[Asahi Soft Drinks] “Calpis” “Suki Shun” club activity exhibition held *Asahi beverages*
Press release: August 22, 2024
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“Calpis” “Suki Shun” club activity exhibition held
*”Suki Shun Voting Vending Machine” where you can get “Calpis Water” when you vote is now available. “Thoughts about club activities” received from many middle and high school students will be exhibited for a limited time at SHIBUYA109*
Asahi Soft Drinks Co., Ltd. (Headquarters Tokyo, President
As part of the “Calpis” club activities support project to support junior high and high school students who devote themselves fully to their club activities, Taichi Yonejo) will be holding “Calpis” and “Suki Shun” club activities at SHIBUYA 109 for 4 days only from August 22nd to August 25th. An exhibition will be held to display all of the “thoughts about club activities” submitted by many junior high and high school students.
* ■You can experience the “Suki Shun Voting Vending Machine” where you can get “Calpis Water” when you vote *
* “* * Calpis” “Suki Shun” club activity exhibition will be held for 4 days only! *
“Calpis” “Suki Shun” Club Activities Exhibition is an event that displays the real voices of junior high and high school students, such as “favorite moments in club activities” and “existence of club activities” revealed in the “Calpis” Summer Club Activities Survey SHIBUYA109 where many students gather
The event will be held for 4 days only at the in-store event space. We installed a “Suki Shun Voting Vending Machine” where you can win “Calpis Water” by choosing “your favorite moment in club
activities” and voting for “the moment when everyone’s feelings become one” and “the moment when the club room gets excited.” If you vote for the three favorite moments, “the moment when you did something you liked straight to the end,” in addition to “Calpis Water,” you will receive an original T-shirt-shaped sticker and leaflet.
In addition, there will be a photo spot where you can take photos with the large “Calpis” logo and bottle monument, and a panel displaying the mindset of extracurricular activities revealed through a survey of junior high and high school students.
* ■Event Overview * Event name: “Calpis” “Suki Shun” club activity exhibition Implementation location: SHIBUYA 109 event space
Implementation period: August 22nd to August 25th
Time: 11:00-18:00 *22nd only 14:00-18:00
In addition, we conducted an Internet survey of 300 junior high and high school students regarding their current attitudes toward club activities, and also conducted a similar survey among 300 junior high and high school students currently between the ages of 46 and 52 when Calpis Water was released in 1991. The survey revealed a generational gap in attitudes towards club activities.
* ■Survey overview *
Survey name: Questionnaire regarding “Calpis” Summer Club Activities Survey Survey method: Internet survey
Research institution: Mynavi research
Survey period: July 17th to July 26th, 2024
Survey target: Reiwa generation: 300 junior high and high school students (13 to 18 years old)
Showa generation: 300 junior high and high school students (born between 1972 and 1978) when Calpis Water was released (1991)
* ■Summary of survey results *
* 1. The Showa generation is actually more at their own pace!? When it comes to club activities, both now and in the past, the majority of people are those who want to have fun leisurely*
31.9% of the Reiwa generation and 37.7% of the Showa generation answered, “I want to have fun at my own pace (relaxed type),” and surprisingly, the Showa generation outnumbered the Reiwa generation, indicating that they actually “want to have fun” even in a difficult environment. It turns out what I thought.
* 2. The values of the Reiwa generation are “relationships with others”!? The result is different from that of the Showa generation, which “pursue victory” *
“Create an atmosphere where you can have fun and take it easy” (Reiwa generation: 52.8%, Showa generation: 35.1%) “I try to communicate with club members outside of club activities” (Reiwa generation: 40.3%, Showa generation: 30.3 %), the results show that the Reiwa generation places more emphasis on “relationships with others” than the Showa generation.
* 3. The biggest generation gap is the relationship between seniors and juniors! Reiwa era of “friendship” and Showa era of “senior supremacy”*
When asked about their “club activities” and “favorite moments in club activities,” Rei often cited the peaceful atmosphere and connections with friends, such as “There is no barrier between seniors and juniors” and “When everyone is talking and laughing.” A generation gap has emerged between the Japanese generation and the Showa generation, who are conscious of the harshness of hierarchical relationships and the consequences for club activities, such as “seniors are a must” and “people pushed their seniors aside to become regulars.”
* 4. The Showa generation that “rarely drank” vs. the Reiwa generation that “everyone drinks after club activities”! There is also a generation gap when it comes to “Calpis”*
Many people from both generations said they like to drink Calpis when they want to relax, when they want to relax, or after taking a bath. Regarding the episodes, the Showa generation felt special, such as “It used to be a luxury item” and “I often received it as a mid-year gift,” while “We all drank together after club activities” and “I was alone with my favorite person.” , it was found that there are different values between generations, such as drinking when you want to feel closer and take a breather with someone.
