Japanese packaging makes basic day-to-day necessities a convenient and enjoyable experience, just by unboxing them. With an emphasis on consumer-first philosophies, plus the unique designs & look, the packaging is as much a part of the product as the contents inside. In Japan, packaging is seen as a form of art and innovation, with brands constantly experimenting with new ways to improve not just the product, but the entire act of interacting with it.
From puddings to soy sauces and even soap refills, the amount of quality of life these products have is quite astonishing, that it has made people all over the globe think: “Yeah, why don’t we have that in our country?”.
In this article:
- The Quirks of Japanese Packaging
- How Japanese Packaging Is Guided by Consumer-Friendly Regulations
- Standouts of Japanese Packaging That Should Be Global-Standard
- Why So Much Plastic, Though?
- The Bottom Line on Japanese Packaging
The Quirks of Japanese Packaging
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The differences are not always noticeable compared to non-Japanese packaging (other than the text and language, of course). But if you have personally inspected or used Japanese products before, you’ll surely notice those minor but vital details: the occasional notches, marks, and detachable parts that differentiate them. These small features are meant for practical purposes and make simple actions like eating, pouring, and disposal even more effortless.
Thanks to them, unboxing becomes a satisfying process because everything just works—liquids never spill, sachets rip open easily, and labels come off without a hassle. These thoughtful design elements make even cheap snacks from the konbini feel like a well-thought-out luxury.
Admittedly, the quality snacks and cute graphics/styling on the labels definitely help boost the appeal of Japanese products—like, have you seen KitKat’s Shinkansen & Fuji-shaped chocolate boxes? They’re pretty cool, and I’d want them for myself too, if they weren’t limited-edition! But I digress. Nevertheless, I argue that it’s the packaging’s unique quirks and high practicality that got people paying attention. Japan’s love for cute and practical novelties has won them awards, and has even inspired their own packaging contest! (They also run stationery awards, if you’re curious).
How Japanese Packaging Is Guided by Consumer-Friendly Regulations
Underneath all this fantastic Japanese packaging is a hidden pursuit of creating the absolute-best consumer experience. But in truth, some simply do not wish to disappoint consumers and potentially tarnish the brand’s reputation. While some go way & beyond in creating quality-of-life features, others adhere to the packaging rules meant to protect the consumer and innovate from there. Here are a few Japanese packaging examples that best illustrate the regulations they follow:
Fruit Juice Percentage
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Only pure 100% juice can use a realistic cross-section of the fruit, while 5% to less than 100% can use an illustration or realistic image of the whole fruit but not a version that’s cut open. This rule may only be specific to juice cartons, but it helps prevent misleading consumers from buying the wrong drink. “Juice” beverages with less than 5% juice are completely forbidden in showing any fruit imagery!
Differences Between Conditioner vs Shampoo
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It often happens that conditioners and shampoos from the same brand are mistaken for each other. Consumers have to pick up one of the twin bottles and see if the little text says “conditioner” or “shampoo.” But in Japan, things are a bit different! Well, first and foremost, conditioners are often labeled as “treatment” instead. But also secondly, to distinguish between the two, shampoo bottles have elevated lines along the sides and on top of the pump, whereas conditioners don’t. This also helps the visually impaired to tell apart between the identical bottles. Shampoo bottles often are also a little transparent.
Size Accuracy
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When it comes to food packaging, displaying the actual product itself is probably a no-brainer, and this rule applies almost everywhere. However, what’s different in Japan is that the size of the image printed on the label also has to be picture-perfect and accurate to the real thing! Take out any chips, Pocky sticks, gummies, or chocolate bits, compare them to the images on the packaging, and you’ll see just how precise to scale they are! You can try this with any snack in Japan, with some even proudly showing the exact measurements, just like the Jagariko above! Did you also notice the sneaky mushroom in the middle of the chocolate’s packaging?
To be frank, this one isn’t a stipulated rule and more like an industry standard, and I did find a few snacks that did not follow this.
Easy-to-Recycle Packaging
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PET Bottles in Japan have very easy-to-rip labels for ease of separating garbage. Just pull from the designated mark, and the label will peel off smooth-sailing. Some companies are even trying out label-free bottles! This is a whole different experience to bottles in my home country, where labels are stubborn and won’t come off cleanly, often leaving torn paper and sticky residue on the bottle.
When it comes to milk cartons, recycling them is a hassle because of the plastic spouts, you have to forcibly rip them out. However, this differs from the 1L Kikkoman Soy Milk, where the spout is separate! When drinking, you grab the spout and stab it into the drinking hole, then when you’re finished, you can separate them just as easily as if it’s a straw!
Switching Away From Plastic (Sorta)
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Many companies like KitKat are switching to less plastic packaging, due to increasing customer sentiment against using plastic for packaging. KitKat’s chocolate packaging now uses paper bags, which doubles as origami paper! Don’t get too excited, though, as the individual chocolates inside are still wrapped in plastic wrappings anyway. Opening the KitKat bag for the first time left me confused about this inconsistent decision.
Most milk cartons in Japan have also lost much of their plastic add-ons, like straws and spouts, technically making them even more environmentally conscious than the previously-covered Kikkoman Soy Milk. To drink, you open it from the marked side, which you can then pour from, or even sip directly.
Standouts of Japanese Packaging That Should Be Global-Standard
This list covers all the ground-breaking Japanese packaging that goes above & beyond; those born from constant inventions and new patents, and which should be applied universally outside Japan.
