Katsugen is a drink that everyone in Hokkaido knows! But for those who have no connection to Hokkaido, there is a drink that makes them wonder, "What is that?" It's "Katsugen"... Katsugen continues to be loved by the people of Hokkaido and continues to evolve as a long-selling product. It is now a common sight to see it in supermarkets and convenience stores across Hokkaido, but surprisingly few people know how it became the staple product beloved by Hokkaido residents today. So, the Domingo editorial team went to Megmilk Snow Brand Co., Ltd.! We asked the person in charge about the secrets of Katsugen.

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

Katsugen was originally...?

Katsugen is a lactic acid bacteria drink, and its official name today is "Soft Katsugen." Its origins date back to 1938. How did it come about in the first place? We spoke to Mr. Saito of Snow Brand Megmilk Products. "Snow Brand Megmilk's lactobacillus beverages began in 1938 in response to a request from the military, when they began supplying the lactobacillus beverage 'Katsumoto' in Shanghai. 'Katsugen' was a new product launched in Hokkaido in 1956, and was named after the first and last letters of the phrase 'source of vitality'.

Poster from that time

In 1956, Katsugen was sold not in the paper cartons that it is today, but in bottles with a distinctive yellow vinyl lid. "In the early 1960s, lactic acid bacteria drinks were sold under the name 'Katsugen' in Hokkaido and Tohoku, and 'Snow Luck', 'Yogur' and 'Soft Luck' in other regions, but in 1966 they were unified under 'Snow Luck.' However, in Hokkaido, 'Katsugen', which had built its own product supply and sales network, continued to be sold, and has continued to be so to this day."

Katsugen and Snow Luck when they were sold in bottles

In 1979, it was renewed as "Soft Katsugen" in a paper carton for easy drinking, and has continued to be in its current form.

Soft Katsugen currently on sale in Hokkaido

"Katsugen was originally sold in a bottle, so people would put it in a bottle after taking a bath and it was familiar to them as a 'bath treat.' It had three times the milk solids of today, so the rich flavor may have made it feel like a 'reward.'"

The evolution of Katsugen

"Soft Katsugen" has become a long-selling product in Hokkaido, but the company is also working on various other initiatives in addition to the standard product.

Flavored Katsugen that have been sold so far

"It may seem like a joke, but as 'Katsu (Win) Gen (Source)' we want to support students taking exams in Hokkaido, so we offer seasonal packages to support students taking exams. Also, in 2016, we were inspired by a suggestion that 'it would be interesting to try selling the Katsugen of the past,' so we launched a product called 'Katsugen of those days.' We recreated the richness of the product by using the milk solids of that time, and it was very well received by our customers."

2021 Exam Candidate Support Package

Katsugen back then

Since the success of "Anokoro no Katsugen" in 2016, they have been releasing stronger tasting Katsugen for a limited time every year. "In 2020, we were also indebted to your company (laughs). We released the "Katsugen Rich Condensed Milk Strawberry Flavor" in collaboration with the Hokkaido character "Snow Miku," which was well received. We will be able to share information about our new products for 2021 soon."

Katsugen Rich flavor Condensed milk strawberry flavor

What on earth is "Katsugen Shrine"?

And Katsugen doesn't just sell products, they also have some unusual initiatives. We visited Snow Brand Megmilk's Dairy Farming and Milk History Museum in Naebo, Sapporo (currently closed as of January 12, 2021), where we found Katsugen Shrine, which enshrines Katsugen. From here, we spoke with Mr. Sugaya, the museum director, about the history of dairy farming and milk.

Unfortunately, the Dairy and Milk History Museum is currently closed (as of January 12, 2021) due to the effects of COVID-19.

"Because the product's name sounds like 'Katsugen' (the source of victory), it was originally popular with students preparing for exams and athletes, so in 2005 we established the Katsugen Shrine to commemorate 50 years of Katsugen sales. At the time, it was located on the tour route of the Sapporo Factory, and the factory tour was also part of the tour of the Dairy Farming and Milk History Museum, so only those who applied for the tour could visit the shrine."

Katsugen Shrine. It was more impressive than I had imagined, and I was honestly surprised.

This is already a magnificent shrine

You can see votive plaques hanging in the back

Katsugen Shrine, where the wishes of many people are fulfilled

A bottle of Katsugen from when it was released in 1958 is enshrined here.

At the time, it was located on the route for factory tours, but it was later relocated inside the Dairy Farming and Milk History Museum, where it is now possible to casually visit (currently closed as of January 12, 2021). Their efforts have now gone far beyond the realm of humor, and it seems that they even hold a "prayer festival," but what exactly is that? "The Katsugen Shrine Prayer Festival for the Fulfillment of Wishes began in 2017, and for the past two years we have also held events for customers, with hundreds of people attending, including local residents and students taking exams. Unfortunately, due to the current circumstances in 2021, we will not be able to welcome as many people as we would like to pray on your behalf for three things: a speedy end to the coronavirus pandemic, students taking exams to pass their exams, and athletes to win their games. We would like to pray for three things on your behalf: 'Win against the coronavirus, win the exams, and win the competition.'"

A past "Katsugen Shrine Wish Fulfillment Prayer Festival"

And actually, I think I saw a different Katsugen Shrine when I came here for a meeting previously, but I wonder what that was...? "Actually, we have something called a 'Mobile Katsugen Shrine,' so that's it (laughs). Originally, our company hosts the Snow Brand Megmilk Ski Jumping Championships every year, and we thought it would be nice to bring the shrine to the venue and have the athletes visit it before the competition, so we created a smaller branch shrine. Apart from ski jumping competitions, we also visit hotels and supermarkets that we have relationships with, as well as various events, and it has been very well received."

A traveling version of Katsugen Shrine (branch shrine). It is about two sizes smaller and is usually installed at the entrance to the Snow Brand Megmilk Company.

The 2021 Katsugen Shrine Prayer Festival for the Fulfillment of Wishes will be held in early January with only those involved in attendance, and the event will be streamed on the Snow Brand Megmilk Company's official website and official YouTube channel around the beginning of February.

lastly

Katsugen is a familiar name to those living in Hokkaido, but when you ask about its history, there are many things you don't know! And Katsugen Shrine, which I thought was a playful endeavor, has been visited by many people to make prayers because of the auspicious meaning of its name. When the coronavirus situation calms down and you have the opportunity to come to Hokkaido again, or if you see it outside of Hokkaido, be sure to pick it up and give it a try.