[Maniac Commentary] The history and all varieties of Monster Energy in Japan

History of Monster Energy's First Arrival in Japan

Imported from the United States and released in Japan, the original, Khaos, and Ab Zero were the first varieties. As the name suggests, this marked the 'arrival in Japan.' The Japanese Monster Energy story began in an interesting situation where the product transitioned from being "made in America" to "domestic production."

Original and Khaos Arrive in Japan

First, on May 8, 2012, the original and Khaos were released. At that time, products imported from the United States still contained a blend of energy ingredients unique to Japan. Khaos had a high fruit juice content of 50%, offering an excellent drinking experience, but its flavor was somewhat polarizing.

At the time of launch, the sales target for the original and Khaos was set at 1 million cases per year.

Ab Zero, with a Different Design from the U.S., is Released

Next, on May 7, 2013, Absolutely Zero, commonly known as Ab Zero, was released. The addition of Ab Zero helped the product feel more like a typical energy drink. Up until then, only two flavors had been available. For major energy drink brands, having a variety of flavors is ideal.

At this point, the initial goal of 1 million cases per year for Monster Energy in Japan was revised to 2.4 million cases annually with the addition of Ab Zero, marking a significant increase. This period coincided with a sharp rise in the energy drink boom.

In 2013, Monster Energy sold 2.37 million cases, which, although falling short of the target, showed the immense popularity of energy drinks, especially considering the high price of 200 yen for a carbonated beverage. Following this, many other companies tried to enter the market but ultimately disappeared without success.

In 2014, Monster Energy Japan Starts Shifting Towards a Unique Japanese Approach

One Year After Ab Zero, the M3 is Released

On July 1, 2014, one year after the release of Ab Zero, the glass bottle M3 was released. The M3 was exclusively sold in the U.S. and Japan. Its strength was that it offered almost the same energy blend as the original in a smaller amount, but many Monster Energy fans preferred larger sizes, and with a price of around 200 yen, the M3 was expected to struggle to gain popularity.

The design was changed over time, with the initial design being discontinued in favor of a new label. Though some sports enthusiasts drank it regularly before exercise due to its smaller size and energy blend, the product did not achieve consistent sales, and it was often sold off at a discount.

Coffee Monster Becomes a Sensation Across Japan

On October 7, 2014, Monster Energy's coffee-flavored variant, Coffee Monster, was suddenly released. At the time, Drin-kun, who was in LA, immediately updated the news, and an unprecedented wave of SNS sharing followed. Other sites also shared the news, and it quickly became a topic of discussion across Japan, with people expressing surprise at the idea of a coffee-flavored energy drink.

At that time, coffee-flavored energy drinks were almost unheard of, and there had been previous failed products, such as carbonated coffee, which caused doubts. While the flavor was good, the high price of 200 yen for a 250ml can led to poor sales, and the product eventually ended up being sold at a significant discount. Additionally, it was released just three months after the M3, and despite a strong launch, it ended within a year, which was disappointing.

In 2015, Monster Energy Japan Approaches an Overseas Strategy

The Long-Awaited Release of Ultra!

On July 21, 2015, the Ultra, which had rewritten the history of zero-calorie drinks, was finally released in Japan. The can design was identical to the American version, making it a highly satisfying release. The flavor was slightly different from the American version, but still a high-quality blend with a refreshing feel. In terms of satisfaction, however, the American version was slightly better.

To celebrate the release, a campaign offering large numbers of cases was held, and it became a big topic not only among fans but also among the general public. Ultra was so popular that it rarely appeared on discount shelves, and when it did, it sold out within minutes.

Khaos Gets a Juice Monster Design Overhaul

In the U.S., Khaos and M-80 were rebranded as part of the Juice Monster series, with a new can design. In Japan, this design overhaul was planned, and on May 17, 2016, the Juice Monster design for Khaos was released.

Although it was disappointing that Khaos did not become part of the Juice Monster series, as it remained a standalone product, the new design certainly made it stand out more on store shelves. To commemorate the release, a campaign was held with a chance to win a case of the product.

