Japan: Arming New Cans with Rotating Caps

Since the development of society today, cans have long been nothing new. However, since the can lid was pulled open and cannot be resealed, cans, which have become popular all over the world since the late 1980s, gradually fell out of favor in Japan. But now, several Japanese companies have begun to arm rotary cans onto cans and have regained market momentum.
A Reuters reporter observed in Japan that the new cans ranged in size from the previous product, the lower part of the 300ml cans did not change much, the upper part became a cone plus a rotating cap; the capacity was 500ml The shape of cans is basically the same as beer bottles. At present, as this new type of can is gradually popular in Japan, consumers are increasingly showing their love for rotary caps. Reed Manta, who teaches languages ​​in Tokyo, said: “They are far better than ordinary cans. You can drink it with confidence and then screw the lid back into the bag.”
There are also people who look at the shape of new cans. A banker in Tokyo, Gavin Kingston said: "If I choose to buy a plastic bottle of Coke or buy this new type of canned coke, I will choose the latter. It looks good, the packaging is more fashionable."
Manufacturers are also strongly promoting its advantages. Dongliang Shinano, spokesperson of Mitsubishi Materials Corporation, Japan’s third-largest can maker, said that the new cans are better sealed and can effectively prevent beverages from coming into contact with sunlight and oxygen. In addition, it is lighter and it is also very beneficial for recycling after recycling.
In fact, as early as 1999, the Yamato Can Making Corporation pioneered the development of such cans in the world, and was first adopted by Japanese beverage companies such as Kirin Ale Wine Company. But Coca-Cola's sale of this canned carbonated drink on a vending machine in Japan was a breakthrough in its promotion process. As a result, its sales volume soared from 240 million in 2000 to 1.7 billion in 2002. In 2003 sales will reach 2 billion.
Japanese can makers hope to use this product to recapture the market occupied by plastic bottles. According to statistics from Mitsubishi Materials, from 1997 to 2002, sales of plastic bottles rose from 2.2 billion to 8.8 billion, forcing sales of steel cans to fall from an average of 21.5 billion a year to 16.1 billion a year. At the same time, aluminum cans hold about 18 billion sales per year. Yamada Akira, Research Director of Daiwa Tanaka Co., Ltd. said: “We developed this kind of can with a rotating lid to recapture the metal bottle market.”
However, due to the fact that new cans are twice as expensive as ordinary aluminum cans, there are also concerns that it cannot be accepted by consumers in other countries. John Nadine, editor-in-chief of a professional magazine in London, said: "In other parts of the world, people are not willing to spend more money in their pockets to buy an attractive package."
Despite the resistance, new cans are being pushed into the international market by all parties. At present, the Yamato can manufacturing company has begun producing new cans for Kraft, the largest US food company. Anda Yi Chang said in an interview with Reuters: “A lot of US consumers are interested in this new packaging. Many companies in Europe are also very concerned about it.” In addition, Daiwa can making company is working with the largest metal cans in the United States. Negotiates the possibility of producing new cans in the United States.