[April Dream] The Day Will Come When We Can Drink Silence. — Olive Tree Co., Ltd. Declares the Creation of the Fully Circular Wellness Brand "SHOTEN".
Olive Tree Co., Ltd. announces the creation of its fully circular wellness brand "SHOTEN".
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- 📰 Published: April 1, 2026 at 09:00
We are participating in April Dream, an initiative to share dreams on April 1st. This press release is a dream from Olive Tree Co., Ltd.
We Have Stopped Adding.
Energy drinks force "awakening," alcohol generates "heat," and social media accumulates "overload."
Modern humans are constantly being subjected to additions, causing their bodies and minds to overheat.
Olive Tree Co., Ltd. has upheld the mission of "maintaining the physical and mental health of people, extending healthy life expectancy, and enriching life."
In pursuing this mission, we have arrived at a single conviction.
"The greatest luxury is silence."
"Enrichment" Lies Beyond Subtraction.
We advocate for "Noiseless Hydration"—a concept of hydration through extreme subtraction.
Plastic bottles pollute space.
Excessive design assaults the eyes.
Plastic persists in the environment.
We define all of these as "noise" and eliminate them completely.
We will adopt only the Can-to-Can fully circular system for aluminum cans, which are reborn into the same form eternally.
We do not use the lukewarm word "eco." We adhere to a stoic aesthetic that leaves absolutely no trace on the planet or the human body.
Summer 2026. The Water You Can't Drink Yet Will Be Completed.
The brand name is "SHOTEN".
We aim for a summer 2026 launch as a cool, hard hardware designed to rapidly reboot overheated bodies and minds to zero—after a sauna session, immediately after an extreme workout, or in a late-night VIP room with a swirling glass.
The product does not yet exist.
However, starting today, fragments of this philosophy will be released on our official social media.
And prior to the beverage, we will soon drop the first gear embodying the brand's ideology, "DROP 01"—a T-shirt made from BRING™ 100% recycled polyester, with a limited production of only 30 pieces.
Before you drink water, first wear this philosophy.
The Water You Can't Drink Yet.
Witness the genesis of our mission to "enrich life."
About Olive Tree Co., Ltd.
Through fitness and health-related businesses, our corporate philosophy is to contribute by "maintaining the health of mind and body, extending people's healthy life expectancy, and enriching their lives."
In the summer of 2022, we opened a fitness club called "High-Altitude Training Studio SOLERA" in Kyoto City. Under the concept of "Easier, Healthier," we have been operating the studio with new approaches as a fitness gym unlike any other. Furthermore, in the fall of 2024, we opened Pilates Studio BLACK CAT as a sister store, aiming to contribute to regional health promotion and the creation of a vibrant town.
Olive Tree Co., Ltd.
Head Office Location: 29-4 Matsugasaki Taketoyabu-cho, Sakyo-ku, Kyoto City, Kyoto Prefecture
Representative Director: Masanori Muramatsu
Business Activities: Operation of fitness gyms, sales of health foods
Established: January 14, 2022
・High-Altitude Training Studio SOLERA : ~Train from the Cells~ "Kyoto's First Hypoxia Specialty Gym"
・Pilates Studio BLACK CAT : ~A Place to Accelerate Beauty and Health~ "Small Group Pilates"
・Semi-Personal Pilates Studio WHY NOT : ~Supervised by a Spine Specialist~ "Posture Improvement Pilates"
Representative Director Masanori Muramatsu has observed over 200 surgeries annually in the orthopedic and neurosurgery fields at a major global medical device manufacturer, working at the forefront of spinal disease treatment. The suffering of patients and the enormous medical costs he witnessed firsthand led him to decide to shift towards preventive medicine.
He also has experience competing in the top domestic American football league, X League, and founded his fitness business with the aim of creating "a society where the body is properly aligned before illness strikes."
SHOTEN is the inevitable extension of this path. It is a brand born from the conviction that proper hydration removes noise from the body and mind, influencing healthy life expectancy.
FAQ
What kind of brand is "SHOTEN"?
"SHOTEN" is a fully circular wellness brand whose creation has been declared by Olive Tree Co., Ltd. Based on the philosophy that "the greatest luxury is silence," it advocates the concept of "Noiseless Hydration," which liberates individuals from the excessive information and stimulation of modern society, aiming for hydration through ultimate subtraction.
What is "Noiseless Hydration"?
"Noiseless Hydration" is a concept of hydration achieved through extreme subtraction, thoroughly eliminating the "noise" of modern society such as environmental pollution from plastic bottles, visual noise from excessive design, and the burden of plastic on the environment. It utilizes the Can-to-Can fully circular system for aluminum cans, adhering to a stoic aesthetic that leaves no trace on the planet or the human body.
When will the products be released?
The brand name is "SHOTEN," and we are aiming for a launch in the summer of 2026. The product does not yet exist, but starting today, we will be sharing parts of the brand's philosophy on our official social media. Furthermore, prior to the beverage, we will soon drop "DROP 01" (a limited edition of 30 pieces of BRING™ 100% recycled polyester T-shirts), the first gear embodying the brand's ideology.
Tell me about Olive Tree Co., Ltd.
Olive Tree Co., Ltd. operates fitness and health-related businesses with the corporate philosophy of "maintaining the health of mind and body, extending people's healthy life expectancy, and enriching their lives." The company manages High-Altitude Training Studio SOLERA, Pilates Studio BLACK CAT, and Semi-Personal Pilates Studio WHY NOT in Kyoto City, aiming to contribute to regional health promotion and the creation of a vibrant town.