A man looking at a display for Zeria Pharmaceutical's turmeric and liver
extract drink Hepalyse to cure hangovers at a drugstore in Tokyo. Zeria
Pharmaceutical is expecting to chalk up big sales of its liquid and
pill-based Hepalyse this holiday season. Bottled hangover cures are a
multi-million-dollar business in Japan as millions turn up to
"shinnenkai" gatherings to ring in 2016 with frosty mugs of beer. PHOTO |
YOSHIKAZU TSUNO |
NATION MEDIA GROUP
TOKYO, Wednesday
Makoto
Yamauchi is taking comfort in a dizzying array of hangover cures, from
clam elixirs to turmeric tonics, as Japan’s new year party season gets
into full swing.
The bottled drinks are a
multi-million-dollar business in Japan and it is the season for recovery
tonics as millions turn up to Shinnenkai gatherings to ring in 2016
with frosty mugs of beer.
“I always take hangover-prevention drinks before going out,” said Yamauchi, a 54-year-old exhibition builder.
“I buy them about 10 times a month,” he added, on his way to a boozing session with friends in Tokyo’s bustling Ginza District.
STOCKING UP
Convenience
stores across the nation are stocking up on top-selling Ukon no
Chikara, whose faithful believe that gulping down the 205 yen ($1.70)
turmeric-based recipe before a night out will make the next day a
breeze.
Turmeric is thought to work as an antioxidant and anti-inflammatory aid.
Others
swear by clam- and watermelon-infused tonics or the peculiarly named
Pocari Sweat - Japan’s cloudy, citrus-like answer to Gatorade.
The
reputedly dreadful tasting Solmac, a mixture that includes leaf
extracts, turmeric, ginseng and liquorice, is also said to do the trick.
For the day after, Japanese soul food like miso soup
or sour pickled plums are popular to help replace all those lost
electrolytes.
Zeria Pharmaceutical is expecting to
chalk up big sales of its liquid and pill-based Hepalyse this holiday
season, after rolling out the liver tonic in convenience stores four
years ago.
“People find it easier to go to a
convenience store rather than the pharmacy and it has also helped brand
awareness,” a company spokesman said.
BOOSTED REVENUES
“Convenience store sales have really boosted our revenues. The best sales month is December.”
Various types of Hepalyse, sold in tiny, delicate bottles, sell over the counter for around 257 yen ($2.10) to 450 yen ($3.70).
Demand
for liquid replenishers is likely to stay strong despite slipping sales
in recent years, said Shun Yokoyama, an analyst specialising in health
drinks at marketing research firm Fuji Keizai.
“One key
feature of the Japanese market is that there’s a high demand for drinks
to recover from situations that are bad for your health, such as a
hangover,” Yokoyama said.
“When you look at Japan from a
global perspective, supplements don’t sell so well. But consumers want
something to recover their health by replenishing their nutrition
through drinks,” he added.
That’s no secret for
twenty-something office worker Misuzu, who reaches for low-sugar
hangover cures to keep trim after consuming calorie-packed beverages.
“These drinks are good for office ladies - I buy the ones with fewer calories on nights when I plan to drink a lot,” she said.
“They are excellent for turning a hard landing into a soft landing.
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