1. A leading beverage brand in Japan with over 50 years of market experience
  2. Japan quality with Global standard (FSSC 22000 and ISO 9001 certified)
  3. Certified manufacture of Organic food in Japan (JAS) since 2001
  • LIFEGUARD Original Bionic Drink since 1986
    Lifeguard was designed by Cheerio in 1986 with its iconic camouflage package and has been Japanese youth’s favorite drink since its debut over 30 years. Available nationally through every retails channels in Japan. Slightly carbonated with mix fruits flavor, Lifeguard supports your life with its refreshing taste and rich nutritional contents such as 7 vitamins, 7 amino acids, royal jelly and honey.
  • Organic Green Tea
    This premium green tea (non-sugared) only uses organic green tea leaves from Ise city, where one of the oldest shrine in Japan is located. We have a direct supply from local farmers union who practices organic farming over 40 years. The tea leaves are carefully processed in Uji, the center of tea culture in Kyoto, Japan, and aseptically filled in our Shiga plant.
  • Natural Mineral Water
    The water quality is the key to the best tasting drinks. Our water has a good mineral composition and is naturally filtered over time as it runs through the 7 sacred mountains of the Suzuka mountain range. Pasteurized and aseptically filled.
  • Mittsu no kajitsuspan (Three fruits juice drink)
    A non-carbonated drink containing a 5% blend of three fruit juices; apple, peach and mango.
  • Blues coffee
    Blues coffee is a selection of nicely brewed coffee beverage with unique aroma and taste. Available in different varieties, including Blues Black, Blues Blend, Blues Expresso Zero, Blues Kilimanjaro and Blues Café au Lait.
  • Japan Cider
    A nostalgic Japanese soda which feels refreshingly sweet.
    It has been well known for a long time due to its name and traditional design.
  • Cheerio
    This is CHEERIO's reprinted edition. Cheerio has been a popular drink since 1960. The Champagne-like taste is a special feature of this carbonated beverage. The update of the packaging is made to mix a retro feel into the cool refreshing image.
  • Melon Cream Soda
    Melon cream soda, a fresh carbonated beverage with a mellow melon taste, has been a popular drink at Japanese cafes for a long time.
  • Mix Fruits au Lait
    A non-carbonated drink containing a 5% fruits juice (apple, pineapple, banana, peach, orange) and milk.
    Enjoy a rich taste of fruits and milk.
Company Profile
Company name
Cheerio Corporation Co., LTD
Tokyo Office: 8F 4-9-25 Akasaka, Minato-ku Tokyo, Japan
Date of establishment
August 1961
Daisuke Kan
  • 1961
    Founded by Sadato Kan
  • 1965
    Launched sales of “Cheerio” series products in returnable 296ml glass bottles, with orange and grape flavors sold nationwide, and other flavors such as apple, melon, grapefruit and strawberry in specific regions.
  • 1982
    Released lightweight one-way 300ml bottles, starting with “SWEET KISS” beverage.
  • 1984
    Launched sales of 350ml “American size series” aluminium canned drinks (nitrogen-infused), including “SAFEGUARD” (sports drink) and “KISS” beverage series.
  • 1981
    Haruki Kan became the president.
  • 1986
    Released 350ml (American size) LIFEGUARD in aluminium cans.
  • 1989
    Released Cheerio's first aluminium canned coffee (“BLUES COFFEE”).
  • 1990
    Launched sales of LIFEGUARD 500ml PET, manufactured in Hongkong.
  • 1996
    Began manufacturing LIFEGUARD 500ml PET in Japan.
  • 1999
    Launched “100yen sales” of all products at Cheerio vending machines.
  • 2002
    Launched first full shrink label for LIFEGUARD 500ml PET.
  • 2003
    Introduced “USADAR” as mascot for LIFEGUARD.
  • 2006
    Launched sales of “CHEERIO” 700ml series.
  • 2008
    Launched sales of “Nanchatte Orange” (unusual orange drink with color and package like soy sauce).
  • 2009
    Entrusted LIFEGUARD design creation to the hot rod artist Makoto Kobayashi.
  • 2013
    Launched LIFEGUARD TOYOTA 86 car.
  • 2014
    Released 250ml “LIFEGUARD X” energy drink.
    Released 500ml PET “Organic Green Tea”.
  • 2015
    Opened new factory in Shiga prefecture.
  • 2016
    Released 320ml PET “LIFEGUARD INFINITY” energy drink.
  • 2018
    Launched the current LIFEGUARD 500ml PET package design.
  • 2020
    Launched the current LIFEGUARD 500ml PET package design.
  • 2020
    Daisuke Kan became the president.