Coffee or tea? Neither. BISA's April Dream makes herbal tea the "third option" a common choice.

Our company supports April Dream, an initiative to make April 1st a day to share dreams. This press release is a dream of BISA Co., Ltd. Are you able to choose a drink that suits you that day? Coffee, tea, and cafe culture have spread, and our lives seem richer at first glance. However, we often unconsciously choose our usual drink, regardless of our mood or physical condition that day. In our busy lives, there are many situations where we simply make a choice without much thought, rather than actively deciding what to choose. Drinks should inherently be freer. We believe they should be something you can naturally choose to suit your current self. Herbal tea is not just a luxury item. It's about feeling the aroma, feeling the temperature, and regaining your breath. It is an act of returning to oneself, a time to reset daily life. BISA Co., Ltd. regards this time as "mental infrastructure." Mental infrastructure refers to the time and habits for returning to oneself, unaffected by busyness or environment. It is not for special people but a necessary foundation for everyone. "Good for the body" is no longer enough to be chosen. BISA Co., Ltd. has previously proposed herbal tea as a beautiful and sophisticated "desirable choice" through department store expansions, corporate collaborations, and product development tailored to spaces and scenes. This is not merely a health-conscious approach but an experiential value that includes aroma, quality of time, and harmony with the space. It's not "because it's good for the body," but "because I want to be the kind of person who chooses this." Furthermore, through pop-up stores and spatial proposals, we have repeatedly designed experiences that engage the five senses, expanding the possibilities of a new value: "time for self-care." To make herbal tea something chosen by sensibility. BISA Co., Ltd. has redefined its value. Even in extreme environments, people seek "humanity." This value is not limited to daily life. Even in extreme environments, people seek "humanity." This value remains unchanged not only in normal times but also in emergencies such as disasters or unstable situations. In restricted environments, touching a warm drink or scent can be a trigger to regain a sense of security and calm. So, why space? We are currently challenging the development of Japanese space food as an initiative to extend this value not only on Earth but also into space. Even in the extreme environment of zero gravity, time for people to be themselves is necessary. It is also a time to regain human senses that cannot be satisfied by nutrition or function alone. Daily life, emergencies, and space. Even if the environment differs, the essence of people needing the act of "self-care" does not change. It is a value that is tested precisely in the harshest environments. It is because of the sensibility and achievements cultivated through these accumulated experiences that we are facing this challenge. The value cultivated in daily life is applicable even when the environment changes. Based on this conviction, BISA Co., Ltd. believes in this possibility and continues to take on challenges. Until it becomes a culture, not just an option. BISA Co., Ltd. will spread herbal tea as a common option alongside coffee and tea. And we will nurture the culture of "self-care," as a habit of returning to one's state and regaining mental and temporal space, making it something everyone can naturally choose. Towards a society where choosing a drink becomes a choice for self-care. We will realize that future.