UCC Launches Corporate Branding Project “A Happy Cup of LIFE,” Starting with Cold Water-Brewed Iced Coffee This Summer

UCC Ueshima Coffee Co., Ltd. (Head office: Kobe, Hyogo Prefecture; capital: 100 million yen; President: Hiroshi Shibatani; hereafter UCC) will launch a corporate branding project in May under the communication message “A Happy Cup of LIFE.” Through the project, UCC aims to communicate the appeal and value of coffee as something that stays close to everyday life, and to remain a brand loved by customers. As the first initiative, UCC will focus this summer on “Mizu-ire,” iced coffee carefully brewed with water. The company will propose new ways to enjoy water-brewed coffee bags and introduce a fresh coffee value for summer lifestyles. A new TV commercial will begin airing on Friday, May 15. Since its founding in 1933, the UCC Group has built a unique business model that covers the entire coffee value chain, from cultivation in producing countries, raw material procurement, research and development, roasting and processing, sales, and quality assurance, to culture and education, while expanding globally. Under its purpose, “Unlocking the power of coffee for a better world,” UCC works to achieve both a sustainable society and business growth. It continues to challenge conventional boundaries through initiatives such as developing the world’s first canned coffee, operating the UCC Coffee Academy and the UCC Coffee Museum, launching YOINED, which evolves coffee from something to drink into something to eat, and starting mass production of the world’s first hydrogen-roasted coffee. In recent years, the environment surrounding coffee has become increasingly challenging due to rising international green coffee prices, currency fluctuations, and the so-called “Coffee 2050 problem.” At the same time, coffee remains deeply rooted in people’s lives. It has grown beyond a simple beverage into something that connects people and increases its value in everyday living. The project’s communication message, “A Happy Cup of LIFE,” redefines a cup of coffee as something that accompanies daily life and brings happiness to ordinary moments. It also expresses UCC Group’s commitment to leading the creation of that value. As a medium- to long-term initiative, UCC will communicate coffee’s many-sided appeal not only to existing coffee drinkers but also to younger generations, aiming to broaden the base of coffee fans and contribute to the sustainable development of coffee culture. The first step this summer is water-brewed iced coffee. Through TV commercials and videos, UCC will vividly portray the happiness created by a cup of water-brewed iced coffee in familiar scenes from ordinary people’s lives, under the idea of “a cup full of happiness.” Japan’s summers have become increasingly severe in recent years due to climate change, with the emergence of the term “extremely hot day” for days reaching 40°C or higher, and the hot season is lasting longer. Against this backdrop, the market for thirst-quenching beverages that can be enjoyed in large gulps continues to expand. Iced coffee, in particular, is seeing rising demand because it combines refreshment with taste preference. Among people in their 20s, more than half now drink iced coffee throughout the year, showing that year-round consumption has taken root. (UCC 2024 survey on iced coffee) UCC Group proposes “Mizu-ire” as an option that meets these needs. By extracting coffee slowly with water and without heat, it brings out a clear sweetness, a clean taste with little bitterness or off-flavor, and a rich aroma. Bag-type water-brewed coffee products can simply be placed in water before going to bed and are ready to drink the next morning. They also create a new value in enjoying the waiting time during extraction. In hot weather, consumers can enjoy authentic, delicious coffee without boiling water. Since 2025, UCC Group has used the term “Mizu-ire” to describe iced coffee carefully brewed with water, taking time and care. The company has expanded Mizu-ire across a wide range of channels, from household to commercial use. For home consumers in particular, UCC has expanded its lineup of bag-type products, introduced bottled products, and continued to communicate the value through in-store events. As a result, the household bag-type water-brewed coffee market grew to 146% year on year. Recognition of the term “Mizu-ire” has reached around 40%. Considering that the general term “Mizudashi” has recognition of about 70% and “cold brew” about 40%, awareness of Mizu-ire is steadily growing. (UCC survey, September 2025) Based on this response, UCC will use this year’s project to further expand awareness of Mizu-ire and create new fans, delivering its rich aroma and flavor to more people as an everyday cup made for themselves. The new TV commercial and videos will begin airing on Friday, May 15, 2026. UCC will also offer a lineup of water-brewed coffee products, including the household product COFFEE STYLE UCC “CAFE@HOME Moominvalley Water-Brewed Iced Coffee” as a limited-quantity item, commercial-use products, and new overseas products launching in North America this summer. Since its founding in 1933, the UCC Group has built an integrated business model covering everything from cultivation in producing countries to culture and education. Net sales for the fiscal year ended December 2024 reached 397.9 billion yen, and the group operates through a global network spanning Japan, Asia, Europe, Oceania, and North America. Under its purpose, “Unlocking the power of coffee for a better world,” UCC is accelerating initiatives to achieve both a sustainable society and business growth, including carbon neutrality by 2040 and the promotion of sustainable coffee procurement.