In Japan, Monster Energy frequently conducts large-scale giveaways, but it rarely distributes to large numbers of people, which is a missed opportunity. It might be more effective, like Red Bull, to give away several cans in a commemorative box to a large audience, generating more SNS buzz.

In 2016, although there was a label redesign for M3 on April 16, there were no major new product launches, making it a relatively quiet year.

Ab Zero Also Gets a New Design Similar to the U.S. Version

Ab Zero, which had already been redesigned in the U.S., received a new Japanese design similar to the American version in April 2017. This made it even more noticeable on store shelves, just like Khaos.

Monster Energy Rossi Limited Edition Released in 2017

On June 27, 2017, Monster Energy Rossi, the first release in Asia, was launched in Japan. This marked the first time it was available in a 355ml size. While it had previously only been available in Europe, its release in Japan was a shock.

It was sold as a limited edition, leading many to purchase it in bulk. However, by 2018, the product remained on store shelves, and its price was discounted to nearly half price, sparking doubts about whether it was truly a limited edition.

In 2018, Monster Energy Japan Strengthens Its Unique Japanese Strategy

In 2018, Monster Energy focused on developing products exclusive to Japan, including the release of Cuba Libre and the 473ml bottle can with a cap.

Japanese-Exclusive Flavor, Cuba Libre, Released

In 2018, just when people were expecting new juice-flavored products, Monster Energy unexpectedly released Cuba Libre, a flavor exclusive to Japan. This was not a limited-time or limited-quantity release, but a permanent addition to their lineup.

In the U.S., a similar product, Cuba Lima, had been discontinued in 2014, so it was surprising that Monster Energy Japan decided to make Cuba Libre a regular product, given its relatively short lifespan in the U.S.

With a cola flavor enhanced by lime, the taste was unique. Personally, I found it best when served ice-cold with lots of ice.

473ml Bottle Can Released in Limited Quantities

In 2018, a large 473ml bottle can with a cap was released, offering the original flavor. While the 16oz size, similar to that in the U.S., was perfect for people who enjoy large quantities of Monster, the 320 yen price made it less practical for daily consumption.

In 2019, a Turning Point in Monster Energy's History in Japan

Pipeline Punch Released on April 23, 2019

On April 23, 2019, one of the most popular juice-flavored Monster Energy drinks, Pipeline Punch, was released in Japan. After being available in the U.S., Canada, Europe, and Oceania, Pipeline Punch's release in Japan signaled a step toward greater global integration for the brand.

Pipeline Punch's tropical fruit flavor was widely loved, making it appealing to nearly everyone. This was the flavor most requested by fans during the 2017 Monster Energy new product campaign, and it was heartening to see that their demand was heard.

M3 Released in Cans for Vending Machines

On the same day, April 23, M3 was also released in cans exclusively for vending machines. It was rare that a product like M3, which had been discontinued in the U.S., survived in Japan for so long. The shift to cans, however, marked a unique moment for Japan’s Monster Energy products.

Pipeline Punch Discontinued Due to Overwhelming Demand

Pipeline Punch Sold Out Early Due to High Demand
As reported on May 22, 2019, Pipeline Punch sold out after just one month due to unexpectedly high sales. After an inquiry to Asahi Drinks, it was revealed that production had ceased, and the product was temporarily discontinued.

In 2020, Monster Energy Reaches the Top Market Share in Japan

Pipeline Punch Resumes Sales on March 3, 2020

Pipeline Punch Resumes Sales on March 3, 2020
After nearly a year since its discontinuation, Pipeline Punch was finally back on shelves in March 2020. This marked a significant change in the direction of Monster Energy in Japan.

Ultra Paradise Released on June 30, 2020

After the success of Pipeline Punch, Ultra Paradise, part of the Ultra series, was released. Its flavor was slightly adjusted for the Japanese market, making it another popular addition.

Monster Energy Becomes Japan's No.1 Energy Drink in 2019

Monster Energy Becomes Japan's No.1 Energy Drink
By 2019, Monster Energy had firmly established itself as Japan's most popular energy drink, surpassing other brands like Red Bull.