Neither coffee nor tea. BISA's April Dream to make herbal tea the 'third choice' a matter of course

We support 'April Dream', a project that aims to make April 1st a day to broadcast dreams. This press release is the dream of BISA Co., Ltd. **Are you able to choose a cup that suits you today?** Coffee, tea, and cafe culture have spread, making our lives seemingly richer. However, on the other hand, we often just vaguely choose our usual cup, regardless of our mood or physical condition that day. Amidst our busyness, there are many occasions where we make choices just to go with the flow, rather than deliberately choosing what we consume. Fundamentally, drinks should be more free. We believe they should be something you can naturally select according to who you are at that moment. Herbal tea is not merely a luxury grocery item. Feeling the aroma, feeling the temperature, catching your breath. It is an act of returning to oneself, a time to arrange one's daily life. BISA Co., Ltd. views this time as 'mental infrastructure.' **Mental infrastructure is the time and habit of returning to oneself without being influenced by busyness or surroundings.** It is not something for special people, but a foundational element necessary for everyone. **'Good for health' is no longer enough to be chosen** Until now, through deployment in department stores, collaborations with companies, and product development tailored to spaces and scenes, BISA Co., Ltd. has proposed herbal tea as a beautiful, refined 'presence that makes you want to choose it.' This is not simply about being health-conscious; it's an experiential value encompassing aroma, the quality of time, and harmony with space. Not choosing it 'because it's healthy,' but feeling 'I want to be the kind of person who chooses this.' Furthermore, through pop-up stores and spatial proposals, while layering the design of experiences enjoyed with the five senses, we have expanded the potential of the new value of 'time to arrange oneself.' Making herbal tea something chosen through sensibility. BISA Co., Ltd. has redefined that value. **Even in extreme environments, people seek 'humanity'** This value is not confined to everyday life. Even in extreme environments, people seek 'humanity.' This value remains unchanged not only in normal times but also in emergencies such as disasters or unstable situations. When environments are restricted, interacting with warm drinks and aromas becomes a catalyst for regaining a sense of security and calmness. So, why space? Currently, as an initiative to expand that value not just on Earth but into space, we are developing space Japanese food...