Warm Water Wave The Rising Trend of SAYU Among Japan’s Youth

A Surprising Shift: Young Men’s Preference for Warm Water

Since 2022, there’s been a notable increase in young Japanese men favoring warm drinking water. A seemingly minor decision by McDonald’s Japan to discontinue hot tea led to an unexpected online debate about the availability of warm water, as many customers chose to drink the water without the accompanying tea bag. This public outcry prompted McDonald’s to reconsider and resume offering hot tea. A survey by Thermos Japan revealed that over half of the male respondents in their twenties preferred drinking warm water from a thermos, a trend not as prevalent among women of the same age group. This demographic has been dubbed the “Sayu-danshi” or “Warm Water Men.”

The SAYU Phenomenon: Its Origins and Health Benefits

SAYU, meaning boiled water in Japanese, is typically consumed at temperatures between 50°C and 60°C, slightly cooler than the usual 70°C for hot coffee. This temperature range is believed to promote digestion, blood circulation, and relaxation without being overly hot. The preparation of SAYU is straightforward, involving heating water to the desired temperature using a kettle or microwave. Many young Japanese prepare SAYU at night, storing it in a thermos…