Matsukiyo EX STRONG NEW SUN KING

Posted on June 13, 2021 | Last updated February 4, 2025

Matsukiyo EX STRONG NEW SUN KING
This is the Matsumoto Kiyoshi private brand energy drink, EX STRONG NEW SUN KING, released on June 11, 2021.

This energy drink features a high caffeine and high lactobacillus content, with a staggering 100 billion lactobacilli. With its unique color, I wonder what the taste will be like!?

Matsukiyo EX STRONG NEW SUN KING

Manufacturer	Matsumoto Kiyoshi
Country of Origin	Japan
Price	150 JPY
Flavor	Cola、Probioticdrink
Total rating	★★★☆☆

Author information Author: Energy Drink-kun

In 2001, while living in the United States, I encountered energy drinks through the dance scene and was deeply impressed. After returning to Japan, I found that energy drinks were considered novelty beverages, so I established a comprehensive website in 2013 to share the true appeal of energy drinks. As an energy drink enthusiast, I began drinking them seriously again, collecting over 7,000 varieties of energy drinks from various countries. I am also active as a critic and expert, receiving media interviews.

Flavor of Cola? No, It's Lactic Acid Bacteria Candy Flavor

The official press release stated that it's a cola flavor, but the scent is more like a cider? There's a faint cola gummy scent if you try hard enough, but it's not really cola-like at all.
Matsukiyo Energy Drink EX STRONG NEW SUN KING
The color is a smoky gray, like diluted ink, and it looks beautiful. Among the colorful energy drinks, there aren't many with this color, and it's personally one of my favorite shades. By the way, I think Rhinos Relaxation and Red Bull Blue Edition are also cool with their darker, faded color.

Now, let's try it. Upon sipping, you get the tangy taste of lactic acid bacteria, the light fizz of carbonation, a sweet cider-like taste, and a cola gummy? scent. It's not the cola flavor mentioned in the press release. No matter how hard you try to convince your tongue, it's hard to believe it's cola.

What flavor is it? Honestly, it's hard to describe... If I had to say, it would be a candy flavor with stronger lactic acid bacteria acidity.

In the past, Matsukiyo's energy drink series also had a lactic acid bacteria fruit flavor, "EX STRONG RUN & GUN," which tasted more like a lactic acid drink. This time, EX STRONG NEW SUN KING leaves you with a vague sense of drinking a carbonated beverage with acidity, without a clear flavor.

Energy Ingredients of Matsukiyo Energy Drink EX STRONG NEW SUN KING

Matsukiyo Energy Drink EX STRONG NEW SUN KING
It contains 162.5mg of caffeine, 500mg of arginine, 12.75mg of isoleucine, 75mg of carnitine, and 100 billion EC-12 lactic acid bacteria.

As usual, it contains a high amount of caffeine. With over 160mg of caffeine in a 250ml can, be careful not to consume too much, including coffee or green tea.

The new SUN KING was developed with the increasing awareness of health and body management, particularly with the growing market for lactic acid bacteria. Lactic acid bacteria-containing energy drinks, or those with flavors similar to them, are unique to Japan.

You can check out a list of lactic acid bacteria drink-style energy drinks here.

Design of Matsukiyo Energy Drink EX STRONG NEW SUN KING

The design is simple, with a blue and black combination and the "NEW SUN KING" label, typical of a private brand.
Matsukiyo Energy Drink EX STRONG NEW SUN KING
The name "NEW SUN KING" was likely created to convey the combination of lactic acid bacteria and the summer sun in a catchy way. Matsukiyo’s energy drink series often features product names that are fun and easy to understand, suggesting the company enjoys the creative process from the planning stage.

By the way, the slanted lines dividing the package color at a 19-degree angle are reportedly called the "Matsukiyo Slash" internally. The diagonal cut on Matsukiyo PB products is said to represent the company's desire to move forward with strength for the benefit of its customers.