<Event Report> Kirin "Hyoketsu®︎ Ice Magic 2026" Advance Media Experience Held "Hyoketsu®︎" Fan FRUITS ZIPPER Ruka Nakagawa and Comedian Sissonne Appear!

Kirin Brewery Company, Limited (President: Hideki Horiguchi, hereinafter Kirin Brewery) will hold "Hyoketsu®︎ Ice Magic 2026," a new sensory experience event where you can taste the renewed "Hyoketsu®︎," for three days from Friday, July 3rd to Sunday, July 5th, at "Sanagi Shinjuku Event Space" (3-35-6 Shinjuku, Shinjuku-ku, Tokyo). Prior to the event, a strategy briefing session (Part 1) and an advance media experience session (Part 2) for Kirin "Hyoketsu®︎ Ice Magic 2026" were held on Tuesday, June 30th.

The experience session was divided into two parts. The first part introduced the trends in the RTD*1 market in light of the revision of the Liquor Tax Act to be implemented in October 2026, the future development of "Hyoketsu®︎," details of the largest-ever renewal of all 13 "Hyoketsu®︎" and "Hyoketsu®︎ Sugarless" products, and an overview of the "Hyoketsu®︎ Ice Magic 2026" event. A preview of the new TV commercial "In a Ballpark Under the Blue Sky," starring Mayu Hotta, which is scheduled to be broadcast nationwide sequentially from Tuesday, July 7th, was also shown, along with a video message from Mayu Hotta discussing her memories of filming the commercial and how to enjoy "Hyoketsu®︎" in the summer.

The second part featured Ruka Nakagawa of FRUITS ZIPPER, a fan of "Hyoketsu®︎," and comedy duo Sissonne. They experienced a special course available at "Hyoketsu®︎ Ice Magic 2026" and competed to see who could best convey the deliciousness of "Hyoketsu®︎" in the "Hyoketsu®︎" Ice Magic Refreshing MAX Report Battle. Nakagawa, who won the competition, experienced the "Hyoketsu®︎" Ice Glass as her prize. Finally, the three of them, including Sissonne, toasted with the renewed "Hyoketsu®︎." After the toast, they were asked about who they wanted to enjoy "Hyoketsu®︎" with this summer and what new things they wanted to try this summer to match the new "Hyoketsu®︎," sharing their thoughts along with the appeal of "Hyoketsu®︎." *1 Abbreviation for Ready to Drink. An alcoholic beverage that can be drunk as is after opening.

"Hyoketsu®︎" fan Ruka Nakagawa expresses her love! "I usually drink it after lives and on the Shinkansen!"

In the second part, Ruka Nakagawa of FRUITS ZIPPER, a fan of "Hyoketsu®︎," and comedy duo Sissonne appeared. Nakagawa made a cheerful entrance in a summer-appropriate outfit of a skirt based on "Hyoketsu®︎"'s signature blue and a refreshing white shirt. When asked when she usually feels like drinking "Hyoketsu®︎" as a fan, Nakagawa commented, "We haven't had a toast with drinks as a group yet, so I want to toast with everyone after our lives, with Hyoketsu in hand."

When Sissonne playfully teased her, saying, "You have 'fruit' in your name, 'summer' in your name, and you're doing 'Hyoketsu®︎' all by yourself," referring to FRUITS ZIPPER's name, she responded, "Yes, I'm the 'Hyoketsu®︎' woman," which amused the audience.

"Sub-zero delicious magic"! "Hyoketsu®︎" Ice Magic Slurry Refreshing MAX Report Battle! Sissonne's Jiro commented on Nakagawa's overwhelming report, "I won't lose, I'm from the land of ice."

Nakagawa and Sissonne participated in the "Hyoketsu®︎" Ice Magic Refreshing MAX Report Battle using the course at "Hyoketsu®︎ Ice Magic 2026." Facing the sight of "Hyoketsu®︎" freezing in the glass, Nakagawa reported, "It's super cold and sparkling, fluffy Ice Age!" Seeing this, Sissonne's Hasegawa commented, "It was amazing, I wonder how it works."

Next, Jiro had a similar experience, and finally, Hasegawa decided the winner, with Nakagawa emerging victorious. Nakagawa, who won, commented with a big smile, "Hyoketsu®︎ was on my side."

As a prize for her victory, Nakagawa experienced the "Hyoketsu®︎" that allows her to feel the cool and refreshing sensation of "Hyoketsu®︎." Afterward, the three of them, including Sissonne, toasted with "Hyoketsu®︎." When asked what she wanted to challenge this summer, Nakagawa said, "I really love movies, so I want to try working in movies." Jiro of Sissonne continued, "'Hyoketsu®︎ Ice Magic 2026' is only 500 yen, and the Yoshimoto theater is nearby, so I want to go again."

Announcement of RTD Market Trends and Future Development of "Hyoketsu®︎" in Light of Liquor Tax Law Revision

In the first part, Kirin Brewery Executive Officer and Marketing Department Manager Keizo Imamura explained the trends in the RTD market and the future development of "Hyoketsu®︎" in light of the Liquor Tax Act revision to be implemented in October 2026.

Regarding changes in consumer needs, he stated, "Amidst the current rising prices, the desire to enjoy high-quality things is increasing." He projected that "concentration on top brands will accelerate" in the future market outlook and explained the strength of the "Hyoketsu®︎" brand as "high recognition and support built over 25 years."

