Jool Infinite enters Thailand’s premium mineral water market, launching “Eminers” – a high-quality, pure natural onsen mineral water product sourced exclusively from Nara City, Japan. Targeting health-conscious consumers and extreme sports enthusiasts, Eminers boasts an outstanding taste and aims to create a word-of-mouth phenomenon. This rare, premium onsen mineral water from Japan promises exceptional quality. Jool Infinite is poised to sign a contract appointing Rodtang Jitmuangnon, the ONE Flyweight Muay Thai World Champion, as the brand’s first presenter.

• – Go Wholesale plans to build a branch in the “Rangsit” area
• – ‘FANTA’ Celebrates Year-End in a Twisty

Mr. Chanase Rattakunshorn, CEO of JOOL Infinite (Thailand) Co., Ltd., said, “Japan is renowned for its onsen mineral water; however, not all sources are suitable for drinking. Eminers is sourced from one of Japan’s rare, pure springs ideal for consumption. We can produce only 8 million bottles annually. Due to its purity, Japanese people often use this type of mineral water to enhance the flavor of sake and other liquors, or even in cooking rice.

Onsen mineral water’s value extends beyond a mere consumer product; it’s deeply ingrained in Japanese culture, passed down through generations.

While Thailand offers a variety of mineral water brands from different countries, competition is inevitable. I am confident Eminers’ top-quality onsen mineral water from Japan will create a word-of-mouth phenomenon. Its unique ability to quickly alleviate fatigue will be evident to anyone who tries it.

Our marketing strategy centers on encouraging people to sample Eminers – to experience firsthand the difference it makes compared to other mineral waters. While advertising can raise awareness, nothing replaces personally experiencing the benefits of a high-quality mineral water.”

I personally tried this water with my family. When we’re tired, drinking it helps us recover faster. If you have a cold or fever, you might not be certain about its effects at first, but I’ve noticed I sweat more after drinking it. This reduces the feeling of fatigue. Of course, consistent use is necessary to see noticeable results; one bottle won’t make a huge difference.

As more people continue to drink it, I’m confident they’ll recognize its effectiveness and spread the word. This happened in Japan, where we launched last September. Word-of-mouth about the benefits of high-quality mineral water has driven sales in restaurants. Many famous chefs use it to enhance their food’s flavor, and restaurants often serve it as their standard water.

Our marketing strategy in Thailand will mirror our successful approach in Japan. We’ll emphasize the product’s Japanese origin and position it as a premium brand within renowned Japanese restaurants in Bangkok and surrounding areas. Once consumers understand how Japanese mineral water differs from other available brands, we’ll expand distribution through retailers, malls, and online channels.

In addition to launching the Japanese onsen mineral water brand “Eminers,” we’re unveiling our first brand presenter: “Rotang Jitmuangnon,” a world-champion Thai boxer. He’ll share his experience drinking Eminers for almost a year, focusing on communicating the health benefits more clearly.

Opportunities in the Thai Market

We see potential for premium mineral water within the Thai market. The increasing number of international restaurants demonstrates a demand for high-quality drinking water to complement their cuisine. Additionally, Thai consumers have a strong affinity for onsen, yet onsen mineral water remains unavailable in Thailand.

Eminers fills this gap as the first brand to offer premium onsen mineral water from Nara City, the birthplace of modern Japan. This unique onsen, certified by a reputable Japanese institution, is the only drinkable onsen within the city.

Rare and Exceptional Source

Eminers’ source is extraordinary. Unlike typical mineral water sources found at depths of 1,600 meters, the Kotohoki hot spring was discovered at a mere 219 meters. Remarkably, this onsen mineral water requires no filtration, ensuring its purity. The water molecules are 1/30th the size of regular water, with a beneficial pH of 8.

While we are confident in the quality of Eminers, the mineral water source has a limited yield. Our maximum annual production is 8 million bottles. Despite extensive exploration, we’ve been unable to locate a comparable source. This limited production will be allocated between Japan and Thailand, likely with an equal distribution.

Mr. Joji Yamamoto, President of Jool Co., Ltd., adds, “Eminers has achieved ongoing popularity in Japan and is widely available. We are excited to introduce Eminers to Thailand and are confident that Thai consumers will appreciate its quality and taste.”

“As for Rodtang Jitmuangnon, ONE Flyweight Muay Thai World Champion and the brand’s first presenter, he stated: “I am honored and pleased to be selected as the brand ambassador. Being a boxer, my heavy training demands a lot of energy, causing the body to lose significant water and minerals. Drinking natural mineral-rich water after a workout is not only refreshing but also allows for better mineral absorption and maximizes my recovery.”

Due to limited production capacity, Eminers, a 100% natural onsen mineral water, is positioned as a premium quality brand. Upon its Thai import on May 1st, the 500ml size is expected to be priced around 40-60 baht, similar to its price in Japan. However, when sold in restaurants, it may be offered in glass bottles to align with the brand’s desired image in upscale Japanese dining establishments. This approach mirrors the practice of other premium mineral water brands in renowned Thai restaurants.