#Lotte #THE DAY #Konatsu Kato

The New Era of Water: Introducing THE DAY with Konatsu Kato

Lotte Corporation is making waves in the beverage industry with its latest launch, THE DAY, a daily premium water brand. Starting from May 5th, 2026, this innovative product will debut at Seven-Eleven stores across the Tokyo metropolitan area, alongside a vibrant marketing campaign featuring the charismatic Konatsu Kato as the brand's new image model.

A Fresh Perspective on Hydration

In a market worth approximately 450 billion yen, the demand for mineral water in Japan is continually rising. Many existing products focus on functional choices such as safety, ingredients, and environmental considerations. However, Lotte aims to introduce a refreshing emotional appeal that transcends the mere act of quenching thirst. The brand's philosophy is to transform ordinary days into special occasions, supporting individual happiness through the experience of water.

Konatsu Kato will embody this message in an exciting new commercial and a video podcast series titled "Kato Konatsu Drinks Water - THE DAY ROOM". This series will feature lively discussions with varied guests, highlighting both the product's value and entertaining content, as they navigate through daily inconveniences with a sparkling twist.

The Shift in Consumer Values

Today’s consumers, especially the younger generations, are shifting their perspective on beverage consumption. They seek more than just functionality; they are in search of experiences that uplift their spirits. Lotte recognizes this longing to feel fulfilled and inspired and has crafted THE DAY as a solution. With its stunning gold packaging and invigorating canned options, THE DAY aims to enhance daily experiences and bring moments of joy.

Catering to Changing Social Landscapes

As the trend of 'sober curious' lifestyles gains momentum, THE DAY emerges as an ideal choice for those seeking an uplifting beverage without alcohol. Challenge the notion that water is simply a base product; instead, embrace it as a celebratory drink that can enrich social interactions.

Product Highlights and Features

THE DAY offers two refreshing varieties:

• - THE DAY Natural Mineral Water (480ml)
• - THE DAY Sparkling Water (500ml)

Both will be available at Seven-Eleven starting on the launch date, offering high-quality hydration options from the pristine waters of the Southern Alps. The natural mineral water is soft and palatable, perfect for all occasions, while the sparkling variety boasts a crisp, exhilarating taste.

Additionally, Lotte has chosen aluminum cans for their environmental benefits, including reduced microplastic risks and easier recycling processes. The striking red and black design contrasts beautifully against the eye-catching gold of the cans, making drinking THE DAY a delightful experience.

A Creative Campaign With Depth

The commercials for THE DAY will be nothing short of artistic endeavors, featuring Kato in a radiant red dress, dynamically embodying the spirit of the brand. With moments of playful joy captured, the commercials intend to convey emotional depth and a sense of vibrance to daily life.

Interspersed with highlights from Kato’s maternal charms, the campaign will showcase her authentic and cheerful essence, inviting audiences to reimagine the simplicity of hydration as a celebration.

Meet Konatsu Kato

Born in 1999 and hailing from Tokyo, Konatsu Kato is not only making strides in acting but is also a vibrant player in modern media. Known for her appearances in dramas such as I“s and NHK's Kamakura-dono no 13 nin, Kato has a growing fanbase. She portrays the lead role in the upcoming title SILENT HILL f, and her prowess extends beyond acting into the realm of gaming, where her streams attract a global audience.

Engaging Multimedia Initiatives

In another exciting development, Kato will host a bi-weekly video podcast series "Kato Konatsu Drinks Water - THE DAY ROOM", where she talks to notable guests from various fields about their experiences that contribute to the notion of