UCC Ueshima Coffee Co., Ltd. (Head office: Kobe, Hyogo Prefecture; capital: 100 million yen; President: Hiroshi Shibatani; hereafter UCC) will launch a corporate branding project in May under the communication message “A Happy Cup of LIFE.” Through the project, UCC aims to communicate the appeal and value of coffee as something that stays close to everyday life, and to remain a brand loved by customers. As the first initiative, UCC will focus this summer on “Mizu-ire,” iced coffee carefully brewed with water. The company will propose new ways to enjoy water-brewed coffee bags and introduce a fresh coffee value for summer lifestyles. A new TV commercial will begin airing on Friday, May 15. Since its founding in 1933, the UCC Group has built a unique business model that covers the entire coffee value chain, from cultivation in producing countries, raw material procurement, research and development, roasting and processing, sales, and quality assurance, to culture and education, while expanding globally. Under its purpose, “Unlocking the power of coffee for a better world,” UCC works to achieve both a sustainable society and business growth. It continues to challenge conventional boundaries through initiatives such as developing the world’s first canned coffee, operating the UCC Coffee Academy and the UCC Coffee Museum, launching YOINED, which evolves coffee from something to drink into something to eat, and starting mass production of the world’s first hydrogen-roasted coffee. In recent years, the environment surrounding coffee has become increasingly challenging due to rising international green coffee prices, currency fluctuations, and the so-called “Coffee 2050 problem.” At the same time, coffee remains deeply rooted in people’s lives. It has grown beyond a simple beverage into something that connects people and increases its value in everyday living. The project’s communication message, “A Happy Cup of LIFE,” redefines a cup of coffee as something that accompanies