Mist-Type Vitamin Supplement Brand IN MIST Featured on “Tsuhan no Tora” Surpasses 1 Million YouTube Views About Three Months After Release

Incubate Harbor Inc. (headquartered in Chiyoda-ku, Tokyo; Representative Director: Ryozo Kawagishi), which supports the commercialization of the mist-type vitamin supplement brand IN MIST, announced that the YouTube video featuring IN MIST on the program “Tsuhan no Tora” has surpassed a cumulative 1 million views about three months after its release. After recording 35,000 units sold and 55 million yen in sales within 15 days of the video’s release, views have continued to grow. Comments and word-of-mouth sharing on social media are still ongoing. The new experience of “taking supplements by mist” and the product design focused on concerns such as “I cannot swallow tablets” and “I cannot keep taking supplements consistently” have resonated with many viewers. Even about three months after release, views and word-of-mouth continue to spread. The IN MIST video is still trending upward in both views and comments, showing long-term impact as e-commerce-linked content. In addition to the initial buzz immediately after publication, buyers have continued to post reviews and social media content about their usage experience. Empathy for everyday issues such as “I cannot swallow tablets” and “I want to take supplements easily while away from home” has created a cycle of new views and further sharing. Target video (“Tsuhan no Tora”): https://www.youtube.com/watch?v=_EdnFo02L3E The comment section has received supportive feedback from viewers and buyers. Regarding use for children and families, one comment said: “I bought it for my eight-year-old son who dislikes vegetables and cannot swallow tablets. I’m happy we finally found something that lets him get nutrition!” Another comment praised its convenience: “It’s great that I can take it while out without washing my hands!” Support is expanding as IN MIST becomes a new option for people who previously found it difficult to continue using conventional supplements, including those who struggle with tablets. The 1 million views highlight the potential of “video commerce × problem-solving products.” IN MIST cites three main factors behind the growing response. The first is visual impact: the unfamiliar method of taking supplements by spraying looks good on video and captures viewers’ attention. The second is clear problem-solving: the product directly addresses concerns such as being unable to swallow tablets, forgetting to take supplements, and being unable to take them while out. The third is reliability, including attention to quality design such as the aluminum double-structure “Fresh Keep Bottle.” IN MIST is a mist-type vitamin supplement developed under the concept of “a new one-push nutrition habit.” It uses a mist format that is sprayed into the mouth, with its key feature being that users can supplement nutrients without water. It supports frequent nutrition intake with a single push, can be used anywhere without water, including while out, at work, or in transit, and uses the proprietary “Fresh Keep Bottle,” an aluminum double-structure container that separates the liquid from nitrogen gas to suppress ingredient degradation. The brand was born from an internal venture at Suntory. IN MIST is a mist-type vitamin supplement that allows users to take in vitamins and other nutrients in a new form: “by mist.” Because it can be used without water and with a single push, it helps users maintain beauty habits even while away from home or during busy daily routines. The product was developed in response to people who said they wanted to take supplements but could not. It was created for those who are conscious of health and beauty but find it difficult to continue, such as people who dislike tablets or often forget to take supplements, by changing the method of intake itself. The developer of IN MIST is Tomoya Osada, Business Representative for IN MIST at 01Booster Inc. He graduated from the Graduate School of Agricultural and Life Sciences at the University of Tokyo, where he studied food science and molecular biology. After joining Suntory Holdings Limited, he worked on quality assurance for beverages and alcoholic drinks such as GREEN DAKARA and Kakuhighball cans, as well as R&D strategy planning and new business development. As a supplement user himself, he felt that conventional supplements had issues with absorption efficiency and ease of continuation, which led him to consider developing a new supplement format. Through Suntory’s internal venture system, he planned the business concept for “IN MIST, a supplement taken by mist,” launched it at 01Booster, and is advancing it with commercialization support from Incubate Harbor. He is also a member of JAPAN MENSA. IN MIST is currently available through its official e-commerce site, the Tsuhan no Tora Shop, Rakuten Ichiba, Amazon, beauty clinic e-commerce sites, and other online channels. It is also sold at physical retailers including Hands stores nationwide across 51 locations, several Tsutaya Electrics stores, Kochi Tsutaya Bookstore, and selected drugstores such as Welcia. Incubate Harbor Inc. was established in March 2024 and is located at SAAI, 1st floor, Shin-Tokyo Building, 3-3-1 Marunouchi, Chiyoda-ku, Tokyo. Its representative is Ryozo Kawagishi. The company supports internal new business launches, business plan development, and workshops for creating new business ideas. URL: https://incubateharbor.com/ For inquiries: Incubate Harbor Inc., Kawagishi, ryozo_kawagishi@incubateharbor.com; 01Booster Inc., inform@inmist.jp; PR contact Daidoji, nao.daidoji@nrtv.co.jp.