Terry Ito Column Vol.46 Hot water is very popular! Did you know?

Sayu (hot water) has recently become a huge hit at convenience stores. It wasn't widely seen until last year. Sales exploded around October, when the weather started to cool down. While initially only available at 10-Eleven, it's now placed in the prime hot beverage section of every convenience store. Sayu is literally hot water. It's on par with other popular products like green tea, Sokenbicha, barley tea, and oolong tea. It's popular with a wide range of customers, from the elderly to those using it for baby formula, and even young women concerned about their beauty. It's a phenomenon that would have been unimaginable just a few years ago. It feels like a big newcomer has suddenly appeared in the world of winter beverages.

This phenomenon is similar to when mineral water first appeared in convenience stores. It was probably around 2000 that people started "paying for water" to buy it. Mineral water existed before then, but it was used by people in the water industry to make mizuwari (water mixed with water), and it wasn't widely used in Japan, where tap water is safe. Coupled with the appearance of plastic bottles, it became popular in the sports and entertainment club scenes, and "paying for water" quickly became a trend. Is it natural that people are now avoiding highly sweetened cola, coffee, and juice and instead turning to healthy plain water?

Speaking of which, Tsurutaro Kataoka, who wakes up at 2 AM every day and lives like a hermit, said that the first thing he does 365 days a year is drink hot water when he wakes up and get his body in shape. Apparently, he also drinks hot water even when he goes to a bar with friends. I live near the toilet, so my doctor has banned me from drinking coffee or tea, which contain caffeine, which stimulates the bladder, so I started drinking hot water five years ago. At first, I found it bland, but now I find it the most relaxing.

The recent health-conscious trend among Japanese people has spread to shopping districts, with massage parlors opening one after another. They offer acupressure, chiropractic, foot reflexology, hand massage, Thai massage, and even a store calling itself British massage. I was curious to see what they offer. So the other day, I visited a chiropractic clinic in Musashi-Koyama Shopping Street, located in the former location of a pickle shop. The service was average, but the diverse clientele was fascinating. They ranged from soccer club members on their way home from school, to women returning from work, to local shopkeepers. In the past, a massage parlor might have seemed out of place in a downtown shopping district, but now it fits right in. There's a cafe next door, and in the shop next to it, massage parlors are receiving treatments through the glass. Not only do they not seem to mind people staring from the street, but passersby pass by with envious looks on their faces, creating a strange atmosphere.

Japan's health consciousness shows no signs of slowing down. The day may soon come when we will be selling products like air from the Alps and ice from the Arctic continent. In fact, major companies have probably already started working on this. For now, I will drink hot water regularly and aim to walk 10,000 steps a day, three days a week!

Terry Ito (director)

Born in Tsukiji, Tokyo in 1949. After attending Waseda Jitsugyo Junior and Senior High School, he graduated from Nihon University's School of Economics.
In March 2023, he completed the Master's program at the Graduate School of Media and Governance at Keio University.
He joined the television production company IVS Television, where he worked on variety shows such as "Tensai Takeshi's Genki ga Deru TV" and "Neruton Benikujidan."
He then went independent and worked on planning and directing a number of television programs, including TV Tokyo's "Asakusabashi Young Clothing Store."
His book "Comedy North Korea" became a bestseller, and he subsequently made numerous media appearances under the name Terry Ito.
In addition to his work as a director, he is also active in a variety of fields as a producer, entertainer, and commentator.
YouTube channelTerry Ito's Comedy Backdrop'
Currently writing a column in LALALA USA
https://lalalausa.com/archives/category/column/terry