As the opening of the 2025 Osaka-Kansai Expo draws near, a piece of news has emerged that bridges nostalgia and the future. UCC Ueshima Coffee Company is bringing back its “UCC Coffee with Milk” can—a massive hit during the 1970 Osaka Expo. For those who lived through that era, it evokes nostalgia; for younger generations, it offers a fresh surprise. This project seems to convey more than just a product revival—it carries a message of the times.
The “Revolution” Behind the Original Can
Today, canned coffee is a given. But not many know that UCC was the pioneer behind it. Founder Tadao Ueshima developed the world’s first canned coffee with the aim of making coffee accessible anytime, anywhere—no longer limited to cafes.
When it first launched in 1969 (Showa 44), the can didn’t sell at all. However, with the massive crowds and attention drawn by the Osaka Expo the following year, it exploded in popularity. It was a product that “rode the wave of the times” and resonated with societal change—an ability that continues to define today’s hits.
Tradition and Innovation in the Design
The revived “UCC Coffee with Milk 250g Can” will feature the original design. The colors—brown for roasted beans, white for coffee flowers, and red for ripe cherries—transcend time and strike a visual chord.
In fact, this color scheme was registered in 2019 as Japan’s first “color-only trademark” in the food industry. Its instant recognizability—“That’s UCC!”—is a testament to the brand’s decades of trust and consistency.
Looking Back at the “Origin” from the Stage of the Future
World Expos have always been showcases of the future. UCC’s choice to reflect on the past at the gateway to tomorrow offers a depth that goes beyond marketing.
We now live in an age of AI, space exploration, sustainability, and the metaverse. In such a time, returning to our roots may seem like a step backward—but it’s actually a powerful statement. Back then, when the very idea of canned coffee didn’t exist, UCC introduced a revolutionary concept: convenience. Now, they aim to recreate that innovative spirit amidst the buzz of the Expo.
A Time When Nostalgia Is Needed for the Future
No matter how much the world changes, products that touch people’s hearts always succeed. Nostalgia is one of those keys. It’s not a backward-looking emotion, but one that can fuel the future.
UCC’s revived can is like a “time capsule of memory” linking the Showa, Heisei, and Reiwa eras. Each time we open one, we’re reminded that the everyday norms we take for granted were once imaginative breakthroughs of the past.
In Closing
As the Osaka Expo approaches, perhaps what we need most is a balance of “newness” and “nostalgia.” UCC’s revival can may become a symbol of that harmony.
Why not pick one up yourself? Before stepping boldly into the future, it might be nice to pause for a moment—and taste the flavor of where it all began.