"Drinking Makes the Pain Disappear"... The 2,000-Won Value-for-Money 'Devil's Drink' [Delicious Stories]

Strong Zero, Beloved by Japan's Young Generation

A Soft Drink Taste, a Spirit's Strength

A Social Problem Fueling Alcohol Dependence

Editor's Note
It is said that the first snacks were discovered in the ancient Mesopotamian civilization. In other words, snacks have been with us throughout every moment of human history—biscuits, chocolate, ice cream, and more. We bring you delicious stories about the treats we love.

On the 6th of this month (local time), Zeppa (26), a popular Japanese YouTuber with around 600,000 subscribers, passed away suddenly. Although the exact cause of death was not disclosed, it was reported that Zeppa had been suffering from severe alcohol dependence. Five days before his death, he expressed his struggles on his X account, saying, "The average life expectancy for those with alcohol dependence is 50 years, and I have already passed halfway."

Strong Zero. Amazon Japan

Fans have also turned their attention to "Strong Zero," a Japanese alcoholic drink that Zeppa frequently enjoyed. Manufactured by Suntory, this shochu-based beverage is sold in cans and is famous for its low price and sweet flavor. However, despite its affordability, it is also known for its high alcohol content and distinctive fruity taste, which can easily lead to addiction. For these reasons, it is sometimes called the "devil's drink."

A Soda-Like Flavor, Spirit-Like Strength

Strong Zero is a type of shochu-based drink known as "chuhai" (酎ハイ). It is made by mixing diluted shochu with carbonated water and fruit flavoring, resulting in a taste reminiscent of soda. What sets Strong Zero apart from other chuhai is its strong alcohol content. A single can of Strong Zero contains 9% alcohol by volume, which is about twice the strength of typical alcoholic beverages.

Strong Zero is also used as an online meme in Japan. It features a comic scene where a cat says, "Here, take this. Drink it when you can't endure the pain." Photo capture by X

Another notable feature of Strong Zero is its low price. A 500ml can typically costs about 230 yen (approximately 2,000 won) at convenience stores, making it much cheaper than most regular canned beers sold in Japan or Korea. Since its release in 2009, Strong Zero has enjoyed high popularity among Japanese youth. In Japan, it is often referred to as "magic water" or "the best value-for-money alcoholic drink."

Poor Young Generation, Captivated by Strong Zero

Strong Zero truly began to capture the tastes of the younger generation in the late 2010s. According to major Japanese beer manufacturers such as Kirin, the Japanese chuhai market more than doubled between 2014 and 2023, with shipments increasing by 32% in 2023 alone. The driving force behind this consumption has been those who drink alone at home, known as solo drinkers, who chose Strong Zero for its compatibility with meals and its ability to provide inebriation at a low cost.

At one point, a phenomenon known as "Strong Zero literature" emerged in Japan. This referred to people posting nihilistic ramblings on social media while heavily intoxicated after drinking Strong Zero. Phrases like "Strong Zero turns people into zero," "What exactly is zero in Strong Zero, hope?" and "Life isn't about overcoming hardships, sometimes it's about forgetting them" were even featured on NHK broadcasts.

An image satirizing young people who forget their worries after drinking Strong Zero. Screenshot by X

However, NHK has also issued warnings about the dangers of Strong Zero, pointing out that it is fueling alcohol addiction among young people. A 500ml can of Strong Zero is equivalent to 3.75 shots of tequila. NHK noted, "There have been cases of people being diagnosed with alcohol addiction after consuming large amounts of Strong Zero," and added, "The phenomenon of people expressing loneliness and anxiety on social media after binge drinking is also a concerning symptom."

A Product of Japan's Unique Liquor Tax System and Economic Downturn

Choosing Strong Zero at a convenience store. Photo by TBS

Ironically, the Strong Zero phenomenon is partly a result of Japan's liquor regulations. In Japan, liquor tax rates vary according to the alcohol content; for beverages with more than 10% alcohol, the tax increases significantly, leading to a sharp rise in consumer prices. After the 2007 global financial crisis, as the country suffered from chronic economic recession, the Japanese alcohol industry developed new beverages with an alcohol content set at 9%. This is how Strong Zero was born.

However, as Strong Zero has grown from a popular drink into a social issue, Japanese authorities have begun to express concern. In 2024, the Ministry of Health, Labour and Welfare of Japan announced new alcohol guidelines, warning that chuhai-type beverages like Strong Zero could be harmful to health. Since then, leading alcoholic beverage companies such as Asahi Breweries, Sapporo Breweries, and Suntory have scaled back the development of chuhai products. More recently, "weakened chuhai" products with reduced alcohol content—down from 9% to 4-5%—have started to appear on the market.

This content was produced with the assistance of AI translation services.