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Pocari Sweat: Inside the meteoric rise of Asia's answer to Gatorade

EuphoricVibez

"In the 1989 US blockbuster "Back to the Future II," time traveler Marty McFly orders a Pepsi Perfect at Hill Valley's futuristic Cafe 80s. It was an iconic moment of product placement.

But if you look very closely at a different scene showing future McFly as he video-conferences a co-worker in 2015, another brand makes a cameo appearance.

That drink was called Pocari Sweat. And despite its name — unappetizing to native English speakers — it's a well-known Japanese sports drink across Asia and the Middle East.

Though the film's creators didn't have a product placement deal with Pocari Sweat, they had given their art department a general directive to include Japanese elements in the scenes depicting 2015, says Bob Gale, the producer and writer of "Back to the Future II."

"In the late '80s, Japanese companies were buying a lot of American companies, notably Sony purchasing Columbia Pictures and Panasonic buying Universal. Japanese video games were the market leaders, Japanese cars were outselling American cars, and we thought this trend would continue well into the future," says Gale.

The Japanese powerhouse of the '80s didn't last, but Pocari went on to become a force in the sports beverage market.

Last year, 270 million bottles were distributed across more than 20 countries and regions. Around the same number were distributed in Japan, according to Otsuka Pharmaceutical, the Japanese company that makes it. Amid the pandemic, the company donated more than 1.2 million bottles to hospitals and governments across its markets.

Launched in 1980, Pocari Sweat was inspired by the rehydrating effects of an IV solution. The ingredients include water, sugar, citric acid, magnesium, calcium and sodium. Pocari replenishes water and electrolytes — a set of minerals your body needs to function — lost through sweat.

The beverage is to many Asians what Gatorade is to Americans, and Lucozade is to the British.

But, the brand, which turns 40 this year, is virtually unheard of in the West."

https://amp.cnn.com/cnn/2020/08/01/business/japan-pocari-sweat-branding-hnk-intl-dst/index.html

I didn't want to copy/paste the whole article since it's long, but I'm very curious about trying Pocari Sweat now. For those who have had it, is it any good? :vegas:

Rain on me, tsunami ⛈️

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Blastertoyo

7yRPk6-JbOEWIrERWbsQf40FXplVM3-uy5FKKdAS

also TWICE 

:enigma:

You make me Feel Sweaty 

Edited by Blastertoyo
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Irrelevant

I haven't had in like a year, but it's nice and doesn't look like alien water like Gatorade does  :vegas:

♕ lady gaga • loona ♕
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EuphoricVibez
11 minutes ago, Irrelevant said:

I haven't had in like a year, but it's nice and doesn't look like alien water like Gatorade does  :vegas:

We stan alien water :ally: I'd love to try Pocari Sweat though

Rain on me, tsunami ⛈️

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Daylight Jokers

Never tried it before. I always thought it was just another brand of mineral water. Well, that's what the packaging design tells me. 

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Lona Delery

hate it, it has this ugly powerade/gatorade taste

but that name is engrish at its finest... just like my favorite japanese beverage Calpis which they had to rebrand as Calpico in some parts of the world for obvious reasons :rip:

 

Sometimes it feels like I've got a war in my mind, I wanna get off but I keep riding the ride
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Zilla

I think it's coming to America but just under the name "Pocari". I'd drink it

𝙸'𝚖 𝚊 𝚓𝚘𝚛𝚝𝚜 𝚊𝚗𝚍 𝚓𝚎𝚕𝚕𝚢 𝚜𝚑𝚘𝚎𝚜 𝚔𝚒𝚗𝚍 𝚘𝚏 𝚐𝚒𝚛𝚕.
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EuphoricVibez
13 minutes ago, Zilla said:

I think it's coming to America but just under the name "Pocari". I'd drink it

I would too. I didn't realize it was coming to the US, but I'll definitely try it out

Rain on me, tsunami ⛈️

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Chaymie

My Asian a** loves it! I drink it quite often! 3-4 times a week. 

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