[Edaily Reporter Kim Ji-woo ] CJ CheilJedang Corp(097950)’s fruit-fermented vinegar brand “Micho (美酢)” is expanding its reach in Japan beyond vinegar consumed for health and beauty purposes to become a “daily wellness drink” enjoyed as part of everyday life.

CJ CheilJedang Corp. announced on the 13th that it will run the “Micho Everyday Recipe Suggestion Campaign” in Japan through the end of August. Aligning with the growing trend in the Japanese beverage market toward functional everyday drinks, the campaign aims to offer consumers diverse ways to enjoy Micho according to time, place, and occasion (TPO).

Micho, which marks its 20th anniversary this year, entered the Japanese market in 2012 with its “Pomegranate-Flavored Micho.” It has maintained the No. 1 position in Japan’s drinking vinegar market for the past five years and has grown into a brand with annual sales of around 150 billion won in Japan alone.

CJ CheilJedang Corp believes that Micho has contributed to expanding consumption in the Japanese vinegar market from brown rice-fermented black vinegar to fruit-fermented vinegar. Through this campaign, the company plans to target not only existing drinking vinegar consumers but also the broader market for everyday beverages.

The campaign centers on the long-standing bestseller “Pomegranate” and the new product “Acai.” The company also unveiled an advertisement featuring Japanese actor Shinnosuke Mitsushima under the theme “Micho Rescue.” The ad suggests various ways to enjoy Micho depending on the consumer’s mood and situation.

Consumer-participation events have also been organized. By calling a dedicated toll-free number, consumers can follow the actor’s voice prompts to receive MiCho recipes tailored to their situation, and a text message will then provide a link to purchase the product. The campaign introduces a variety of ways to enjoy MiCho, ranging from refreshing drinks for days off to warm beverages for reading, drinks to share with children, and non-alcoholic alternatives to alcoholic beverages.

On-site tasting events are also being expanded. CJ CheilJedang Corp designated July 3 as “Micho Day,” inspired by the fact that the Japanese pronunciation of the number 3 (“mi”) evokes the brand name, and is holding tasting events at major hypermarkets and supermarkets.

A CJ CheilJedang Corp spokesperson stated, “In line with changes in Japanese consumers’ lifestyles, we are evolving Mi-cho into a daily wellness beverage that can be enjoyed at any time,” adding, “Through differentiated product quality and locally tailored marketing, we will continue to lead the K-beverage trend as a healthy drink that Japanese consumers enjoy as part of their daily lives.”