"Mount Rainier" x "Shincho Bunko" Collaboration Launched! "Mount Rainier ~Shincho Bunko 100 Books Collaboration Novel Package~" sequentially from the week of July 6 (Mon) <Part 2> "Honpa" Event sequentially from August 8 (Sat)

Morinaga Milk Industry Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Yoichi Onuki) and Shinchosha Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, President: Takanobu Sato) are pleased to announce the "Mount Rainier" brand, the No. 1 selling chilled coffee brand›, and "Shincho Bunko," which plans the summer bookstore fair "Shincho Bunko 100 Books," celebrating its 50th anniversary this year. A collaboration project called "Honto no Hitoyasumi" will be launched sequentially from Wednesday, July 1.

› INTAGE SRI+ (April 2025 - March 2026) Cumulative sales value in the coffee market (container: cup).

This project is a collaboration between "Mount Rainier," which has aimed to be a source of support for people living in the current era, and "Shincho Bunko," which plans "Shincho Bunko 100 Books." Under the concept of "Honto no Hitoyasumi" (a real break), it proposes a new reading experience unique to this summer. We believe that "taking a break while drinking cafe latte" and "pondering stories while reading a book" are valuable "rest times" in today's information-saturated and busy lives. Therefore, we have planned content and events that can be easily enjoyed by not only those who already love reading but also reading beginners, with a "Mount Rainier" in hand.

During the project period, we will release "Mount Rainier ~Shincho Bunko 100 Books Collaboration Novel Package~" where you can enjoy novels perfect for a break. The package features impressive excerpts from the works of Antoine de Saint-Exupéry, Shuntaro Tanigawa, and Sonoko Machida as "Hitoyasumi Meibun" (famous literary quotes for a break). Selected parts of each work can be read on the special website. Additionally, by accessing via the QR code on the package, you can read "Muchaburi Shosetsu" (forced novels) specially written for "Mount Rainier" by three popular authors: Norio Gojo, Hikaru Sugii, and Daken. Furthermore, we will hold a new reading experience event called "Honpa" (book party) at a total of 6 bookstores nationwide, set in bookstores. We will also liven up "Honpa" through novelty giveaways at other bookstores nationwide.

In addition, a limited collaboration obi featuring Shincho Bunko's new character "Yomumu" holding "Mount Rainier" will appear on various books, and a gift campaign to receive original "Mount Rainier" book covers and bookmarks will be rolled out sequentially with various other plans.

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<Project Overview>

"Mount Rainier" x "Shincho Bunko" Collaboration Project "Honto no Hitoyasumi"

"Mount Rainier," which accompanies your breaks, and Shincho Bunko, which offers "Shincho Bunko 100 Books," have teamed up to propose a new reading experience with the concept of "Honto no Hitoyasumi." Through the comfortable concentration and relaxation brought by cafe latte and books, we deliver a moment of rest where you can immerse yourself in stories and spend time as you like amidst a busy life full of information. Why not open a page, insert a straw, and embark on your own world of books?

Comment from the person in charge of Morinaga Milk Industry's "Mount Rainier"

"Mount Rainier" has always been nurtured with the value of "calming the mind" and "being able to be yourself," with the desire to be a "gentle presence that is safe for everyone, like a mountain." In this initiative, we are expanding that value to fit modern life and proposing new drinking scenes in daily life. In recent years, there has been a growing awareness of seeking time not just for rest, but for self-regulation and preparation for the future. Therefore, we focused on reading as an initiative to support "creative rest," leading to this collaboration with "Shincho Bunko." Through special collaboration packages and events unique to this summer, we aim to deliver moments where your heart can gently relax amidst the simple actions of "inserting a straw and turning a page."

Comment from the person in charge of Shinchosha's "Shincho Bunko"

"Shincho Bunko 100 Books" is a summer paperback fair held at bookstores nationwide every July and August, celebrating its 50th anniversary this year. With the desire for people to experience "encounters with books" that can only be found at bookstore counters, we offer a lineup of masterpieces and bestsellers from ancient and modern times that we confidently recommend. This year, through various collaboration initiatives with "Mount Rainier," we propose a rich time spent with books and cafe latte. We aim to deliver the experience of visiting a bookstore, picking up a book, and encountering an unexpected title to more people.

<Initiative Information>

"Mount Rainier ~Shincho Bunko 100 Books Collaboration Novel Package~"

(Special website URL for "Mount Rainier" x "Shincho Bunko": https://mtrainier.farock.jp/hitoyasumi/)

Overview

We will release "Mount Rainier ~Shincho Bunko 100 Books Collaboration Novel Package~." The package for this product features impressive excerpts from Antoine de Saint-Exupéry's timeless masterpiece, Shuntaro Tanigawa's humorous essays, and Sonoko Machida's poignant short stories as "Hitoyasumi Meibun." Additionally, selected parts of each work can be read on the special website. Furthermore, by accessing via the QR code on the package, you can enjoy "Muchaburi Shosetsu" written by Norio Gojo, Hikaru Sugii, and Daken, who challenged "forced" themes.

Release Overview

Limited quantities will be sequentially released nationwide from the week of July 6 (Mon).

Main Sales Outlets

Convenience stores, mass retailers, general retail stores.

Target Products

- Mount Rainier Cafe Latte ~Shincho Bunko 100 Books Collaboration Novel Package~

- Mount Rainier Cafe Latte Espresso ~Shincho Bunko 100 Books Collaboration Novel Package~

- Mount Rainier Cafe Latte Non-Sugar ~Shincho Bunko 100 Books Collaboration Novel Package~

"Honpa" Event

(Special website URL for "Honpa": https://www.hon-pa.jp/)

Overview

Experience content that can only be enjoyed here will be held at a total of 6 bookstores in Tokyo, Sapporo, Yamagata, Kyoto, and Nagasaki.

