Cool Down This Summer with ‘I LOHAS’ Refreshing Campaign in Japan

As Japan grapples with increasingly severe heat waves, Coca-Cola's renowned natural mineral water brand, ‘I LOHAS’, has launched a unique summer campaign starting from July 14, 2025. This initiative, themed around “cooling down the Japanese summer,” seeks to not only quench the thirst of those enduring the heat but also to engage the senses through various fun and refreshing experiences.

Five Senses of Summer

The campaign emphasizes the Japanese cultural concept of '涼' (coolness) and aims to provide immersive sensory experiences. The highlights of the initiative include a chilling event known as ‘流しい･ろ･は･す’ (Nagashi I LOHAS), scheduled to take place from August 7 to August 10 at Futako-Tamagawa Rise in Tokyo. This event will feature a stunning 15-meter long and 4-meter tall ‘I LOHAS’ flowing flag, engaging attractions like wind chimes, and playful elements like lucky bottles containing exciting prizes.

Participants will witness the dramatic moment when ‘I LOHAS’ slides down a water slide and dives into ice water, followed by the refreshing delight of tasting the crisp water. Not only will attendees enjoy the visual spectacle, but they will also experience a burst of coolness with every sip.

In an added twist to the summer experience, the event will feature a special “dive water performance,” where the ice water used by the ‘I LOHAS’ will be utilized to recreate a modern twist on traditional Japanese water splashing, a cultural practice intended to keep cool during the intense summer heat.

Exclusive Promotions

In tandem with the ‘Nagashi I LOHAS’ festivities, Coca-Cola will host a promotional campaign offering “cool summer goods.” Beginning on July 14, a total of 100,000 participants will have the chance to win exciting prizes just by purchasing eligible ‘I LOHAS’ products. Customers can scan the product’s QR codes to accumulate points and enter a draw for various summer-related goodies, including personal mini-refrigerators, ice cream makers, and insulated bags.

Campaign Details

The promotional campaign will run until September 28, with different prize tiers accessible based on accumulated points. For instance:

- 10 Points: 100 lucky winners will receive either a personal mini-refrigerator or 10,000 digital points.
- 5 Points: 200 winners can choose between winning an ice cream maker or 3,000 digital points.
- 3 Points: 500 winners can secure insulated bags or 1,500 digital points.
- 1 Point: 90,000 lucky participants will receive a free ‘I LOHAS’ bottle or 500 digital points.

The Concept Behind ‘I LOHAS’

First introduced in 2009, the ‘I LOHAS’ brand was created under the three guiding principles of “choose, drink, and recycle” to facilitate sustainable practices in bottled water consumption. Every sale contributes to forest conservation efforts across Japan, ensuring the preservation of valuable water resources for future generations through the ‘I LOHAS Water Source Conservation Project’, which has been running for over a decade.

The bottles themselves are made from 100% recycled materials, highlighting a commitment to the circular economy through PET bottle recycling. More than just a beverage, ‘I LOHAS’ serves as a catalyst for awareness and action towards environmental sustainability.

Participate and Enjoy

The ‘Nagashi I LOHAS’ event promises to be a memorable highlight of summer for both locals and tourists alike, inviting everyone to participate in this free, no-reservation-required event. While it aims to provide a refreshing escape from the heat, be advised that due to weather conditions or other circumstances, events may be canceled or adjusted.

To learn more about the ‘I LOHAS’ brand or participate, check out the official website and their official Instagram. Don’t miss out on a summer filled with fun and relaxation with ‘I LOHAS’!