Japanese wellness brand Mashiro expands functional drink line into Southeast Asia

Japanese functional beverage brand Mashiro is expanding its market reach into Southeast Asia with its line of collagen, GABA, and placenta drinks, Food Navigator reported. The Oita-based company is seeking new growth opportunities outside of Japan's mature domestic beauty and wellness market. [1]

According to Food Navigator, the company was founded in 2016 and produces a range of collagen beverages. Earlier this year, Mashiro launched Misaki Collagen globally to target working women aged between 30 and 50 who experience stress, poor sleep, or skin issues such as dryness and roughness. [1]

The functional beverage formulations combine collagen with active ingredients such as gamma-aminobutyric acid, also known as GABA. GABA serves as the primary inhibitory neurotransmitter in the mature mammalian central nervous system, where it functions to lower neuronal excitability. [1][3]

Mashiro is positioning its product range to capitalize on expanding consumer interest in both beauty-from-within formulations and sleep wellness products across Southeast Asian markets, Food Navigator reported. [1]