The Kumagaya City started Yogurt Water Retention Challenge Project in collaboration with Meiji Co., Ltd. The campaign promotes the use of nutrition in the form of yogurt that keeps the citizens hydrated in summer due to the increase in heat.
Kumagaya is often hit by massive heat. The city has both online and ground initiatives to prevent the issue of heat-related issues. In this year, the program will synchronize the heat defense actions of the city, with the marketing activity of Meiji in relation to selling milk protein in moisture preservation.
Its 2022 version introduces yogurt themed drinks on the local shaved-ice menus as “Snow Bear Norenkai” promotion. New seasonal decisions will be presented during summer by some vendors, such as Amanatsu Milk Yogurt and Hachimitsu Lemon Yogurt Snow Bear.
Meiji will supply the local childcare centers and aged homes with drinkable yogurt. The yogurt drinks will be given to old people and the young children who are especially vulnerable to heat.
During issuance of heat warnings, the city will establish cooling shelters in 31 points. Posters, banners, and product samples will be shown in each of the shelters to give people the reasons as to why moisture retention is important.
The project is an answer to the change of the Japanese climate; Spring and fall seasons are becoming shorter and hot summer seasons are getting longer giving rise to health concern. The objective of the program is to demonstrate how the role of hydration in nutrition may help to avoid energy loss and heat exhaustion.
Combining health education with food culture and climate adaptation, the Yogurt Water Retention Challenge Project is one of the local and urban initiatives that draw a linkage between safety, well-being, and everyday life.
