Consumers in Tokyo are increasingly purchasing large-capacity “deka drinks” to maintain hydration during an unusually hot summer season [1, 2].
This shift reflects a growing demand for high-value, low-cost options as workers seek ways to manage heat and expenses. By choosing oversized beverages, consumers can avoid the higher costs associated with frequent vending machine purchases.
In the Tigeremon office district and at the MIXUE store on Rikkyo-dori in Ikebukuro, these drinks have become a common sight [1, 2]. For example, a 700 ml tea at the MIXUE Ikebukuro store costs ¥130 [1]. This is significantly cheaper than a comparable drink from a vending machine, which typically costs around ¥170 [1].
Office workers report that the larger volume allows them to sip the beverage over a longer period. One worker said, "It's cheap and you can drink it for a long time, so I think it's just right" [1]. Another worker said that because they stay in the office for long periods, they prefer a drink that lasts for five to six hours [1].
While some consumers may finish a deka drink in one to two hours [1], others use them as a sustained source of hydration throughout the workday. The trend extends to even larger formats, such as Ion's two-litre ice products [3].
Younger consumers are also drawn to the cost-effectiveness of the trend. A consumer in their 20s said, "Since it costs about 170 yen at a vending machine, if it's 130 yen for this taste, I think this one is better" [1].
“"It's cheap and you can drink it for a long time, so I think it's just right"”
The rise of 'deka drinks' in Tokyo highlights a intersection of climate pressure and economic pragmatism. As summer temperatures rise, the necessity for constant hydration meets a consumer desire for 'cost-performance,' or cospa. By shifting from the ubiquitous but more expensive vending machine model to bulk-volume specialty stores, Tokyo's workforce is optimizing their daily spending while addressing public health needs during heat waves.
