It's a drink every person in Hokkaido knows: "Katsugen"!
But for those with no connection to Hokkaido, it's a drink that makes you ask, "What's that?" That's also "Katsugen"...

Katsugen continues to be loved by the people of Hokkaido, evolving as a long-selling product.
While it's now a common sight in supermarkets and convenience stores across Hokkaido, the story of how it became such a beloved staple is surprisingly unknown.

So, the Domingo editorial team paid a visit to Snow Brand Megmilk Co., Ltd.!
We asked their representative to spill the secrets of Katsugen.

We spoke with Mr. Masayuki Sugaya (right), director of the Museum of Dairy Farming and Milk Production, and Mr. Keisuke Saito (left) from the Sales Planning Division at Snow Brand Megmilk Co., Ltd., who is in charge of "Soft Katsugen."

Katsugen was originally a what!?

Katsugen is a lactic acid drink, and its current official name is "Soft Katsugen." Its story begins all the way back in 1938.

So, how did it come to be?
We asked Mr. Saito of Snow Brand Megmilk.

"Snow Brand Megmilk's lactic acid drinks started in 1938 in Shanghai, when we supplied a lactic acid drink called 'Katsumoto' (活素) in response to a request from the military. 'Katsugen' was a new product launched in Hokkaido in 1956. It was named 'Snow Brand Katsugen' (活・源) by taking the first and last characters from the Japanese phrase 'katsuryoku no kyugen' (活力の給源), meaning 'source of vitality.'"

A poster from that time

The Katsugen of 1956 was sold in glass bottles with a distinctive yellow vinyl cap, not in paper cartons like today.

"In the early 1960s, 'Katsugen' was sold in Hokkaido and the Tohoku region, while other areas had drinks like 'Snow-lac,' 'Yoguru,' and 'Soft-lac.' In 1966, these were unified under the 'Snow-lac' brand. However, in the Hokkaido region, 'Katsugen,' which had established its own product supply and sales network, continued to be sold, and that continues to this day."

Katsugen and Snow-lac from the days they were sold in bottles

Then, in 1979, it was revamped into the paper carton 'Soft Katsugen' as a type that could be easily chugged, leading to its current form.

Soft Katsugen currently sold in Hokkaido

"Since Katsugen was originally sold in bottles, it was often enjoyed after a bath, like a 'post-bath treat.' It had three times the milk solids it has now, so its rich taste might have made it feel like a special reward."

The Evolution of Katsugen

Having become a long-selling product in Hokkaido, "Soft Katsugen" is also involved in various initiatives beyond its classic version.

Flavored Katsugen varieties sold over the years

"It might sound like a pun, but we wanted to support students in Hokkaido taking exams with the name 'Katsu (win) Gen (source),' so we release limited-edition packaging to cheer on students. Also, in 2016, an idea that 'it might be interesting to bring back the old Katsugen' led to the release of a product called 'Anokoro no Katsugen' (Katsugen of the Good Old Days). We reproduced the richness of the original with its higher milk solid content. It was very well-received by our customers."

The 2021 student support packaging

Anokoro no Katsugen (Katsugen of the Good Old Days)

Following the hit of 'Anokoro no Katsugen' in 2016, a limited-edition, richer-tasting Katsugen has been released every year.

"In 2020, we had the pleasure of working with your company (laughs) and released 'Katsugen Ajiwai Koime Rennyu Ichigo Fumi' (Katsugen Rich Taste Condensed Milk & Strawberry Flavor) in collaboration with 'Snow Miku,' a character that supports Hokkaido, and it was very popular. We should be able to share information about the new 2021 product soon."

Katsugen Rich Taste Condensed Milk & Strawberry Flavor

What on earth is "Katsugen Jinja Shrine"!?

And Katsugen's initiatives aren't limited to just products; they also have a rather unique project. Inside Snow Brand Megmilk's "Museum of Dairy Farming and Milk Production" in Naebo, Sapporo, which we visited for our interview (*currently closed as of January 12, 2021), there was a "Katsugen Jinja Shrine" dedicated to Katsugen. From here, we spoke with Mr. Sugaya, the director of the museum.

The "Museum of Dairy Farming and Milk Production" is unfortunately closed due to COVID-19 (*as of January 12, 2021)

"Because the name has the auspicious wordplay of 'Katsu-gen' (source of victory), it was actually already popular among students taking exams and athletes. To commemorate Katsugen's 50th anniversary, we established the 'Katsugen Jinja Shrine' in 2005. At the time, it was set up along the Sapporo factory tour route, and since the factory tour was part of the visit to the 'Museum of Dairy Farming and Milk Production,' only those who signed up for the tour could visit the shrine."

Katsugen Jinja Shrine. Honestly, I was surprised by how magnificent it was.

This is a proper shrine.

You can see the ema (votive plaques) hanging in the back.

Katsugen Jinja Shrine, where many people's wishes are entrusted.

The bottled Katsugen from its 1958 release was enshrined.

The Katsugen Jinja Shrine, which was once on the factory tour route, was later moved inside the "Museum of Dairy Farming and Milk Production," making it easier to visit (*currently closed as of January 12, 2021). This initiative has gone far beyond a simple pun, with a ceremony called a "Kinensai" being held. What is that all about?

"We started the 'Katsugen Jinja Shrine Prayer Festival for All Wishes' in 2017, and for the past two years, we've held events for the public, attracting several hundred people, including local residents and students. Unfortunately, due to the current situation, we can't have a large gathering in 2021. Instead, on everyone's behalf, we will pray for three things: for a swift end to the coronavirus, for students to pass their exams, and for athletes to win their matches—'Win against corona, win in exams, win in competitions.'"

A scene from a past "Katsugen Jinja Shrine Prayer Festival for All Wishes"

And actually, when I came for a meeting before, I think I saw another Katsugen Jinja Shrine. What was that about...?

"That would be the 'Traveling Katsugen Jinja Shrine.' (laughs) Originally, our company hosts the Snow Brand Megmilk Ski Jumping Competition every year. We thought we'd bring a shrine to the venue for the athletes to pray at before competing, so we created a smaller branch shrine. Besides the ski jumping competition, it also travels to hotels and supermarkets we work with, as well as various events, and it's been quite popular."

The traveling version of Katsugen Jinja Shrine (branch shrine). It's about two sizes smaller and is usually set up at the entrance of the Snow Brand Megmilk company building.

The 2021 "Katsugen Jinja Shrine Prayer Festival for All Wishes" was held in early January with only related personnel in attendance. A video of the ceremony is scheduled to be released on the official Snow Brand Megmilk website and YouTube channel around early February.

In Conclusion

While Katsugen is a familiar staple for those living in Hokkaido, learning about its history revealed so many things I didn't know! And the Katsugen Jinja Shrine, which I thought was just a playful project, has been a place where many people have come to make wishes due to the auspiciousness of its name.

When things settle down and you have a chance to visit Hokkaido again, or if you happen to see it outside of Hokkaido, be sure to pick one up and give it a try.