Tokyo consumers are increasingly turning to large-volume beverages, known as "deka drinks," to stay hydrated during the summer heat [1, 2].
These oversized drinks provide a high-cost-performance alternative to traditional vending machines, appealing to budget-conscious workers and pedestrians in a city facing extreme temperatures.
In the Toranomon office district and at the MIXUE store on Ikebukuro Rikkyo-dori, these drinks have become a common sight [1, 2]. A 700 ml beverage at MIXUE costs 130 yen [1], while a comparable drink from a vending machine typically costs about 170 yen [1].
For many, the appeal is both financial and practical. A consumer in their 20s said, "Since it costs about 170 yen at a vending machine, if it's this delicious for 130 yen, I think this is better" [1].
These beverages allow users to sip slowly over an extended period. While some finish a drink in one to two hours [1], some office workers report drinking a single large beverage over five to six hours while at their desks [1]. Another consumer said, "It's cheap and you can drink it for a long time, so I think it's just right" [1].
One consumer noted their determination to finish the volume, saying, "In the end, I drink it all out of sheer willpower" [1].
MIXUE, a primary provider of these affordable options, maintains a significant global footprint with more than 49,000 stores across 15 countries [1].
“"Since it costs about 170 yen at a vending machine, if it's this delicious for 130 yen, I think this is better"”
The rise of 'deka drinks' reflects a broader consumer trend in Japan toward 'cost-performance' (cospa), where value is measured by the volume of product received per yen. By undercutting the ubiquitous and more expensive vending machine network, large-scale providers like MIXUE are capturing a segment of the urban workforce that prioritizes sustained hydration and budget efficiency during extreme weather events.
