Watermelon juice and watermelon-milk-tea are seeing a surge in popularity across Japan this summer as consumers shift toward processed beverages [1].

This trend highlights a significant change in Japanese eating habits. While the demand for the fruit remains, the method of consumption is evolving as traditional whole-fruit purchases decline in favor of convenient, ready-to-drink options.

Retailers such as Lawson, Kaldi, and Aoki Fruit Co. are capitalizing on the demand across 192 fruit-juice bar locations [1], [2]. To encourage repeat business, Aoki Fruit Co. has introduced a discounted ticket-set that offers up to ¥850 off for every five drinks purchased [1], [3].

Chieri Shibata of the Aoki Fruit Co. public relations department said watermelon juice popularity has been increasing year by year and that many customers return annually to buy it [1].

This shift comes amid a long-term decline in the purchase of whole watermelons. According to data from the Ministry of Internal Affairs and Communications, the volume of whole-watermelon purchases has fallen 30% over the past decade [1].

Rising summer temperatures have driven the demand for refreshing drinks, pushing consumers toward juice and pre-cut fruit rather than the labor of slicing a whole melon. One consumer in their 40s said the juice is very delicious and has a great texture [1].

Daisuke Aoki, president of Aoki Fruit Co., said the company expects watermelon juice to become a staple summer drink and expressed excitement regarding the launch of the new ticket-set promotion [3].

“Watermelon juice popularity has been increasing year by year.”

The rise of watermelon juice reflects a broader consumer shift in Japan toward 'convenience consumption.' As urban living spaces shrink and the effort required to process large fruits like watermelons becomes a deterrent, retailers are pivoting to value-added processed goods. The 30% drop in whole-fruit volume suggests that the fruit's appeal persists, but the delivery mechanism must evolve to fit modern lifestyles.