Nestlé Japan and Shibuya Future Design Launch 'SHIBUYA Refresh TO GO' Project to Promote Personal Bottles

Nestlé Japan Ltd. and the general incorporated association Shibuya Future Design will launch a co-creation project "SHIBUYA Refresh TO GO" on Saturday, May 30, 2026, aiming to establish a new lifestyle in Shibuya where people carry personal bottles daily and refresh themselves comfortably. In this project, as a response to the increasing heat due to climate change, we will create concrete actions such as utilizing cool spots in the city and refilling beverages with personal bottles, proposing a new way of refreshing that can be continued without strain. In recent years, while interest in reducing disposable containers and environmental consideration has increased, the difficulty of continuing these actions in daily life has become an issue. In the new project "SHIBUYA Refresh TO GO," we aim to transform environmental consideration not as an obligation or endurance, but into a new urban behavior that everyone naturally wants to choose through experiences accompanied by the comfort and fun of refreshing. By centering on the drink experience provided by Nestlé Japan through "Nescafé" and combining elements such as personal bottles, refills, and upcycling, we will transmit a new refreshment culture that leads to the reduction of disposable waste and plastic from Shibuya to society. Shibuya is a city where youth culture, workers, tourists, and creators intersect, and new lifestyles and cultures spread to society. Shibuya Future Design, as an "innovation platform realized with diverse personalities gathering in Shibuya," has promoted demonstrations and co-creation leading to the future of the city while collaborating with the government, companies, universities, and residents. In this project, using Shibuya as a demonstration field, we aim to update the actions of "carrying," "refilling," and "refreshing" into urban experiences, not just developing water supply infrastructure, and create a new urban lifestyle that fuses environmental consideration, wellness, and self-expression. Nestlé Japan has been engaged in experiential communication while facing the town of Harajuku for many years, based at its directly managed store "Nescafé Harajuku." By combining this knowledge with the urban co-creation network possessed by Shibuya Future Design, we will expand initiatives that have been limited to the store level to the entire city, and promote the establishment of a new refreshment culture spreading from Shibuya to society.