“Dear Sir or Madam, As the long rains continue and the hydrangeas glisten beautifully with dew…” As often mentioned in seasonal greetings, June is the rainy season.

The continuous rain brings humidity and dampens our spirits. Recently, the term “rainy season blues” has emerged. “Rainy season blues” refers to a phenomenon where prolonged low atmospheric pressure during the rainy season, combined with stress from rapid changes in temperature and humidity, disrupts the autonomic nervous system, making people more susceptible to headaches, fatigue, and other physical discomfort.

To avoid the “rainy season blues,” proper rest, moderate exercise, and a balanced diet are essential. However, many people find themselves caught in a vicious cycle: rainy season → hot and humid → too tired to cook with heat in the kitchen → lack of appetite in the first place.

That’s when “soy milk” comes to the rescue, offering an easy way to consume protein, isoflavones, vitamins, minerals, and other nutrients!

This time, we heard that soy lattes made with “soy milk”—recommended for combating the “rainy season blues”—could be enjoyed at an event, so we went undercover at “Kikkoman Soy Milk Soy Latte STAND 2023” currently being held in Shibuya.

10,200 (Tounyu) Soy Lattes Distributed Free of Charge During the Event Period

“Kikkoman Soy Milk Soy Latte STAND 2023” is a pop-up event distributing a total of 10,200 (Tounyu) soy lattes free of charge during the event period, with the hope that people will get through the rainy season—when many experience physical and mental discomfort—with nutritious soy milk.

The Keyword is “#WatashiOdaizuni” (I’m Taking Care of Myself with Soybeans)

The event is hosted by Kikkoman Soy Foods, which supports people’s diet and health through the production and sale of soy products, including soy milk. The company wanted people to enjoy soy milk in an easily accessible and delicious form during the “rainy season blues” period, and focused on “soy lattes,” which are popular with many people. The event was planned with the desire to lift people’s spirits by offering not only orthodox soy lattes but also soy lattes with “a different twist” from the usual.

SUNNY SIDE UP collaborated with an advertising agency to handle the production, operation, and PR for this event, working hard to deliver Kikkoman Soy Foods’ message and soy lattes to as many people as possible. The strategy involves using the seasonal term “rainy season blues”—a media-friendly word that resonates with consumers—to spark interest in soy milk, combined with a consumer-facing event for integrated communication. At the media preview event for press, we arranged interviews with Kikkoman Soy Foods representatives and worked diligently to help capture better photographs.

We managed photo sessions and carefully arranged product displays for photography.

The Tokyo event was held from Tuesday, June 6 to Monday, June 12, 2023, at Shibuya Stream Inaribashi Plaza. The Osaka event was held for two days only, Saturday, June 17 and Sunday, June 18, at Yodobashi Umeda.

Upon arriving at the Tokyo venue, the first thing that catches your eye is a giant monument of adjusted soy milk, approximately 3.5 meters tall! It depicts soy milk being poured into a glass and serves as a photo spot where visitors can take pictures.

The approximately 3.5-meter giant adjusted soy milk monument is a real eye-catcher.

At the kitchen car wrapped in green—Kikkoman Soy Milk’s brand color—free soy latte samples, the event’s main attraction, were being distributed, and long lines formed on the first day of the event.

A Diagnostic Test Lets You Enjoy a Soy Latte That Matches Your Current Mood

The key feature is that you can enjoy a soy latte that matches your current mood! After answering a simple questionnaire on your smartphone, they will select and prepare the most suitable option from four types of soy lattes based on your responses.

The perfect choice for me, wanting to indulge myself, is the “Chocolat Soy Latte.”

I was recommended the “Chocolat Soy Latte.” The rich chocolate sauce and the refreshing yet rich soy milk were a perfect match, making it a truly easy-to-drink soy latte. According to the leaflet distributed at the venue, it’s perfect “when you want to relax, indulge yourself, or feel like melting away.” Indeed, deep down, I may have had a desire to indulge myself while busy with work (laughs).

