【April Dream】 The day will come when you can drink silence. —— Olive no Ki Co., Ltd. declares the genesis of the fully circular wellness brand "SHOTEN."
Olive no Ki Co., Ltd. has announced the launch of "SHOTEN," a new wellness brand focused on "Noiseless Hydration" and a fully circular aluminum can system. The brand aims to launch in the summer of 2026, prioritizing a minimalist philosophy that removes the "noise" of modern life.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 09:00
- 🔍 Collected: April 1, 2026 at 01:00
We support April Dream, an initiative that turns April 1st into a day to share dreams. This press release is the dream of "Olive no Ki Co., Ltd."
[Image: SHOTEN]
## We have stopped adding.
Energy drinks force "awakening," alcohol creates "heat," and social media accumulates "overload."
Modern people are constantly being subjected to additions, and their bodies and brains are overheating.
Olive no Ki Co., Ltd. has upheld the mission of "maintaining people's physical and mental health, extending healthy life expectancy, and enriching life."
By pursuing this mission to its core, we have arrived at one conviction.
### "The greatest luxury is silence."
[Image: Noiseless Hydration]
## "Enrichment" lies beyond subtraction.
What we propose is "Noiseless Hydration"—a concept of hydration through extreme subtraction.
Plastic bottles pollute space.
Excessive design assaults the eyes.
Plastic remains on the Earth.
We define all of these as "noise" and will eliminate them completely.
We will adopt only the Can-to-Can fully circular system of aluminum cans, which are reborn into the same form forever.
We will not use the lukewarm word "eco." We will adhere to a stoic aesthetic that leaves no trace on the Earth or the human body.
## Summer 2026. The water you cannot drink yet will be completed.
[Image: The Water You Can't Drink Yet.]
Our brand name is "SHOTEN."
Whether it is the "totonoi" (state of deep relaxation) after a sauna, the moments after a workout that pushes your limits, or a glass swaying in a late-night VIP room—we aim for a launch in the summer of 2026 as a cold, rational piece of hardware that reboots an overheated body and mind to zero in the shortest time possible.
The product does not exist yet.
However, starting today, we will release fragments of this philosophy on our official social media.
---
And ahead of the beverage, we will soon drop our first gear that embodies the brand's philosophy: "DROP 01"—a T-shirt made from 100% BRING™ recycled polyester, limited to just 30 pieces.
[Image: BRING™ 100% recycled polyester T-shirt]
### Before you drink the water, wear this philosophy.
[DROP]
---
## The Water You Can't Drink Yet.
Witness the genesis of our mission: "Enriching life."
■ Official Instagram
■ Official TikTok
[Image: About Olive no Ki Co., Ltd.]
Our corporate philosophy is to contribute to "maintaining physical and mental health, extending people's healthy life expectancy, and enriching life" through fitness and health-related businesses.
In the summer of 2022, we opened a fitness club called "High-Altitude Training Studio SOLERA" in Kyoto City. Based on the concept of "easier and healthier," we have operated the gym with a constant focus on new approaches as a fitness facility like no other. Additionally, in the autumn of 2024, we opened a sister store, Pilates Studio BLACK CAT, aiming to contribute to local health and the creation of a vibrant city.
Olive no Ki Co., Ltd.
Headquarters: 29-4 Matsugasaki Kotakeyabu-cho, Sakyo-ku, Kyoto, Kyoto Prefecture
Representative Director: Masanori Muramatsu
Business Description: Operation of fitness gyms, sale of health foods
Established: January 14, 2022
- High-Altitude Training Studio SOLERA: "Kyoto's first hypoxia-specialized gym" — Training from the cells up
- Pilates Studio BLACK CAT: "A place to accelerate beauty and health" — Small-group Pilates
- Semi-Personal Pilates Studio WHY NOT: "Posture improvement Pilates" — Supervised by a spine specialist
[Image: Representative Masanori Muramatsu]
Representative Masanori Muramatsu spent years in the front lines of spinal disease treatment, witnessing over 200 orthopedic and neurosurgical surgeries annually at one of the world's largest medical device manufacturers. The suffering of patients and the enormous medical costs he witnessed in the treatment field led him to decide to shift toward preventive medicine.