* ■Survey results details *
* 1. Surprisingly, people from the Showa generation are more likely to do things at their own pace!? The majority of people who want to enjoy club activities are both now and in the past.*
When we asked active middle and high school students in the Reiwa generation how they approach club activities, 31.9% said, “I want to enjoy it at my own pace! [Relaxed type]”, followed by 24.1% who said “I want to enjoy it at my own pace!” Youth is the best! [Friendship type], 3rd place was 19.0%, “I just want to win! I want to get better! [Hot-blooded type]”.
In addition, when we similarly asked the Showa generation how they approached club activities back then, 37.7%, which is more than the Reiwa generation, answered that they were “Yurutto-ha type”, indicating that the environment for club activities was more difficult compared to today. However, it seems that the students themselves had a surprising desire to enjoy their club activities. On the other hand, 19.0% of the Reiwa generation answered “Hot-blooded”, which ranked second (25.9%) among the Showa generation, indicating that they are more passionate about club activities than current junior high and high school students. .
* 2. The values of the Reiwa generation are “relationships with others”!? The results are different from those of the Showa generation who “pursue victory” *
When we asked each generation about what they were working hard on/what they were doing in club activities, they answered, “I was conscious of creating an atmosphere that was fun and easy-going” (Reiwa generation: 52.8%, Showa generation: 35.1%) ), “I try to communicate with club members outside of club activities” (Reiwa generation: 40.3%, Showa generation: 30.3%), “I try to be actively involved with my seniors and ask them to teach me” (Reiwa generation: 40.3%, Showa generation: 30.3%). (Japanese generation: 28.7%, Showa generation: 14.9%), it was found that current junior high and high school students place more importance on “relationships with peers” such as seniors and juniors than the Showa generation.
Also, regarding “What I wanted/wanted from club activities,” the Showa generation was more likely than the Reiwa generation to say “I want to improve” (57.0%) and “I want to win” (43.4%). On the contrary, “I want to spend time with good friends” (52.3%), “Enjoy hobbies and things I’m interested in” (44.9%), and “I want to connect with my seniors and juniors” (29.2%). The percentage of respondents who answered this question was higher than that of the previous generation, and this question also revealed that there is a tendency for the Showa generation to be “victory” and the Reiwa generation to be “enjoyment.”
* 3. The biggest generation gap is the relationship between seniors and juniors! Reiwa era of “friendship”, Showa era of “senior supremacy”*
When we asked people from the Reiwa generation about their club activities, there were many responses that showed that they were not concerned about age or position, such as “not using honorific language with seniors” and “we are all good friends regardless of seniority or juniority.” There were also answers such as “There is a concept of set schedules in club activities” and “I tend to use the club room for personal purposes”, which indicate that they are working in a flexible environment that is not bound by fixed ideas.
On the other hand, the responses from the Showa generation included many stories of harsh hierarchical relationships and environments, such as “massages from seniors in the middle of the night,” “If you see a senior, keep greeting them until they are out of sight,” and “drinking is prohibited during practice.” there was.
Regarding “favorite moments in club activities”, the Reiwa generation cited time spent with friends such as “when we win a game and have a party together and feel good” and “laughing about silly things with the club members.” , many respondents from the Showa era expressed a sense of accomplishment in their daily practices and games, such as “a sense of accomplishment after a hard day’s practice” and “a sense of relief after a tournament is over.” There were also answers that gave a glimpse of his commitment to
competition, such as “I pushed my seniors aside and became a regular,” and “The moment I beat my seniors in a match.”
* 4. The Showa generation who “rarely got to drink” vs. the Reiwa generation who “all drink together after club activities”! There is also a generation gap when it comes to “Calpis”*
When asked, “When do you drink Calpis during the day?”, 31.7% of the Showa generation said “after taking a bath,” 18.0% said “during a break at work,” and 18.0% said “during a break at work.” In terms of age groups, 39.0% said “after a bath,” 31.7% said “during breaks,” and 31.7% said “on holidays.” The top 1 and 2 answers for both generations were that they like to drink when they want to relax.
On the other hand, when it comes to episodes related to “Calpis,” the generation gap becomes clear once again. The Showa generation, who were middle and high school students at the time, said things like, “When I was a child, Calpis was a luxury item, and the occasional Calpis that my mother made was special,” and “I could only drink Calpis as a gift as a year-end gift or a mid-year gift.” ” had just been released, and many people said that it was something that was very rare and that they could rarely drink it.
The Reiwa generation is in contrast, with stories that feel more familiar, such as “We all drank together after club activities,” “I talked with friends while drinking Calpis,” and “I toasted with Calpis with my family after taking a bath.” , many respondents said they enjoyed spending time drinking with others.