#Japan #Minato #Micho #Shinnosuke Mitsushima #Micho Rescue

Discover the New Micho Rescue Campaign

CJ FOODS JAPAN is excited to announce the launch of a unique campaign for their vinegar drink brand, Micho, starting June 1, 2026, under the concept of “solving your worries.” This innovative campaign features actor Shinnosuke Mitsushima as “Micho Island Captain,” who will personally address consumer concerns.

The campaign, titled “Micho Rescue Squad,” is designed to provide a fresh drinking experience that aligns with various personal moods and situations. One of its standout features is the Micho Rescue Squad Free Dial Campaign, where consumers can call a dedicated hotline for personalized recommendations on Micho mixes suitable for their specific feelings or problems.

Mitsushima, voicing the “Micho Island Captain,” will guide users through a series of questions that lead them to discover the perfect Micho mix. Imagine needing a refreshing drink to lift your spirits after a long workday—Mitsushima’s voice will help find just the right concoction!

The Mission of the Micho Rescue Squad

This exciting venture highlights a shift in how beverages are perceived. Consumers are now looking for drinks that can fit seamlessly into their everyday lives—ones that are not just healthy but are also enjoyable and easily adaptable to various occasions. Micho has gained popularity for its refreshing fruit-based flavors and versatility, making it ideal for casual enjoyment.

To further enrich the Micho experience, July 3 has been established as “Micho Day.” On this day, the brand will unveil a total of 73 creative recipes that showcase how to incorporate Micho into daily life, bringing friends and family together for smooth, delicious moments.

Engaging Web Movies

As part of the campaign, engaging web movies will be released, featuring the theme of the Micho Rescue Squad. The first installment will present scenarios where diverse groups of people seek advice about their daily troubles. For example, in the family-themed video, a young boy reaches out to the rescue team while observing his mother doing laundry, highlighting that even the simplest questions can lead to heartwarming solutions.

The second installment will take a workplace setting, where a woman calls in after making a mistake at work. Micho will recommend a drink that can help her unwind after a tough day, showcasing the campaign’s goal of pairing specific drinks with relatable situations.

Free Dial and Gift Campaigns

The Free Dial Campaign runs from June 1 until August 31, 2026, providing users with a way to seek and receive personalized drink suggestions based on how they're feeling. After the call, participants will receive an SMS with details about their recommended recipes, along with a link for easy online purchases in the Micho range. Additionally, calling areas with high participation might get visits from the Micho Rescue Squad for special sampling events!

Apart from the hotline, there's also the Micho Rescue Squad Gift Campaign, launching on July 1. Participants will simply need to purchase featured products and upload their receipts for a chance to win digital gift prizes, enticing more consumers to engage with the brand and its offerings.

A New Day for Micho

The establishment of “Micho Day” on July 3 aims to connect cultural significance with the drink, allowing consumers to celebrate and share their experiences with Micho. This clever nod to “Micho” not only emphasizes the fruit-based nature of the beverage but also serves as a reminder to enjoy the little joys of life.

Meet Micho Island Captain

As the face of the Micho Rescue Squad, Shinnosuke Mitsushima embodies a relatable and vibrant character, encouraging consumers to engage. Known for his various roles in entertainment and media, Mitsushima's warmth as the “Micho Island Captain” is designed to make consumers feel supported while they explore new ways to enjoy Micho.

With its mission of “making everyday life a little more fun with Micho,” this campaign not only reflects a modern approach to beverages but also resonates deeply with contemporary consumer needs, bridging connections through taste and creativity.

Embrace the refreshing and delightful world of Micho as you navigate life’s everyday challenges, all with the guidance of your very own Micho Island Captain!