Kirin Collaborates with Artist Yu Nagaba to Launch 'Namacha LIFE&TEA Action'

Kirin Beverage Partners with Yu Nagaba for 'Namacha LIFE&TEA Action'

Kirin Beverage Corporation, headed by President Hiroshi Inoue, has unveiled its new initiative, "Namacha LIFE&TEA Action," set to commence on April 10, 2025. This campaign aims to create uplifting moments in everyday life through the brand "Namacha" while collaborating with renowned artist Yu Nagaba.

The first phase of this exciting collaboration includes a unique vending machine sampling event in Tokyo and Osaka on April 19, 20, 26, and 27. Attendees will receive a bottle of "Namacha" for free via an innovative "Art Vending Machine" designed to engage the public with art and tea. The event is poised to attract a wide audience, expanding the brand's reach beyond its previous initiatives.

Details of the Sampling Event

The sampling event will take place at:

- Tokyo: Shibuya on April 19 and 20
- Osaka: Umeda on April 26 and 27

Hours for both locations are from 10:00 A.M. to 6:00 P.M.
Guests can enjoy a free bottle of "Namacha" (555ml) while experiencing the playful aesthetic of the art designed by Yu Nagaba.

During the event, visitors are encouraged to share their experiences on social media. Those who post will have the chance to receive a limited edition art sticker during their return visit. Please note that the giveaway is on a first-come, first-served basis until supplies run out.

The Vision Behind 'Namacha LIFE&TEA Action'

Kirin aims to uplift consumers' daily lives with this new initiative, which stems from last November's successful pilot project in Shibuya. The first event, which integrated fashion, music, and urban culture with art, received positive feedback and high participation rates. Following up on this success, this year sees the addition of Osaka venues, broadening the initiative's appeal.

Artist Yu Nagaba, known for his simplistic line art, envisioned the "Art Vending Machine" as an embodiment of uplifting moments in everyday life, showcasing a fresh perspective of the "Namacha" experience. His artistic creations will also be displayed on mobile art trucks and vending machines nationwide, enhancing the everyday lives of many consumers.

Insight from Artist Yu Nagaba

Yu Nagaba expressed excitement and gratitude upon receiving the collaboration proposal from Kirin, a company that he has appreciated since his student days. He expressed both enthusiasm about sharing his work with a broader audience and the responsibility that comes with such a significant opportunity.

In creating his illustrations for this project, he strived to maintain a relaxed mindset, even while focusing on the details of his craft. To do this, he sipped "Namacha" during the creative process to find his balance, continuously absorbing the refreshing, clean aesthetic that the beverage represents.

For those who will encounter his art, Nagaba hopes that it serves as a gentle reminder to take a pause in the hustle of life, perhaps with a cup of tea, to recharge and appreciate their own rhythm—a sentiment he encapsulated in his designs.

Innovations in Packaging and Production

New Packaging Design and Craftsmanship

Alongside the launch of the campaign, "Namacha" introduces updated packaging that retains its stylish modern appeal, featuring a raindrop design that reflects the beautiful sheen of fresh tea leaves. The beverage itself maintains strict quality control through techniques such as:
1. Fresh Tea Leaf Extraction Method: Ensuring optimal freshness by freezing freshly picked leaves within eight hours to lock in flavor.
2. Micron Grinding of Covered Tea: Providing a uniform grind to allow for a smooth taste experience while maximizing the essence of the ingredients.
3. Frozen Sweetness Extraction Method: Enhancing the naturally sweet flavors that mimic fresh tea, creating a delightful drinking experience.

In commitment to sustainability, parts of the new packaging will utilize 100% recycled PET plastic, and various eco-friendly practices have been integrated to minimize plastic use. Kirin endeavors to elevate the profiles of unsweetened tea products while enriching everyday moments for consumers.

For more details about the "Namacha LIFE&TEA Action," visit Kirin's Namacha Website.