Lotte Launches 'THE DAY' Premium Water in 7-Eleven Stores Across Greater Tokyo

Key facts

• Lotte launches 'THE DAY' water in 7-Eleven stores across Tokyo, Kanagawa, Chiba, and Saitama from May 5, 2026.
• The product is a 'daily premium water' in gold aluminum cans, available in still (soft, hardness 67) and sparkling (strong carbonation) variants.
• Lotte appoints actor Kato Konatsu as the new image talent for 'THE DAY'.
• A video podcast series 'Kato Konatsu Drinks Water ~THE DAY ROOM~' will launch alongside the product.
• Japan's mineral water market is approximately ¥450 billion and growing, with Gen Z ranking water as their favorite beverage category.
• The water source is groundwater from the Oi River system, originating in the Southern Alps.
• Aluminum cans are chosen for lower microplastic risk and higher recyclability compared to PET bottles.
• Lotte aims to appeal to the 'sober curious' trend, offering a non-alcoholic option for celebratory occasions.

A New Player in Japan's Booming Water Market

Lotte, Japan's leading confectionery company, is making a bold push into the beverage sector with the nationwide expansion of its premium water brand 'THE DAY'. Starting May 5, 2026, the product will be available at 7-Eleven stores across the Greater Tokyo area, following a successful trial at Don Quijote and other retailers. The move comes as Japan's mineral water market swells to an estimated ¥450 billion, with steady growth driven by shifting consumer preferences. A survey by Shibuya Trend Research found that Gen Z ranks water as their top beverage category, signaling a generational pivot toward hydration as a lifestyle choice.

Emotional Branding Over Functional Claims

Unlike conventional waters that emphasize safety, mineral content, or environmental credentials, Lotte is betting on an emotional appeal. The brand's message, 'Turn an ordinary day into a special day', aims to position water as a source of joy rather than mere hydration. 'We want to move beyond the functional role of water to support each person's happy daily life,' a Lotte spokesperson said. The company plans to leverage its decades of experience in creating 'heart-stirring experiences' through sweets and ice cream to transform how consumers choose water.

Kato Konatsu Fronts Multimedia Campaign

To embody the brand's uplifting ethos, Lotte has enlisted actor Kato Konatsu as the new image talent. A television commercial and a video podcast series titled 'Kato Konatsu Drinks Water ~THE DAY ROOM~' will debut alongside the product launch. The podcast will feature conversations with various guests, blending product value with entertainment. The campaign targets young consumers who increasingly practice active self-care—'taking charge of their own mood' rather than relying on others.

Gold Cans and Strong Carbonation: Design as Differentiator

The product's striking gold aluminum can, with red and black contrast, is designed to stand out in any setting. 'Holding it alone lifts your spirits,' the company stated, emphasizing the can's role as a style accessory. Two variants are offered: a still natural mineral water with a hardness of 67, sourced from the Oi River system in the Southern Alps, and a sparkling water with 'eye-opening' strong carbonation. The sparkling version is also positioned as a mixer for alcoholic beverages, catering to the growing 'sober curious' movement where consumers choose not to drink alcohol.

Environmental and Market Considerations

Lotte opted for aluminum cans over PET bottles, citing lower risks of microplastic pollution in oceans and superior recyclability. This aligns with broader environmental concerns among younger demographics. The company's entry into water comes as consumer values shift from functional needs to emotional fulfillment. 'People want to satisfy their hearts, not just their thirst,' the spokesperson said, reflecting a trend where self-care is increasingly about positive experiences rather than mere utility.

Outlook: Can a Confectioner Disrupt Beverages?

Lotte's foray into premium water tests whether brand equity built on candy and ice cream can translate to a commoditized category like bottled water. The company's strategy hinges on creating a new 'daily premium' segment that competes not on price or purity but on the feeling it evokes. With distribution now reaching 7-Eleven's extensive network in the capital region, the product's success will depend on whether consumers embrace the idea of paying a premium for a can of water that promises to elevate an ordinary day.

The bottom line

• Lotte launches 'THE DAY' premium water in 7-Eleven stores across Greater Tokyo from May 5, 2026.
• The product targets the emotional needs of young consumers, moving beyond functional water benefits.
• Actor Kato Konatsu fronts a multimedia campaign including a TV ad and a video podcast.
• The water is sourced from the Oi River system and packaged in recyclable aluminum cans.
• Lotte aims to capitalize on the 'sober curious' trend with a non-alcoholic celebratory option.
• Japan's mineral water market is ¥450 billion and growing, with Gen Z leading demand.