Suntory Natural Water Launches “Cho-Bichiku” Project to Encourage Gradual Preparedness for Emergencies
Tokyo, Japan – August 21, 2025 – Suntory Food & Beverage International announced today the launch of its “Cho-Bichiku” (meaning “little by little preparedness”) project, commencing on Friday, August 22nd. This initiative, timed ahead of September’s Disaster Preparedness Month, aims to empower individuals and households to build their emergency preparedness by starting with small, manageable steps in their daily lives.
The “Cho-Bichiku” project, spearheaded by the popular Suntory Natural Water brand, champions the philosophy that robust disaster readiness can be achieved through consistent, incremental actions. Recognizing that large-scale preparations can often feel overwhelming, the project focuses on integrating preparedness into everyday routines, encouraging a mindset of “doing what you can, little by little, always.”
The core message of the “Cho-Bichiku” project is to demystify disaster preparedness and make it accessible to everyone. Instead of focusing on extensive, one-time efforts, the project promotes the idea of accumulating small reserves and developing simple habits that can significantly enhance one’s ability to cope during unforeseen events.
A key component of this campaign will be highlighting the versatility and enduring value of products like Suntory Natural Water. In times of emergency, access to clean drinking water is paramount. By encouraging consumers to keep a small stock of bottled water readily available, the project emphasizes a practical and achievable first step towards personal preparedness.
Suntory intends to leverage various channels to communicate the “Cho-Bichiku” message, including digital content, social media campaigns, and potentially in-store promotions. The goal is to provide practical tips, actionable advice, and inspirational stories that demonstrate how easily individuals can incorporate preparedness into their lives. This might include simple suggestions such as:
- Staggered Purchases: Buying an extra bottle of water or a non-perishable food item with each grocery trip.
- Designated Storage: Setting aside a small, easily accessible space for emergency supplies.
- Routine Checks: Periodically reviewing and rotating stored items to ensure freshness and usability.
- Family Discussions: Engaging in conversations with family members about emergency plans and responsibilities.
The “Cho-Bichiku” project signifies Suntory’s commitment to supporting societal well-being and resilience. By fostering a culture of continuous, small-scale preparedness, the company hopes to contribute to a more secure and confident society, capable of facing emergencies with greater peace of mind. The project’s emphasis on “always doing what you can, little by little” is designed to be a sustainable approach to disaster readiness, empowering individuals to take proactive steps without feeling burdened.
もしもの備えは「できることを、いつもを、ちょっとずつ」始めることから 9月の防災月間に先立ち8月22日（金）よりサントリー天然水「ちょ備蓄」プロジェクト始動
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サントリー食品インターナショナル published ‘もしもの備えは「できることを、いつもを、ちょっとずつ」始めることから 9月の防災月間に先立ち8月22日（金）よりサントリー天然水「ちょ備蓄」プロジェクト始動’ at 2025-08-21 15:00. Please write a detailed article about this news in a polite tone with relevant information. Please reply in English with the article only.