#Japan #Tokyo #Matsukiyo #PERFORMA-X #CPI Protein

Matsukiyo LAB's New Chapter: Introducing PERFORMA-X

Matsukiyo Kokokara & Company, headquartered in Bunkyo, Tokyo, has just unveiled its next-generation protein product, matsukiyo LAB CPI Hydro Protein, tailored for athletes. This launch is part of the company's strategic rebranding of its athlete line to a new identity called PERFORMA-X. Known for its commitment to health and beauty, the company has expanded its presence to over 3,600 stores across Japan and 98 locations in Asia by the end of December 2025.

Fresh Approach to Athletic Nutrition

The original athlete line, which was managed and developed by nutrition experts, is undergoing a significant transformation. The rebranding coincides with the 10th anniversary of Matsukiyo's private label, emphasizing the need to elevate brand value. The PERFORMA-X brand aims to propel athletes beyond their limits and provide essential support for their training regimens.

The Essence of PERFORMA-X

The name PERFORMA-X encapsulates a commitment to performance enhancement. The term perform signifies achieving an athlete's peak capabilities, while the letter X symbolizes surpassing limits, infinite possibilities, and the intersection of mind and body. This brand aims to assist athletes in their quest for excellence.

Moreover, PERFORMA-X products come with enhanced anti-doping certifications, upgraded from the previous Informed Choice to the more stringent Informed Sport standards. This change ensures that athletes can consume these products with peace of mind, knowing they meet the highest safety and quality standards.

Product Launch: CPI Hydro Protein

On May 11, Matsukiyo will begin selling matsukiyo LAB CPI Hydro Protein (Lemon/Mixed Berry flavor) at various Matsumoto Kiyoshi and Kokokara Fine Group stores and their online platform. This product is renowned for its nutritional benefits and has been designed keeping modern athletes in mind.

What is CPI Protein?

CPI Protein has gained attention as the third protein following whey and soy protein. With an impressive 90% protein content, it provides an efficient way for athletes to meet their protein needs. This unique formula is also lactose-free, catering to those who are lactose intolerant, which is common among Japanese individuals. Additionally, it alleviates the typical heavy and milky flavors associated with protein shakes, offering a refreshing, easy-to-drink experience.

Product Details

• - Product: Matsukiyo LAB CPI Hydro Protein (Lemon/Mixed Berry)
• - Volume: 900g
• - Price: 5,378 JPY (including tax)

The flavors have been crafted for post-exercise enjoyment, making it easier for even those who dislike the sweetness or heaviness that often accompanies whey or soy proteins to indulge in this refreshing drink.

Expanding Athlete Support

Matsukiyo's commitment to supporting athletes extends beyond nutrition. The previous Athlete Line has partnered with AthReebo Inc. to foster better competitive environments for young athletes. Moving forward, the company will broaden its support through an Individual Athlete Support Program, introducing athlete ambassadors to further enhance their initiatives.

Testimonials from Professional Athletes

Personal reflections from various athletes highlight the effectiveness and enjoyment of CPI Hydro Protein.

• - Sarei Matsui, Racing Driver: “CPI Hydro Protein feels smooth and is easy on my palate. Even for someone like me who isn’t a protein enthusiast, I find it delicious and enjoyable.”
• - Mirei Kishimoto, High School Break Dancer: “It's easy to drink, making it a practical option for hydration. I have struggled to keep up with protein intake in the past, but this product’s flavor makes it a sustainable choice.”

For more details, customers can reach out via Matsukiyo Kokokara & Company’s customer service hotline: 0120-845-533 (available from 9:00 am to 10:00 pm, 7 days a week).