The “Chocolat Soy Latte” is easy to drink and goes down smoothly.

There are also the classic “Soy Latte,” the visually striking “Black Soy Latte,” and the “Mint Soy Latte,” which is an unexpected combination but full of refreshing flavor and perfect for the upcoming season. Moreover, you can choose the base soy milk from “Adjusted Soy Milk,” “Delicious Unadjusted Soy Milk,” or “Sugar-Free Adjusted Soy Milk,” making you want to try various combinations.

I want to try them all…

Unfortunately, you can only have one drink per person at the venue. If you really want to try more, the leaflet distributed at the venue includes recipes, and the Kikkoman Soy Milk brand website also publishes soy latte recipes you can enjoy at home. This summer, try making soy lattes at home and get through the “rainy season blues”! (The soy latte recipes were supervised by registered dietitian Hitomi Fujihashi, who holds the “Soy Milk Meister Pro” certification.)

▶Enjoy Soy Lattes at Home Cafe https://www.k-tounyu.jp/cp/soylatte

Registered dietitian Hitomi Fujihashi

More to Enjoy Beyond Soy Lattes

At the venue, you can do more than just drink soy lattes. In addition to the aforementioned giant monument photo spot, Takara Tomy Arts’ “Kikkoman Soy Milk Soy Milk Mini Pouch 3rd Cup” (all 6 types) is available for purchase via gacha. There’s also a chance to receive original novelty items such as an “Adjusted Soy Milk Backpack,” “Soy Milk Stirrer,” or “Stickers” by posting on social media or completing a survey! (*Implementation details differ between Tokyo and Osaka.)

The Expanding World of “Soy Milk”

“Kikkoman Soy Milk Soy Latte STAND 2023” Event Overview

＜Tokyo Venue＞
[Date and Time] Tuesday, June 6 to Monday, June 12, 2023, 11:00 AM–7:00 PM
(First day only: 2:00 PM–7:00 PM / Final day only: 11:00 AM–5:00 PM)
[Location] Shibuya Stream Inaribashi Plaza (3-21-3 Shibuya, Shibuya-ku, Tokyo, in front of Shibuya Stream)
[Admission] Free
[Activities]
・Free sampling of soy lattes made with “Kikkoman Soy Milk”
*Limited time. While supplies last.
*One drink per person, first-come, first-served
・Original novelty gifts for social media posts and survey responses
・Photo spot (monument modeled after approximately 3.5-meter Kikkoman Adjusted Soy Milk)
・Soy milk gacha

＜Osaka Venue＞
[Date and Time] Saturday, June 17 to Sunday, June 18, 2023, 11:00 AM–7:00 PM
[Location] Yodobashi Umeda 1F, in front of the southeast entrance (1-1 Ofuka-cho, Kita-ku, Osaka City, Osaka)
[Admission] Free
[Activities]
・Free sampling of soy lattes made with “Kikkoman Soy Milk”
*Limited time. While supplies last.
*One drink per person, first-come, first-served
・Original novelty gifts for social media posts and survey responses

For event details, please refer to the “Kikkoman Soy Milk” website and official social media.
Website: https://www.k-tounyu.jp/news/8330/
Twitter: @kikkoman_tounyu
Instagram: @kikkoman_tounyu

In 2022, Kikkoman Soy Foods also held “Kikkoman Soy Milk Ice STAND 2022,” distributing free soy milk ice cream, and promoted “Soy Milk Pudding” with its delightful jiggly texture, proposing and communicating various ways to enjoy soy milk. Let’s get through the “rainy season blues” and the hot summer with soy milk—delicious to drink, delicious to eat, and packed with nutrients!

By the way, “Adjusted Soy Milk” is not “Adjusted Soy Milk” (different kanji), and “Delicious Unadjusted Soy Milk” is not “Delicious Unadjusted Soy Milk” (different kanji), so be careful (a bit of trivia about soy milk) 🥛