Unbottling Differences: Exploring Water Bottle Culture in the US & Japan

I have a friend who lives in Japan and works for a US company. With the rise in popularity of Stanley Cup water bottles the US company decided to gift their employees with a specially designed Stanley Cup. The US employees were thrilled. The Japanese staff, on the other hand, were confused…

Stanley Cups (Image Source)

What’s So Exciting About a Water Bottle?

This inspired me to dive deeper into the differences in water bottle culture in the US and Japan and how water bottle companies from abroad might find ways to successfully enter the Japanese market and vice versa.

Water Bottle Culture in the US

Reusable water bottle use has grown steadily over the years as more and more people strive to live a more environmentally conscious and healthier lifestyle. For many in the US, reusable water bottles have become more than just a vessel for hydration, it’s a statement.
Many Americans find identity in the water bottles they use and try to aim for a color, style, or brand that matches their style or aesthetic. Whether you are outdoorsy, athletic, trendy, minimalistic, or a stay-at-home mom, there are water bottles geared toward every kind of person.

The Original Parks of the USA Bucket List Bottle by Wondery Outdoors (Image Source)

Once a water bottle is chosen, you’re likely to see it plastered with stickers to show off the user’s personality. Some bottle brands even come with stickers like this water bottle by Wondery Outdoors called The Original Parks of the USA Bucket List Bottle. As you visit each of the national parks you can add a new sticker to your water bottle.

America’s Next Top Bottle

Every couple of years a new water bottle titan emerges. In the 2010’s the durable Nalgene water bottles were popular. Shortly after the Nalgene trend came the popularity of the Gatorade “squeeze bottles,” which quickly became a must-have for anyone sporty. In 2019 the trend of “VSCO” girls led to a rise in popularity for the Hydro Flask. The most recent trendy water bottle, however, is the Stanley Cup.

(Left to Right) Nalgene (Image Source), Gatorade (Image Source), Hydro Flask (Image Source), Stanley Cup (Image Source)

Stanley Cup Takeover

Stanley Cups’ narrow base allows them to fit into a car cup holder, an important feature for a water bottle in the U.S. market. (Image Source)

Stanley Cups rose in fame when a viral TikTok made national headlines due to the remarkable video showing a woman’s car destroyed by a car fire, and the one item to survive the flames was her Stanley Cup.

Stanley Cup capitalized on the American obsession with branding and status, releasing a series of limited-edition designs. Some water bottles were reselling for ridiculous sums online. Due to the massive size of the water bottles, people began to make jokes and memes by pretending other large containers were Stanley Cups.

Unfortunately, nothing gold can stay, and a possible lead poisoning scare has led to a decline in the popularity of Stanley Cups.

Now, the American public must wait to see, who will be the next big name on the reusable water bottle scene.

Water Bottle Culture in Japan

In Japan, water bottle culture is a lot more relaxed compared to the US. Most people carry simple minimalistic water bottles and tumblers often filled with barley tea or coffee.

Generally, in Japanese culture, there is less importance placed on individualism so water bottles are less of an outlet for self-expression and more so a purely utilitarian item.

Popular Water Bottles in Japan

Compared to the US, there is much less of a hype or craze around specific brands.
Some of the most popular brands include Tiger and Zoujirushi. These brands feature minimalist designs.

Zoujirushi Water Bottles and Tumblers (Image Source)

Who Carries Water Bottles in Japan?

The biggest carriers of water bottles in Japan are young children and students.
My Japanese coworker, Mana, mentioned that the massive water bottles that some Americans love (like Stanley Cups) remind her of Japanese school children who carry similarly massive water bottles to and from school.

Tiger Brand Water Bottles (Image Source)

Why Single-Use Bottles Are So Popular in Japan

Reusable water bottles are commonly carried by small children and students, but adults are more likely to purchase single-use bottles when they are out and about.

As most people get around by walking, biking, or through public transportation, carrying a large water bottle around can be an inconvenience. Well, at least when compared to the US where most people get around in cars and have the luxury of leaving their massive water bottles in their cars.

A Row of Vending Machines and a Recycling Bin on the Left (Image Source)

In Japan, you can stand just about anywhere in the country and there will be a vending machine within eyesight. With vending machines spaced about every five steps and convenience stores on every corner, and all selling low-cost drinks (hot and cold), it’s easy to imagine that this convenience would be more appealing to everyday people who might forget to bring their reusable water bottle or prefer not to carry one around.

With single-use “pet” bottle recycling bins located next to every vending machine and inside every convenience store, it minimizes the guilt of plastic waste for many.

So… What Water Bottle Do YOU Use?

I asked the btrax San Francisco and Tokyo teams what they use!

San Francisco Team
The btrax San Francisco team mostly owned reusable water bottles.

Some were received as gifts, you can see the influence of past trends as two of our team members carry Hydro Flasks and another two carry Nalgene water bottles, two water bottles that were previously trending in the US.

Tokyo Team
Unlike the San Francisco team, most of the btrax Tokyo team did not own or regularly use reusable water bottles.

Those who use reusable water bottles own simple and minimalistic water bottles. They mentioned that they mostly used these bottles to carry warm beverages such as tea or coffee usually during the winter season. One coworker showed the water bottles that are used by her whole family, showing them all to be minimalistic and quite a bit smaller than those used by our US team.

For the coworkers who don’t regularly use reusable water bottles, they cited their preference for being able to drink their favorite tea or coffee drinks which could be conveniently and inexpensively purchased at convenience stores and vending machines.

Market Entry Strategies for International Water Bottle Companies

Entering a new market requires a nuanced understanding of local preferences and habits. To successfully introduce water bottle products into a new market, international companies must consider several key strategies.

Know Your Audience
While Americans may view water bottles as a way to express their individuality or status symbols, in Japan, practicality often takes precedence.

Adapting product designs to align with local preferences can contribute to your product’s appeal.

Localize Marketing and Branding Campaigns
Tailoring marketing campaigns to resonate with local values and lifestyles is essential.

Collaborating with local influencers and celebrities can amplify brand visibility and credibility.

Get Your Product to the People
Partnering with established distributors or retailers familiar with your target market can get your product into the hands of your target audience quickly.

Find Ways to Stand Out in the Crowd
Whether it’s innovative insulation technology for maintaining beverage temperature or customizable design options, offering value-added benefits can stimulate consumer interest and drive adoption.

Emphasize your brand’s sustainability practices, such as using recyclable materials or supporting local environmental initiatives, to resonate with environmentally conscious consumers.

Conclusion

The differences in water bottle culture between the US and Japan offer valuable insights for international companies looking to expand their reach. By recognizing and embracing these cultural distinctions, companies can better position themselves for success in the global market.

Watch the Discussion That Inspired This Article

Check out our latest Global Design Talk Minisode featuring a discussion between btrax team members Mana Hashimoto and Salina Phon.