Anti-Oxidation Shoyu Bottle
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Shoyu, or soy sauce, is a staple in Japanese cuisine, yet preserving its quality has been a challenge. You’ll inevitably have to open the bottle to pour out the sauce, and when that happens the shoyu is exposed to air which leads to oxidation, slowly reducing its freshness and flavor.
To counteract this, Kikkoman invented and patented the anti-oxidation bottle—a layered, airtight bottle design that keeps the shoyu fresh for 90 whole days. So even after the bottle is opened, the soy sauce won’t oxidize! This design also allows for controlled pouring, releasing only a tiny dripping amount instead of flooding the bowl with sauce. This design also caught the attention of The Good Design Awards and received an award in 2012.
The Legendary Cup Noodles
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Nissin’s Cup Noodles is revolutionary, to say the least. It’s the grandfather of instant noodles, dating all the way back to 1958 as an easy and affordable food source during WWII. Cup Noodles is one of the few early standouts in Japanese packaging, with its design allowing for instant cooking of noodles within its own container in just two minutes—simply by adding boiled water. This is a design that has certainly became global standard, as it has spread to over 100 countries. The history of this product has been recorded and honored at the Cup Noodles Museum over in Yokohama.
However, nowadays, there have been many recent iterations on the lid that haven’t caught on by the rest of the world. In Japan exclusively, Cup Noodles used to have tape at the bottom, which you could use to seal the lid tight when cooking. But they ultimately stopped it to reduce plastic waste—and whaddya know eliminating this small piece of plastic has contributed to erasing 41 tons of plastic! So now, they changed the lid design to have two flaps to lock into the cup. It’s a more environmentally-friendly version, even if it doesn’t shut as tight.
2-in-1 Ketchup & Mustard Packets
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If you’ve ever bought corndogs or sausages from 7-Eleven, you’re probably familiar with the 2-in-1 ketchup and mustard packets that come with your snack. This small packet dispenses the right amount of both condiments—easily, too—just by squeezing it. It’s fairly intuitive to use, but still be careful, as it sometimes bursts out a bit of ketchup when you first open it!
Pucchin Pudding Notch
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Glico’s Pucchin Pudding is a nostalgic childhood dessert for many—both locals and tourists alike. But you might find it strange that the pudding is upside down, with the caramel syrup at the bottom. Well, this is intentional! You’re meant to plop it onto a plate instead of eating it straight from the cup. This chilled pudding has a small notch on the bottom, and when you pull it inward, it releases air, allowing the pudding to slide out smoothly—this is the “Pucchin” feature!
Non-Sticky Yogurt Lid
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Meiji Bulgaria Yogurt comes with a non-stick lid. Meaning, if you try to pour yogurt onto it, the liquid will simply slide off without leaving any gooey trace. So why was this design introduced? Well, the non-stick lid was created so consumers no longer have to lick off any leftover yogurt stuck to the lid, ensuring that all the yogurt stays in the cup. It might be a shame for some people, though, as licking the lid is part of the fun.
Hooked Refill Bags
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Living in Japan, I’ve come to appreciate the refill bags for my body soap, shampoo, and conditioners—they’re a blessing! Okay I realize I’m exaggerating a little, but I am just absolutely grateful for the hooked refill bags in Japan. They completely prevent spillage (otherwise due to my own clumsiness). These bags tear open easily, and thanks to the hook, they lock securely into the bottle’s mouth, ensuring that it stays in place and the liquid goes in smoothly.
Easy-Rip Food Saran Wrap
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The Saran Wrap is an easy and convenient food wrapper that comes in a somewhat familiar yet clever packaging. You know how tape dispensers have those serrated teeth at the edge to cut the tape? The same principle is applied here; the box has those razors too! Don’t worry, they’re not sharp enough to cut your hand. Just pull the wrap and cut it by clamping—or “chomping”—down with the box’s mouth.
Why So Much Plastic, Though?
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Now, I did say that the features and conveniences brought on by Japanese packaging should be applied everywhere else. However, I don’t include Japan’s habit of using too much plastic to other countries as well. Afterall, Japan is the same country that wraps bananas in plastic!
Why is this the case? Why research and make new innovative, sustainable packaging but nullify it with plastic all the same? The answer to that paradoxically follows the same consumer-first philosophy on creating the best consumer experience, this time focusing on maintaining hygiene, or at least a perceived cleanliness—despite consumer wants on less plastic. This way of packaging was a leftover habit from the 80s since the Glico-Morinaga case where food products were tampered with, exacerbated again by the recent pandemic a few years ago. Plastic signals that the food is untouched during production and that the product solely belongs to your hands.
That said, there are some reassuring developments. For one, Japan’s recycling laws are excellent, ensuring waste is properly separated and processed correctly to minimize environmental impact. Secondly, the Japanese packaging I’ve listed are attempts at a change made by companies that are now realizing their role in sustainability. These packaging are symbols of unwinding decades of old bad (plastic) habits, albeit imperfect—but still in the right sentiment.
The Bottom Line on Japanese Packaging
Japanese packaging is almost the epitome of a perfect consumer-first product. All of its features are not purposeless and are there to serve as extra convenience for both consumption and disposal. While the excessive use of plastic holds it back from perfection, there are good signs that change for the better is afoot. These packaging innovations are, in a sense, a symbol of societal progress towards becoming more environmentally conscious.
Related articles:
- Going Green: 4 Japanese Phrases to Help Reduce Plastic Waste
- Japanese Chocolate Snacks: Win With Kit-Kat!
- Japanese Stationery: Eco-Friendly & Award-Winning Ingenuity
- Cup Noodles Museum Yokohama: Anything But A Regular Museum
Featured image credit: Bycroft Boy (Flickr)