Period

Saturday, August 8 - Saturday, August 22

* Start and end times vary by store.

* Minors should participate after checking local ordinances, etc.

Participating Stores

[Tokyo] Kinokuniya Bookstore Shinjuku Main Store / Junkudo Bookstore Ikebukuro Main Store

[Sapporo] Kochan Four Shin-Kawa Dori Store

[Yamagata] Hachimonya Main Store

[Kyoto] Ogaki Shoten Kyoto Main Store

[Nagasaki] Metro Shoten Nagasaki Main Store

How to Participate

Will be released on the "Honpa" website (URL: https://www.hon-pa.jp/) from Wednesday, July 1.

Advance applications from the special website or ticket purchases may be required depending on the event store and experience content.

Please check the website for details.

Details of each "Honpa" session *Experience content is subject to change without notice. Please check the "Honpa" special website for details.

Date and Time

Event Store

Experience Content

Saturday, August 8

9:00 PM - 6:00 AM next day

Kinokuniya Bookstore

Shinjuku Main Store

◆ Opening Event

- Talk Show by Satoshi Ogawa x Mina Miyajima

A special talk by the authors of the new Shincho Bunko 100 Books titles, "Kimi ga Te ni Suru Hazunatta Kogane ni Tsuite" and "Naruse wa Shinjita Michi wo Iku."

- In-store live performance by artists

- Grass in the bookstore!? Book Park

A lawn space appears in Kinokuniya Bookstore. A special time to read while sitting or lying down in a bookstore.

- Modern Reincarnation!? Literary DJ Night

DJs who look just like famous literary figures will play selections perfect for reading.

- Late Night Confessions! Mount Rainier Book Club

A book event where Shincho's famous editor Yukari Nakase and guests answer your worries with books.

- You too can be a teacher!? Literary Photo Studio

A photo booth where you can take portraits like literary figures from the Meiji and Showa eras.

- Read Through the Night! Intense Reading Zone

A dedicated space to finish the book you want to read. What happens if your concentration is deemed to have broken?

Mid-August (scheduled)

Metro Shoten

Nagasaki Main Store

◆ Metro Shoten Mystery Game

A mystery-solving event about a "murder case" that occurred in the bookstore.

Mid-August (scheduled)

Hachimonya

Main Store

◆ Ball Pool Event

A giant ball pit appears in the bookstore!

Mid-August (scheduled)

Kochann Four

Shin-Kawa Dori Store

Under consideration

Mid-August (scheduled)

Ogaki Shoten

Kyoto Main Store

◆ "Tsundoku Taizan" Summer Festival

A summer festival bookstore tour and ghost story stream with bookstore staff VTubers & authors!

Saturday, August 22

1:30 AM - 6:00 AM next day

Junkudo Bookstore

Ikebukuro Main Store

◆ Closing Party "MOONLIGHT BOOK CAFE"

Within "Midnight Junk Club," a one-night-only book cafe theme with DJ live performances, installations, etc.

<Gift Campaign Information>

Gift Campaign to Receive Original "Mount Rainier" Book Covers and Bookmarks

Overview

Present a receipt for the purchase of a target "Mount Rainier" product and purchase a "Shincho Bunko" book at a participating bookstore to receive an original book cover. The book covers are limited designs inspired by "Mount Rainier Cafe Latte," "Mount Rainier Cafe Latte Espresso," and "Mount Rainier Cafe Latte Non-Sugar." Additionally, original bookmarks with a straw motif will be presented as a set.

Period

From Monday, July 20, 2026 (ends when supplies run out)

Location

Kinokuniya Shoten Group, Kumazawa Shoten, Maruzen Junkudo Shoten, Miraiya Shoten (excluding some stores for all)

Participation Requirements

Present a receipt for a "Mount Rainier" purchased on or after Wednesday, July 1, 2026, when purchasing a "Shincho Bunko" book.

* All "Mount Rainier" products are eligible, except for "Mount Rainier Cafe Latte Sugar-Free Latte" (paper carton type with cap).

Prize

Book cover (1 out of 3 types), Bookmark (1 type)

<Other>

Limited Collaboration Obi "Yomumu" x "Mount Rainier"

Overview

To commemorate the "Mount Rainier" x "Shincho Bunko" collaboration project, a limited collaboration obi featuring the new character "Yomumu" holding "Mount Rainier" will appear on target works of "Shincho Bunko 100 Books."

Period

From Wednesday, July 1 (ends when supplies run out)

Location

At bookstores nationwide.

<Reference Information>

About "Mount Rainier"

"Mount Rainier" was inspired by the "cafe latte" popular in the Seattle area of the North American West Coast in the early 1990s, which blends steamed milk and espresso coffee. It began development as a new style product that could be "carried in one hand" and "easily drunk," and was released on February 10, 1993. It features an exquisite harmony of the moderate bitterness of carefully selected espresso and the gentleness of milk. With a variety of flavors to suit each person's preferences and mood, it delivers the beginning of a rich and happy time to each individual with a cup that is perfect for that time and place.

About "Shincho Bunko"

Shincho Bunko was founded in 1914 and is the oldest existing "bunko" (paperback). Under the philosophy of "delivering high-quality literature at low prices," we have published numerous works, from classic masterpieces to the latest bestsellers. It is also characterized by its specifications that value the appearance of a "book," even if small, such as the string "spin" that can be used as a bookmark, original paperback paper, and a binding called "ten-uncut." The most published work to date is Natsume Soseki's "Kokoro," with a cumulative circulation of 7.88 million copies.