its core message of bringing joy to customers. This summer, the spotlight will be on the unique experience of ice coffee prepared using a meticulous water brewing method, kicking off with the release of a new TV commercial on May 15.

Founded in 1933, UCC has developed a unique business model that encompasses coffee cultivation, sourcing, research and development, roasting, sales, and quality assurance, while also contributing to culture and education. Under the purpose of "Unleashing the Power of Coffee for a Better World," UCC strives to balance sustainable growth with social responsibility. They continue to innovate by developing the world’s first canned coffee, operating the UCC Coffee Academy for education, and initiating the world's first mass production of hydrogen-roasted coffee, among other endeavors.

Background of the Project

In recent years, the coffee industry has encountered challenges due to soaring international raw bean prices, currency fluctuations, and concerns over the future of coffee production—a phenomenon known as the "Coffee 2050 Problem." Nevertheless, coffee remains a deeply rooted element in everyday life, connecting people and enhancing the value found in daily routines. UCC's project recognizes this importance, promoting the idea that a cup of coffee can bring happiness daily, furthering their commitment to leading in the creation of this joy.

Through this initiative, UCC aims to appeal to both current coffee lovers and younger generations, expanding coffee culture and its multifaceted appeal, ensuring its sustainable development.

Exciting Summer Launch: 'Water Brewed' Ice Coffee

As a first step under the "A Happy Cup of LIFE" initiative, UCC will introduce "water brewed ice coffee" this summer. The new TV commercials will depict relatable everyday scenes where simple moments are enriched with the joy brought about by a cup of water brewed ice coffee, vividly illustrating their tagline, "so much happiness in a cup."

Refreshing Cold Brew Options

As climate change intensifies Japan's summer heat, ice coffee's popularity continues to grow as a refreshing beverage. Figures show that more than half of individuals in their 20s consume ice coffee year-round, as evidenced by the UCC Ice Coffee Consumption Survey conducted in 2024. In response to this demand, UCC is presenting "water brewing" as an outstanding option for consumers. This method allows for the extraction of clear sweetness and a refreshing taste without heat, enhancing the coffee's aromatic qualities. The convenience of pre-soaking water brew coffee bags overnight adds a new element of enjoyment as users can look forward to a perfectly brewed cup by morning.

Growing 'Water Brew' Culture

Since introducing "water brewing" as a term in 2025, UCC has invested time and effort in promoting this method from home to commercial applications, including broadening their product lineup for home users and hosting in-store events to raise awareness. As a result, the domestic market for home-use water brewed coffee has expanded significantly, achieving a remarkable 146% increase compared to the previous year.

Moreover, the recognition rate of the term "water brewing" has reached almost 40%. This solid growth signifies a promising future as UCC aims to further spread awareness and cultivate a community of fans who appreciate the rich flavors of a well-brewed cup.

Conclusion

UCC invites everyone to embrace the art and enjoyment of water brewed coffee this summer, offering a refreshing alternative that aligns with contemporary lifestyles. With their new campaign, they are dedicated to delivering quality experiences that contribute joyfully to everyday life.

For more information about UCC’s latest offerings, visit their special website at A Happy Cup of LIFE.