A Trend Even Men Are Embracing: Easy Warmth with Hot Water(Sayu).

“Sayu,” lukewarm water prepared from boiled water, is gaining popularity as a health-conscious habit, especially due to the COVID-19 pandemic and remote work. Influencers and the trend of “warmth-boosting” are contributing to its rise, attracting both genders. Convenient methods and products for preparing Sayu are continually emerging.

As a more convenient option for drinking Sayu, commercially available products have emerged. Asahi Beverage released “Asahi Delicious Water Natural Water Sayu” in November 22, priced at 113 yen. Initially planned as a limited-time product, due to high demand from customers and retailers, it was decided to continue sales year-round from September 23.

The company had previously launched “Asahi Fujiyama Vanadium Natural Water Hot” in 2014, which ended without reaching its sales target. However, subsequent data analysis by the company revealed that the consumption rate of Sayu had increased approximately fivefold from 2009 to 2022.

Given the habitual nature of Sayu consumption, repeat demand is expected. As Asahi Beverage’s Suzuki stated, reintroducing the product addressed complaints such as the time it takes for boiled water to cool and the hassle of preparation. By the end of January, cumulative sales of “Asahi Delicious Water Natural Water Sayu” exceeded 15 million units.

The term “Sayu Danshi” has also gained attention. According to a survey conducted by thermos manufacturer Thermos in December 23, among different age groups, the proportion of men in their 20s who drink Sayu reached 50%, surpassing women in their 20s (43%). While women in their 40s and 50s have a higher proportion, there is consistent support from men, suggesting its appeal beyond women who are often prone to feeling cold.

The growing popularity of Sayu has led to an increase in convenient methods and products, fueling further popularity. Related products, such as a Sayu-specific mug cup released by Doshisha in September 23, are also gaining attention, indicating that its popularity is likely to continue even after the cold season ends.

Source :Nikkei MJ 5th April 2024.