Morinaga & Co. Launches 'Bathing for Heat Acclimatization' Awareness Campaign Starting May 30
Morinaga & Co. is partnering with the 'Heatstroke Prevention Call-Out Project' to promote bathing as a way to prepare for the summer heat, encouraging the consumption of amazake before and after bathing.
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- 📰 Published: May 21, 2026 at 20:00
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Morinaga & Co., Ltd. (Shibaura, Minato-ku, Tokyo; President and COO: Shinya Mori) is partnering with the 'Heatstroke Prevention Call-Out Project' secretariat (General Incorporated Association Japan Design: Shibuya-ku, Tokyo; Secretariat Director/Social Entrepreneur: Taro Yamashita) to support the 'Ofuro de Shonetsu Junka' (Bathing for Heat Acclimatization) initiative. This project promotes bathing—which serves as a form of preparatory exercise for heatstroke prevention—and will distribute a total of 1,500 bottles of 'Hiyashi Amazake' (chilled amazake) across various events. Through this initiative, the company aims to promote awareness to help people prepare for the summer heat and enjoy the season safely.
Experts note that bathing improves metabolism through thermogenic effects, which can lower blood sugar levels and lead to hunger. Since bathing on an empty stomach is not recommended, energy replenishment before bathing is necessary for a comfortable and safe experience. Because bathing causes perspiration, the replenishment of fluids and sodium is also essential. Historically, hot spring inns have provided sweets as a welcome service, which is considered to be a practice that aids in energy and fluid replenishment before bathing, ensuring safety.
Morinaga & Co. recommends amazake as it allows for the quick and easy replenishment of fluids, sodium, and energy. With its rice koji and sake lees components, it also provides a satisfying sensation, making it an ideal beverage before and after bathing.
Event Details:
1. 'Prepare for the Hot Summer: Hitosuzumi Matsuri in Yurakucho'
- Date: May 30, 2026, 11:00–18:00
- Location: Yurakucho Station Front Plaza
- Quantity: 500 bottles
2. 'Refresh Park Yumura' (Shin-Onsen Town, Hyogo Prefecture)
- Date: June 8–14, 2026
- Location: Refresh Park Yumura
Experts note that bathing improves metabolism through thermogenic effects, which can lower blood sugar levels and lead to hunger. Since bathing on an empty stomach is not recommended, energy replenishment before bathing is necessary for a comfortable and safe experience. Because bathing causes perspiration, the replenishment of fluids and sodium is also essential. Historically, hot spring inns have provided sweets as a welcome service, which is considered to be a practice that aids in energy and fluid replenishment before bathing, ensuring safety.
Morinaga & Co. recommends amazake as it allows for the quick and easy replenishment of fluids, sodium, and energy. With its rice koji and sake lees components, it also provides a satisfying sensation, making it an ideal beverage before and after bathing.
Event Details:
1. 'Prepare for the Hot Summer: Hitosuzumi Matsuri in Yurakucho'
- Date: May 30, 2026, 11:00–18:00
- Location: Yurakucho Station Front Plaza
- Quantity: 500 bottles
2. 'Refresh Park Yumura' (Shin-Onsen Town, Hyogo Prefecture)
- Date: June 8–14, 2026
- Location: Refresh Park Yumura
FAQ
What is heat acclimatization?
The process of preparing the body to regulate temperature effectively in hot weather by getting used to the heat.
What should I be careful about when bathing?
Since sweating causes water and salt loss, it is important to hydrate properly before and after bathing.
How can I participate in the campaign?
You can receive free amazake at venues like Yurakucho or Refresh Park Yumura by participating in event activities.