Morinaga's 'Festival Oasis' Returns to Fuji Rock 2026 with Ice Box

Morinaga Confectionery Co., Ltd. (Shibaura, Minato-ku, Tokyo; President & COO: Nobuya Mori) will once again operate a special booth for its refreshing grapefruit-flavored crushed ice cup product 'Ice Box' at 'FUJI ROCK FESTIVAL’26', to be held from Friday, July 24 to Sunday, July 26, 2026, at Naeba Ski Resort in Niigata Prefecture (hereinafter 'Fuji Rock').

'Ice Box <Grapefruit>' contains sodium, vitamin C, and citric acid, supporting hydration and electrolyte replenishment lost through sweat, and has gained widespread popularity among consumers. At last year’s Fuji Rock event, 10,000 units sold out completely.

For 'FUJI ROCK FESTIVAL’26', Morinaga will sell 'Ice Box <Grapefruit>' as a cooling solution, enabling attendees to fully enjoy the festival despite summer heat and on-site excitement. Building on last year’s highly praised 'Festival Oasis' concept, this year’s experience will be even cooler. In addition to multiple mist fans and air conditioners, a 'Mist Squad' will spray cooling mist along the waiting line. A new feature this year includes overhead mist release directly above the booth, cooling visitors from both the inside and outside.

With extreme heat becoming more common nationwide, heatstroke prevention has become increasingly critical. According to Japan’s Fire and Disaster Management Agency, emergency transports due to heatstroke from May to September 2025 reached a record high of 100,510. Heatstroke cases are also rising during outdoor activities (workplaces, roads, public areas), making heat countermeasures essential not only for attendees but also for staff at outdoor events like music festivals.

Moreover, starting June 2025, heatstroke prevention measures in the workplace became mandatory for employers, reflecting a growing societal awareness. In response, during the festival, Morinaga will provide 'Ice Box' not only to Fuji Rock’s operational staff but also to performing artists, supporting heatstroke prevention for everyone on-site.

'Festival Oasis' at the Entrance: Pre-Cooling Before Entering the Heat

Located near the festival entrance, the 'Festival Oasis' serves as a 'pre-cooling' zone—helping visitors cool down before diving into the energetic festival environment. 'Pre-cooling' refers to lowering body temperature in advance before entering hot conditions, a heatstroke prevention method gaining attention in sports and outdoor events.

The booth’s queue features cooling mist systems, transforming waiting time into an opportunity to lower body temperature before entering live stages. By combining the evaporative cooling effect of mist with internal cooling from consuming 'Ice Box', the experience supports optimal physical condition for enjoying the festival.

Transforming 'waiting in the heat' into 'preparing the body before the show', the Ice Box booth queue becomes more than just a line—it offers a new festival experience focused on attendee well-being.

Quick Cooling Tips with Ice Box

- Cool your body externally before eating

Squeeze the Ice Box cup and apply it to your neck, wrists, or armpits for instant cooling.

- Multiple ways to enjoy—ideal for rapid cooling

Ice is said to absorb about four times more heat from the body than water, making it highly effective for rapid cooling. 'Ice Box' is perfect for quick temperature reduction. Enjoy it straight from the cup, pour drinks directly into the cup, or transfer it to your personal bottle.

'Supporting Those Who Work Hard in the Heat' Initiative

https://www.morinaga.co.jp/icebox/support/

'Ice Box' supports everyone who works hard in the heat.

With scorching summers becoming the norm, many people—from construction workers to event staff—sweat for others in hot environments. Driven by the desire to bring refreshment to these individuals, 'Ice Box' continues outreach programs across Japan, providing products and heatstroke prevention education.

At last year’s Fuji Rock, samples were distributed not only to booth staff but also to operational and traffic management teams. Staff praised it as 'refreshing and delicious' and appreciated the cooling break. The initiative also encouraged mutual reminders like 'stay hydrated' and 'take breaks when needed', raising overall heat awareness across the venue.

As the rainy season ends, another severe summer looms. Beyond Fuji Rock, 'Ice Box' will actively support workers, athletes, and organizations across industries. Aiming for more people to stay safe, smiling, and authentic in the heat, 'Ice Box' will continue supporting everyone battling the summer heat.

Event Overview

- Event Name: Ice Box 'Festival Oasis' Booth at FUJI ROCK FESTIVAL’26 - Dates: July 24 (Fri) – 26 (Sun), 2026, 10:00–18:00 (closes at 17:00 on final day) - Location: Yellow Cliff, Naeba Ski Resort, Yuzawa Town, Niigata Prefecture - Activities: Sale of 'Ice Box <Grapefruit>', mist fans, air conditioners, Mist Squad spray, overhead mist release from booth