CJ CheilJedang's Micho hits W150b in annual Japan sales, eyes daily beverage status

CJ CheilJedang announced Thursday that its fruit-fermented vinegar brand Micho is running a "Micho Everyday Recipe Campaign" in Japan through the end of August.

The campaign was designed to keep pace with a growing trend in the Japanese beverage market, where functional drinks are expanding into everyday consumption. The company aims to move Micho beyond its established image as a health-and-beauty vinegar drink and establish it as a product consumers reach for throughout the day.

The campaign centers on Micho's steady-selling pomegranate variety and the newly launched acai flavor. CJ CheilJedang has signed Japanese actor Mitsushima Shinnosuke — popular across age groups in Japan for his bright, healthy and trustworthy image — as the brand's spokesperson. The company is also running a "Micho Free Call Event" that links digital advertising to direct consumer engagement.

CJ CheilJedang is also pushing to raise product awareness through in-store tastings. Noting that the Japanese numeral 3 ("mi") evokes the brand name, the company designated July 3 as "Micho Day" and has been holding tasting events at major hypermarkets and supermarkets across Japan.

Micho marks its 20th anniversary this year. The brand entered Japan in 2012 with its pomegranate-flavored variety and has held the top position in Japan's drinking-vinegar market for the past five years. It now generates annual sales of 150 billion won ($106 million) in Japan alone. CJ CheilJedang said it will continue expanding its Micho product lineup to suit local consumer preferences.

"We are evolving Micho into a 'daily wellness beverage' that Japanese consumers can enjoy anytime as part of their everyday lives," a CJ CheilJedang official said. "Through differentiated product quality and locally tailored marketing, we will lead the K-beverage trend as a health drink that Japanese consumers turn to every day."