That Intriguing Commercial: What Exactly is RAIZIN?

RAIZIN is familiar from commercials featuring a group in suits moving in a distinct pattern across the Shibuya Scramble Crossing. As a new carbonated beverage targeting business professionals who value work-life balance, it's steadily gaining attention. Its core concept is "Be Smart. Be Creative." This carries an intention to propose a new way of working for the evolving era. In essence, this drink is a novel item designed to help you smartly and creatively switch between OFF and ON, or ON and OFF.

There are two flavors: "RAIZIN DRY," offering a sharp, clean taste with ginger-based spices, and "RAIZIN MILD," providing a refreshing sweetness from a blend of eight botanical aromas. Choose DRY when you need a crisp switch-up, or MILD for a refreshing transition, catering to your mood.

A Talk Show with Ira Ishida and ZU-nA to Celebrate the Opening!

To commemorate the opening of #RAIZIN BAR, where you can enjoy this new kind of carbonated beverage as a cocktail, a talk show was held. The speakers were novelist Ira Ishida, celebrating his 20th anniversary as an author this year, and beatbox coordinator ZU-nA. The main theme was "Switching Between ON and OFF."

When You Need to Shift Your Mindset, Engage Other Parts of Yourself (Ishida)

Ira Ishida (left) and ZU-nA (Kazunari Yamamoto) (right) discuss "Switching Between ON and OFF."

"My work as a novelist primarily involves using my mind. When my tired brain needs a change, I try to engage other parts of myself – my emotions or my body. In my case, when I'm extremely busy, I listen to a song. It stirs my emotions and instantly shifts my mood. Also, when the brain is tired, it signals a lack of sugar and hydration, so drinking something like RAIZIN is beneficial," Ishida shared.

ZU-nA, on the other hand, explained, "When multiple projects pile up and I feel overwhelmed, I set aside just 30 minutes each morning for quiet contemplation. In a state close to blankness, things that are tangled begin to unravel gradually."

A unique question was also posed: How do you switch emotional gears when portraying various characters?

Ishida responded, "Humans can empathize with aliens when watching a movie about them. Of course, we can also empathize with children, people of the opposite sex, or the elderly. This means humans possess the ability to connect with beings different from themselves. Therefore, I encourage you to take time to consider things from the perspective of someone different – a man considering a woman's feelings, or an employee considering their boss's. Doing so will undoubtedly bring positive outcomes!" He added that empathy towards others could be key to resolving various global conflicts.

Maintain an Active Approach to Your OFF Time (ZU-nA)

When asked for a message to business professionals, Ishida said, "I hope you can show younger people, like students, that becoming an adult is something to look forward to." ZU-nA added, "By consciously engaging actively in your OFF time, the aura you project will gradually change."

"Even so, we ourselves are struggling daily, but we try to appear as if we're enjoying it. Let's all work hard together on that!" Ishida concluded, bringing laughter to the venue.

Incidentally, the cocktail Ishida was drinking during the talk show was "RAIZIN Tropical," based on RAIZIN DRY. He commented, "It has a subtle ginger aroma and a clean, easy-to-drink finish. Since it's non-alcoholic, I'd like to invite a woman and enjoy it with her earlier in the day."

"RAIZIN Sweet Match"

"RAIZIN Birth"

"RAIZIN Tropical"

ZU-nA chose "RAIZIN Summer Salty," based on RAIZIN MILD. "It has a distinct watermelon flavor yet is refreshingly easy to drink. I prefer RAIZIN MILD over RAIZIN DRY's punchy taste; it's gentler and helps calm the mind," he remarked.

During the event, a total of six original cocktails are available, including one non-alcoholic cocktail each for DRY and MILD. With the first drink priced at just 100 yen (and subsequent drinks at 500 yen), it serves as an accessible spot for business professionals to switch from ON to OFF after work, or vice versa.

"RAIZIN Seventeen"

"RAIZIN Summer Salty"

"RAIZIN Lime & Berry"

Store Information / #RAIZIN BAR
Location | [BAKERY CAFE 426 Omotesando]
4-26-18 Jingumae, Shibuya-ku, Tokyo 1F & 2F Harajuku Piazza Bldg.
Hours | 2:00 PM - 9:00 PM (Last Order 8:30 PM) *Final day closes at 6:00 PM (Last Order 5:30 PM)
http://www.taisho.co.jp/raizin/

Speaker Profiles
Ira Ishida |After working in advertising production and as a freelance copywriter, he debuted in 1997 with "Ikebukuro West Gate Park." The debut work won the "All-Reading Novel Newcomer Award." He has since received numerous prestigious awards, including the "Naoki Prize" and the "Chuo Koron Literary Prize." This year marks his 20th anniversary as an author.
ZU-nA (Kazunari Yamamoto) |Began activities as a human beatboxer in 2008. Started professional activities at age 20, establishing his unique style. Currently active in a wide range of fields, including sound direction for stage and live performances, media planning, and managing Japan's first beatbox vocational school.

*Alcohol consumption is for individuals aged 20 and over. Drunk driving is prohibited by law. Alcohol consumption during pregnancy or breastfeeding may adversely affect fetal and infant development. Please enjoy alcohol responsibly and in moderation.