#Japan #Tokyo #wellness #Lotte #THE DAY

Lotte Launches "THE DAY" - A New Wellness Water Brand

Lotte Corporation, headquartered in Shinjuku, Tokyo, is setting a new course in the wellness sector with the introduction of its innovative beverage brand, "THE DAY." Slated for release on September 16, 2025, this brand centers around the idea of enhancing one's mood with water. The launch will see two distinct products available: natural mineral water and sparkling water.

Concept Behind "THE DAY"

The name "THE DAY" draws from a popular English phrase meaning "the best day possible." Much like a snowboarder would reference a perfect day spent with friends on the slopes, these beverages are designed to elevate ordinary moments into extraordinary days. Whether it’s achieving a good test score or enjoying a fun time with friends, "THE DAY" is crafted to accompany the little victories in life and transform mundane daily experiences into celebratory occasions.

Lotte aims to show that even simple things, such as flavorless water or sparkling water, can uplift one’s spirit. Look out for the unique, gold-can packaging of the new product that promises a refreshing experience!

Variety of Products

• - THE DAY Natural Mineral Water: Packaged in 480ml cans, this mineral water is soft and easy to drink, perfect for any occasion.
• - THE DAY Sparkling Water: Offered in 500ml cans, this sparkling option delivers invigorating carbonation to stimulate the mind and body, also serving as an excellent mixer for alcoholic beverages.

Both beverages are set to launch at major outlets including Don Quijote, Amazon, and TikTok Shop from October 1, 2025.

Why is Lotte Entering the Water Market?

1. Identifying a Gap in a Growing Market
The domestic mineral water market is valued at approximately 450 billion yen and continues to expand. With Generation Z showing a clear preference for bottled beverages, this space presents significant opportunities. Despite the growing demand, most current brands promote functional benefits like safety and composition, leaving space for Lotte to introduce an emotional connection to hydration.

2. Shift from Functionality to Emotions
Modern consumers are seeking products that resonate emotionally, going beyond mere functionality. Particularly among younger audiences, it is increasingly valued to find happiness and create enjoyment independently. Lotte aims to fill this growing need for emotional satisfaction with "THE DAY."

3. Lotte's Legacy as a Wellness Advocate
Known as "the friend of your mouth," Lotte has always embraced joy and happiness, adapting to the zeitgeist. The creation of "THE DAY" stems from this understanding, providing a fresh choice for consumers in a modern context. It embodies not just hydration, but a partnership in crafting one’s personal wellness journey. The product's use of recyclable aluminum cans also emphasizes Lotte’s commitment to environmentally sustainable practices.

Key Features of "THE DAY"

1. Refreshing Waters
Sourced from the Oi River system, known for its purity, the natural mineral water is soft, and the sparkling variant offers a burst of refreshing carbonation.
2. Sustainable Packaging
Shunning traditional plastic bottles, Lotte has chosen recyclable aluminum cans for these beverages. The striking packaging in contrasting reds and blacks showcases the premium quality of the product.
3. Eye-Catching Presentation
Customers will find beautifully designed packaging that enhances the excitement of the shopping experience as they discover "THE DAY." The engaging presentation is designed to not only stand out on shelves but also to enhance the consumer's anticipation of experiencing their best day.

Creative Character and Design**

The packaging will include a character inspired by a phoenix, symbolizing the brand's ethos and the concept of sustainable renewal. This lucky charm will resonate with consumers, reminding them of the potential for a brighter day. Additionally, the character embodies the uplifting sentiment behind "THE DAY"’s mission. The partnership with creative director TaiTan brings this vision to life, ensuring that the brand resonates today.

In closing, Lotte's "THE DAY" signifies a transformative step into wellness, encouraging consumers to reconnect with their personal joys while contributing positively to the environment.