Kirin Refreshes Vietnam-Exclusive 'KIRIN iMUSE' with Plasma Lactic Acid Bacteria, Launching June 15 (Mon)

Interfood Corporation (President: Atsushi Kawasaki), a group company of Kirin Holdings Co., Ltd. (President and COO: Kenji Minakami, hereinafter 'Kirin'), which sells Kirin-branded beverages in the Socialist Republic of Vietnam (hereinafter 'Vietnam'), will refresh its plasma lactic acid bacteria-infused 'KIRIN iMUSE (iMUSE)※1' and launch the 'KIRIN iMUSE Refreshing Drink Lemon & Yogurt Flavored 430ml' starting June 15 (Monday).

In launching this product, we have strengthened its appeal as an everyday thirst-quenching beverage, centered on communicating the value of 'plasma lactic acid bacteria.' With a design that instantly conveys refreshment, we aim to introduce new drinking occasions to Vietnamese consumers.

This product is the first overseas version of the 'iMUSE' brand, launched in Vietnam in September 2019※2. Since launch, its distribution network has steadily expanded. By 2025, the number of retail locations had increased to approximately 20 times the initial launch figure, showing strong performance. By offering a new health value that supports wellness through refreshment drinks, it has gained support from Vietnamese consumers.

In recent years, interest in health has been rising in Vietnam, expanding the demand for easily integrating wellness into daily life※3. In the beverage market, in addition to 'taste,' the 'thirst-quenching sensation'—the ability to quench one's thirst—has become an important factor in purchasing bottled drinks※4. Against this backdrop, we are establishing a new brand positioning as a 'thirst-quenching drink that supports immunity,' evolving into a product that enables consumers to naturally incorporate healthy habits into their daily hydration routines.

The Kirin Group has established its long-term management vision 'Innovate2035!' aiming to be an advanced CSV※5 company that 'keeps energizing the world by driving innovation through people and technology.' To achieve this, we position 'plasma lactic acid bacteria beverages' as a core category within our Health Science business and will continue expanding product offerings in this category, primarily across Southeast Asia, to support people's health.

※1 KIRIN iMUSE - WonderFarm Online

※2 'KIRIN iMUSE' Launched in Vietnam | 2019 | KIRIN - Kirin Holdings Company, Limited

※3,4 Dentsu Creative Vietnam Survey (n=200), conducted February 2025

※5 Abbreviation for Creating Shared Value. Creating value that can be shared with customers and society.

■ Features and Rollout of 'KIRIN iMUSE Refreshing Drink Lemon & Yogurt Flavored 430ml'

① Flavor

Contains 100 billion plasma lactic acid bacteria, combining the delicious taste of yogurt with a hint of lemon for a clean, refreshing drinking experience.

② Packaging

Designed to highlight the brand's strength in 'immune care' while instantly conveying a sense of refreshment.

③ Distribution Channels

Targeting retail outlets, including supermarkets, convenience stores, school and factory cafeterias, and kiosks.

-End-

Product Name & Size ① KIRIN iMUSE Refreshing Drink Lemon & Yogurt Flavored 430ml

② KIRIN iMUSE Refreshing Drink Lemon & Yogurt Flavored 430ml · 24-pack

Launch Region Vietnam

Launch Date June 15, 2026 (Monday)

Price ① 12,000 Vietnamese dong ② 288,000 Vietnamese dong