With experience competing in the X-League, Japan's top-tier American football league, he founded the fitness business with the goal of creating a "society that properly conditions the body before it becomes ill."
SHOTEN is the inevitable extension of that vision. It is a brand born from the conviction that proper hydration removes noise from the body and brain and influences healthy life expectancy.
[Image: SHOTEN]
## We have stopped adding.
Energy drinks force "awakening," alcohol creates "heat," and social media accumulates "overload."
Modern people are constantly being subjected to additions, and their bodies and brains are overheating.
Olive no Ki Co., Ltd. has upheld the mission of "maintaining people's physical and mental health, extending healthy life expectancy, and enriching life."
By pursuing this mission to its core, we have arrived at one conviction.
### "The greatest luxury is silence."
[Image: Noiseless Hydration]
## "Enrichment" lies beyond subtraction.
What we propose is "Noiseless Hydration"—a concept of hydration through extreme subtraction.
Plastic bottles pollute space.
Excessive design assaults the eyes.
Plastic remains on the Earth.
We define all of these as "noise" and will eliminate them completely.
We will adopt only the Can-to-Can fully circular system of aluminum cans, which are reborn into the same form forever.
We will not use the lukewarm word "eco." We will adhere to a stoic aesthetic that leaves no trace on the Earth or the human body.
## Summer 2026. The water you cannot drink yet will be completed.
[Image: The Water You Can't Drink Yet.]
Our brand name is "SHOTEN."
Whether it is the "totonoi" (state of deep relaxation) after a sauna, the moments after a workout that pushes your limits, or a glass swaying in a late-night VIP room—we aim for a launch in the summer of 2026 as a cold, rational piece of hardware that reboots an overheated body and mind to zero in the shortest time possible.
The product does not exist yet.
However, starting today, we will release fragments of this philosophy on our official social media.
---
And ahead of the beverage, we will soon drop our first gear that embodies the brand's philosophy: "DROP 01"—a T-shirt made from 100% BRING™ recycled polyester, limited to just 30 pieces.
[Image: BRING™ 100% recycled polyester T-shirt]
### Before you drink the water, wear this philosophy.
[DROP]
---
## The Water You Can't Drink Yet.
Witness the genesis of our mission: "Enriching life."
■ Official Instagram
■ Official TikTok
[Image: About Olive no Ki Co., Ltd.]
Our corporate philosophy is to contribute to "maintaining physical and mental health, extending people's healthy life expectancy, and enriching life" through fitness and health-related businesses.
In the summer of 2022, we opened a fitness club called "High-Altitude Training Studio SOLERA" in Kyoto City. Based on the concept of "easier and healthier," we have operated the gym with a constant focus on new approaches as a fitness facility like no other. Additionally, in the autumn of 2024, we opened a sister store, Pilates Studio BLACK CAT, aiming to contribute to local health and the creation of a vibrant city.
Olive no Ki Co., Ltd.
Headquarters: 29-4 Matsugasaki Kotakeyabu-cho, Sakyo-ku, Kyoto, Kyoto Prefecture
Representative Director: Masanori Muramatsu
Business Description: Operation of fitness gyms, sale of health foods
Established: January 14, 2022
- High-Altitude Training Studio SOLERA: "Kyoto's first hypoxia-specialized gym" — Training from the cells up
- Pilates Studio BLACK CAT: "A place to accelerate beauty and health" — Small-group Pilates
- Semi-Personal Pilates Studio WHY NOT: "Posture improvement Pilates" — Supervised by a spine specialist
[Image: Representative Masanori Muramatsu]
Representative Masanori Muramatsu spent years in the front lines of spinal disease treatment, witnessing over 200 orthopedic and neurosurgical surgeries annually at one of the world's largest medical device manufacturers. The suffering of patients and the enormous medical costs he witnessed in the treatment field led him to decide to shift toward preventive medicine.
With experience competing in the X-League, Japan's top-tier American football league, he founded the fitness business with the goal of creating a "society that properly conditions the body before it becomes ill."
SHOTEN is the inevitable extension of that vision. It is a brand born from the conviction that proper hydration removes noise from the body and brain and influences healthy life expectancy.