South Korea makes protein powder fashionable in Japan

Cute, disposable packaging wins over teenage girls and K-beauty buyers

South Korean companies have come up with a new way to sell protein power -- put it in disposable, one-serving pouches that are easy to lug to the office or gym. (Photo by Moe Saito)

MOE SAITO, Nikkei staff writer

August 11, 2024 12:00 JST

TOKYO -- South Korean protein powder is catching on in Japan due to its packaging (single-serve pouches), convenience (add water, drink, throw away pouch) and attractive design (web comic characters adorn some pouches).

The pouches are easy to take to work or the gym and obviate the need to wash a shaker cup.