Introduction to "Hyoketsu®︎" Renewal and New Sensory Experience Event "Hyoketsu®︎ Ice Magic 2026"

Following this, in the latter half of the first part, Harushige Shi, Kirin Brewery Marketing Department "Hyoketsu®︎" Brand Manager, took the stage and explained the renewal details, the event overview of "Hyoketsu®︎ Ice Magic 2026," and its introduction to food and beverage establishments.

This renewal adopts the "Hyoketsu®︎ Ultra Clear Manufacturing Method," which carefully removes impurities derived from fruit. The taste has evolved to allow the fresh deliciousness of the fruit to be felt more clearly. Shi also stated regarding "Hyoketsu®︎ Ice Magic 2026," "This is an event where you can experience the taste of the new Hyoketsu in a new way," and added, "We hope that even those who don't usually drink 'Hyoketsu®︎' will take this opportunity to try it." Furthermore, as part of future developments, he spoke about plans for collaboration with food and beverage establishments for "Hyoketsu Ice Slurry" to allow more people to enjoy the taste of Hyoketsu.

New TV Commercial Starring Mayu Hotta Also Premiered in Advance, "I want you to experience this new refreshing taste on this hot summer day."

The new TV commercial "In a Ballpark Under the Blue Sky," starring Mayu Hotta, who has appeared in previous works, was released. Additionally, Mayu Hotta appeared in a video message and shared an episode from the day of the commercial shoot, saying, "We filmed in Oita Prefecture, and the weather was blessed that day. It was a fun shoot filled with youth, running around freely under the blue sky and cheering from the stands." Finally, Hotta sent a message about when she would want to drink "Hyoketsu®︎" this summer.

<CM Overview>

Title: "In a Ballpark Under the Blue Sky"

Release Date: Tuesday, July 7, 2026

Starring: Mayu Hotta

"Hyoketsu®︎ Ice Magic 2026" Event Overview

"Hyoketsu®︎ Ice Magic 2026" will be open to the public for three days from July 3rd (Fri) to 5th (Sun) at Sanagi Shinjuku Event Space. At the venue, a full course will be offered in three steps – -18°C 〈Ice Magic Glass〉, -5°C 〈Ice Magic Slurry〉, and -50°C 〈Ice Magic Bar〉 – as "sub-zero delicious magic to blow away the intense heat." It is a new sensory event where you can experience the deliciousness of "Hyoketsu®︎."

Points of "Hyoketsu®︎" Ice Magic 2026 Experience

Enjoy "sub-zero delicious magic" with a three-stage full course

Ice Magic Glass 〈-18°C〉

"Hyoketsu®︎" is poured into a sparkling ice glass illuminated by lights, delivering the ultimate toast through the cool and refreshing sensation unique to "Hyoketsu®︎ Ice Magic 2026."

Ice Magic Slurry 〈-5°C〉

Upon pouring from a height into a glass, "Hyoketsu®︎" freezes into a frozen state. Enjoy the new "shari-fwa" (crunchy and fluffy) texture of "Hyoketsu®︎" along with a refreshing sizzle.

Ice Magic Bar 〈-50°C〉

Frozen for 10 minutes using a special -50°C freezer. A "grown-up dessert" ice bar is created by combining your favorite fruit with your favorite "Hyoketsu®︎," served amidst a gentle swirl of white smoke.

Visit the event venue, imagined as a world of "sub-zero delicious magic to blow away the intense heat."

Upon entering the event venue, you will be greeted by a large counter created by "sub-zero delicious magic." At the counter, staff members will guide you through the three full courses of "Hyoketsu®︎ Ice Magic 2026," ushering visitors into a special experience. In addition, "Hyoketsu®︎ Ice Magic 2026" limited photo panels are installed next to the courses, allowing you to enjoy commemorative photos in various ways, such as individual shots or group photos.

Event Outline

Event Name: "Hyoketsu® Ice Magic 2026"

Date and Time: Friday, July 3, 2026, 17:00-21:00

Saturday, July 4, 2026, 12:00-21:00

Sunday, July 5, 2026, 12:00-21:00

Venue: Sanagi Shinjuku Event Space (3-35-6 Shinjuku, Shinjuku-ku, Tokyo 160-0022)

Access: 1 minute walk from the JR Shinjuku Station Southeast Exit ticket gate.

Admission Method: No prior reservation required.

Ticket: 500 yen (tax included) Includes 3-course experience + souvenir (1 can of Sicilian Lemon 350ml)

Event Precautions

Please present your identification.

Individuals under 20 years of age are not permitted to enter the venue unless accompanied by someone 20 years of age or older*2. Additionally, guests arriving by car or bicycle, and pregnant guests are permitted entry, but will be refused alcohol service.

*2 Entry into the event space (waiting area) is permitted.

About "Hyoketsu®︎" Product Overview

"Hyoketsu®︎" is a brand that values a clear taste free of impurities and a bright, refreshing worldview.

Newly adopted is the "Hyoketsu®︎ Ultra Clear Manufacturing Method," which carefully removes impurities derived from fruit, evolving the taste to allow the original fruit's deliciousness to be felt more clearly.

The packaging also retains the diamond-cut design characteristic of "Hyoketsu®︎" while evolving into a modern design that conveys a fresh and clean taste.

While adapting to the diversifying needs of the times, we deliver bright and refreshing feelings with the fresh taste of fruit and the exhilarating burst of carbonation.

Kirin Hyoketsu® Sicilian Lemon

Container: Can

Volume: 350ml / 500ml