|
 
|
When one enters a convenience store in Japan, the amount of choice is immediately noticeable. Walls are covered with beverages ranging from canned coffee, beer, teas of every flavor, American sodas, and even corn soup in a soda-like can. While many of these may be seasonable fare available for only a few months or even weeks, others are staples that can be seen day in and day out accompanying students from class to class. While many of the American students who come abroad to Japan want to try everything once, they also develop their own favorites. Personally, I like the taste of melon soda or a freshly brewed soy latte, yet I seem to be out of fashion. Most students are increasingly favoring drinks that are perceived to be healthy, a good value, and convenient.
|
|
Most common in the university classrooms are large-sized beverages. Anything less than .5 liters (16.9 fl oz.) is considered “small” and many students go through one or two liter sized containers of fruit flavored “water”, similar to Vitamin Water in the U.S., or tea each day. These are both perceived to be healthier than soda because they are not carbonated and some have fruit juice in them. While soda is still consumed, many students here limit themselves to one a day and then drink tea or another beverage the rest of the time.
Tea in particular is popular amongst university students. Many studies promoting the health benefits of tea have increased consumption. Amongst Japanese students, this tends to translate to an increase in non-sweetened green tea (Sencha), oolong (a Chinese black tea), and barley teas (Mugicha). Yet for many American students, as well as a growing number of Japanese students, sweetened teas, especially those with fruit flavors are increasingly popular. Teas are often cheap (Around 110yen per 500ml.), come in a variety of sizes (300ml, 500ml, 1 liter, 2 liter), and perceived to be extremely healthy, all of which appeal to their young consumers.
 |
Another trend is in the consumption of sports drinks or “waters”. These are sold right along teas and are often promoted as “Calorie Off” or low in calories. They have added vitamins and minerals and the taste tends to appeal to foreigners more than tea. Many flavors are available, but fruit such as Camu-camu, cherry, lemon, and grapefruit are the most popular.
March 24, 2009
This article was written by an American University student studying at Temple University, Japan Campus, an American University in the heart of Tokyo with a student body comprised of about 50% Japanese and 50% foreigners. She is a senior, and has lived in Japan for over a year. |
|
|
Privacy Policy