Suntory Launches “Chobichiku” Project for Disaster Preparedness, Encouraging Gradual, Everyday Accumulation
Tokyo, Japan – August 21, 2025 – In anticipation of September’s Disaster Preparedness Month, Suntory Beverage & Food Limited announced today the launch of its “Chobichiku” (a portmanteau of “chotto” meaning “a little” and “bichiku” meaning “stockpiling”) project. Beginning August 22nd, this initiative aims to encourage individuals and households to build their disaster preparedness supplies through small, consistent efforts made in their daily lives.
The “Chobichiku” project underscores a philosophy that disaster preparedness should not be a daunting, one-time task, but rather an achievable habit cultivated through small, incremental actions. The campaign emphasizes that even minor preparations, when accumulated over time, can significantly enhance one’s readiness for unforeseen events.
This thoughtful approach recognizes that the idea of a large-scale, immediate stockpile can feel overwhelming for many. By promoting a “little by little” strategy, Suntory hopes to lower the barrier to entry for disaster preparedness, making it more accessible and less intimidating for a wider audience. The project encourages consumers to start by setting aside a small quantity of essential items regularly, integrating this practice seamlessly into their routines.
As part of the “Chobichiku” project, Suntory’s popular Suntory Tennensui (Natural Water) will play a central role. The brand, known for its commitment to natural quality and accessibility, will serve as a tangible example of how everyday consumables can contribute to a well-prepared household. Consumers will be encouraged to gradually build a reserve of Suntory Tennensui, along with other non-perishable food items and essential supplies, as part of their ongoing efforts.
The campaign will likely feature educational content, tips, and perhaps even collaborative initiatives to guide consumers on how to effectively implement the “Chobichiku” approach. The emphasis will be on practical, easy-to-follow advice that empowers individuals to take control of their preparedness in a sustainable manner.
By initiating this project in late August, Suntory aims to provide ample opportunity for individuals to engage with the concept and begin their preparations before the designated Disaster Preparedness Month in September. This proactive timing allows for a more meaningful and impactful adoption of disaster readiness habits.
The launch of the “Chobichiku” project by Suntory reflects a growing societal awareness of the importance of disaster preparedness and a thoughtful response to the practical challenges faced by many in undertaking such preparations. The company’s commitment to encouraging gradual, consistent action offers a refreshing and achievable path towards building resilient communities.
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 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.