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Ilohas
Are You Playing A Joke On Me?
Date:06, Nov, 2019
Investigated and Written by Misaka Youhei
About our introductory articles


In 2009 May, Nippon Coca-cola began to launch Ilohas all over Japan. Ilohas is the natural water products contained in the unique plastic bottles. They say you are easier to crush it than usual plastic bottles.

What does the weird name Ilohas mean? They say it is a mixture of Iroha and Lohas. We Japanese people are mostly familiar with Iroha. It means ABC in Japanese language. But we are hardly familiar with Lohas. In the United States of America, I suppose it's popular. Lohas is Lifestyle Of Health & Sustainability, a catchword raised in the U.S. when the 20th century was coming to end.


Ilohas

Contain: 555 ml
Sampled in Hokkaido, Iwate,
Toyama, Yamanashi, Tottori,
Miyazaki and Kumamoto
I don't think it is close to a mystery that American hoisted such a catchword. America originally started as a nation of immigrants as you know. They left their motherland, and found the New World. There were Mother Nature herself there before their eyes. They hadn't seen the untouched nature in their motherland. Great! Oh my! They danced wildly with joy. And the mad immigrants began to destroy the whole lot of the nature. Plundering from Mother Nature made America so rich in the 20th century. Especially, they were at the zenith of their prosperity in 1920's as you learnt at history classes.

Finally, their Nature were completely lost at the end of their destroying and plundering. That brought a dead end of economic growth to America in the end of 20th century. Today nothing can make America great again. They killed the goose that could lay golden eggs by nobody but themselves, and the blue bird never comes to them. Some might say they are nothing but fools, but it is nothing but an American history.

So I don't think it is weird some American hoisted a catchword like Lohas. And Coca-cola is an American company. I guess it is reasonable Nippon Coca-cola released a drink named Ilohas including Lohas.

But I don't agree with the Ilohas.

As mentioned above, they have sampled natural water in the seven places: Hokkaido, Iwate, Toyama, Yamanashi, Tottori, Miyazaki, and Kumamoto. In fact, they started to sample in Ehime, 2011 May. But in 2013 fall, they stopped it suddenly and evacuated somehow.

They had sampled in Saijyo-shi, Ehime. The city was well-known as a rich spring of good natural water. However, something strange today. It's said the city they have lately suffered from a decline of ground water and salination. Ehime Prefectural Government suggested Saijyo-shi and Matsuyama-shi (they have also suffered from water problems) had to talk over their water problems and try to solve together, in 2019 spring.

I don't know what went on there. The only fact is that Nippon Coca-cola had sampled the natural water from 2011 to 2013 in Saijyo-shi, Ehime. And I have nothing to add. But I cannot help feeling something wrong with their "Lohas." Sustainability? Are you playing a joke on me?

Coca-cola Journey: The Coca-Cola Company (Japanese)




 

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