Everyone is hopping on the eco-friendly bandwagon these days. Japanese advertisers and marketers are drooling at the opportunities and capitalizing heavily.
Take this new line of bottled water, brought to you by the good folks at Coca-cola (who totally care about the earth). It's called I LOHAS (pronouced i-rohasu). LOHAS stands for Lifestyles of Health and Sustainability and is used heavily in Japan for selling products that have to do with being green and living slow.
The water is nothing extraordinary, but the bottle is. It's made out of a really thin plastic so that instead of stomping on it with your foot for recycling (crushing bottles for recycling in Tokyo is common because space is so limited), you twist it and it gets extremely compact.
Check out the video at the beginning of this post of my friend Hikaru who tests the water bottle out. This is not magic folks, as Hikaru says at the end of the video, this is "Hand Power!"
A 500 gram I LOHAS water bottle is priced slightly higher at 130 yen, as compared to a conventional bottle of water which costs 110 yen.
*Yoko lives in Tokyo. She loves dips, dashi and deals. Tokyo JUNKtion reviews the bizarre stuff she finds in the aisles of the grocery store.