The Rise and Fall of Meiji 180ml Bottled Milk: A History Intertwined with Japanese Sento Culture

I. Introduction: The Confluence of Sento Culture and Bottled Milk

The Japanese public bath, or sento, served not merely as a place for hygiene but as a vital community hub and space for social interaction throughout much of the 20th century. Prevalent across Japan during their peak, their numbers gradually declined with the rise of private household baths. Consuming beverages after bathing became a common practice, driven by the physiological need for rehydration and cooling down. Among the various post-bath refreshments, Meiji Company’s 180ml glass bottles of milk and coffee milk emerged as iconic products, deeply embedded in the sento experience for generations of Japanese people. These products graced the sento landscape for nearly a century , witnessing significant societal shifts. This report traces the complete lifecycle of Meiji’s 180ml bottled milk and coffee milk supplied to sento, examining their origins within the context of Japan’s developing dairy industry and packaging technology, their rise to prominence as a post-bath staple through strategic market placement, and the confluence of factors leading to their recent discontinuation, analyzing the cultural resonance and public reaction to the end of this era.

II. The Dawn of Modern Milk in Japan: Context and Meiji’s Emergence

A. Milk’s Ancient Roots and Early Modern Reintroduction

While knowledge of dairy products existed in ancient Japan (Asuka and Nara periods), such as so (酥), a type of condensed milk consumed by the elite , the practice of drinking milk was not widespread and eventually declined. Early on, milk was often perceived as medicinal (nomu kusuri, or “drinking medicine”). Efforts to reintroduce dairy farming began in the Edo period. Notably, in 1727, Shogun Tokugawa Yoshimune, inspired by the Dutch regarding milk’s value for horse care, imported three white cows from India and began raising them at the Mineoka Pasture in Awa Province (present-day Minamiboso, Chiba Prefecture). This is considered the start of modern dairy farming in Japan. The product derived, hakugyuraku (白牛酪), a type of condensed milk ball, was primarily used as medicine or a nutritional supplement and remained a rare, high-value item inaccessible to commoners.

B. The Meiji Restoration: Westernization, Nutrition, and the Rise of the Dairy Industry

The Meiji Restoration (1868-1912), with its drive for modernization and Westernization, significantly spurred interest in dairy consumption. Adopting Western dietary habits and improving the national physique became priorities, and milk, recognized for its nutritional value, gained prominence. A pivotal moment occurred in 1871 (Meiji 4) when newspapers and magazines reported that Emperor Meiji consumed milk twice daily. This news greatly boosted public acceptance and demand for milk. Many former samurai (shizoku), who lost their feudal stipends, turned to the dairy business as a new livelihood, establishing early dairies often on the grounds of former samurai residences.

C. The Founding of Meiji and Entry into the Dairy Market

The Meiji Company traces its origins to Tokyo Kashi Co., Ltd., established in 1916 (Taisho 5). Its dairy precursor, Kyokuto Rennyu Co., Ltd. (Far East Condensed Milk Co.), was founded in 1917 (Taisho 6). In 1940 (Showa 15), Kyokuto Rennyu officially changed its name to Meiji Nyugyo Co., Ltd. (Meiji Milk Products Co., Ltd.). In 1928 (Showa 3), Meiji Nyugyo began processing raw milk at its Ryogoku plant and officially launched “Meiji Gyunyu” (Meiji Milk). The product quickly gained traction, expanding from an initial 7 sales outlets to 35 after one year, and 54 after two years.

D. Early Milk Packaging: From Ladles to Standardized Glass Bottles

Initially, milk was sold in a primitive and unhygienic manner, ladled out from large pails or cans into customers’ containers (like pots or bowls) by portion (e.g., 5 shaku, about 90ml). Around 1877 (Meiji 10), the practice of delivering milk in individual 1-go (approximately 180ml) capacity tin cans emerged.

Growing concerns about hygiene led to the introduction of glass bottles for milk packaging. Around 1888-1889 (Meiji 21-22), pioneers like the Tsuda Gyunyu-ten in Tokyo began using glass bottles. Early milk bottles were often made of colored (blue or green) glass and had narrow mouths.

The “Milk Business Control Regulations” (牛乳営業取締規則) enacted in 1900 (Meiji 33) promoted the use of glass bottles as the standard container for hygiene reasons. Bottle closure methods also evolved: early stoppers included wood, paper, or cotton ; later came mechanical caps (kikai-sen) often secured with wire, crown caps (ōkan-sen) similar to beer bottle caps, and eventually paper caps (kami-sen), which became mainstream, especially during wartime material shortages.

Over time, regulations and technology pushed towards the adoption of clear, wide-mouthed bottles. For instance, a 1928 (Showa 3) Tokyo Metropolitan Police Department regulation mandated clear, wide-mouthed bottles sealed with paper caps. Pasteurization became mandatory in 1933 (Showa 8). The national “Ministerial Ordinance Concerning Compositional Standards, etc. for Milk and Milk Products” (commonly known as the Milk Ordinance, 乳等省令), enacted in 1951 (Showa 26), further stipulated the use of colorless, transparent glass bottles. This regulatory progression clearly shows that the standardization of milk packaging was heavily driven by public health concerns and government oversight. To prevent spoilage and foodborne illness, authorities legislated for more hygienic packaging, directly shaping the familiar form of the glass milk bottle that dominated for decades.

E. The Birth of Meiji Coffee Milk

Coffee-flavored milk drinks began appearing in Japan during the Taisho era, possibly as early as 1917 or 1920. A significant commercial milestone was the launch of bottled coffee milk by Moriyama Nyugyo at Kozu Station on the Tokaido Line in 1923 (Taisho 12). Meiji entered the coffee milk market later, launching “Meiji Coffee Gyunyu” around 1955-1956 (Showa 30-31). This followed the introduction of their Meiji Honey Yogurt (1950) and paper-packaged milk (1955), indicating diversification of their product line. It is noteworthy that regulatory changes after 2003 required products not made from 100% raw milk to drop “Gyunyu” (milk) from their names, leading to alternative names like “Coffee” or “Cafe au Lait”.

Table 1: Timeline of Early Japanese Dairy and Meiji Milk Development

(This timeline integrates key dates from Japanese dairy history, Meiji’s corporate history, packaging technology, and regulations, providing a clear chronological context for understanding the emergence of Meiji’s bottled milk products before they entered the sento market in the mid-20th century.)

III. The Sento: A Social Hub and a New Market for Milk

A. The Cultural Role and Peak of the Japanese Sento

Historically, the sento played a role far exceeding mere bathing. Before private baths became common, they were essential community infrastructure and hubs for neighborhood interaction and information exchange. The number of sento peaked around the late 1960s (Showa 40s), coinciding with the period when the post-bath milk drinking habit was forming (Showa 30s).  

B. The Genesis of the Post-Bath Milk Ritual (Showa 30s / ~1955-1965)

The specific tradition of drinking milk after bathing in a sento largely emerged during the Showa 30s. Its formation was closely tied to specific technological and social conditions of the time.  

A critical factor was the disparity in refrigeration technology. During the Showa 30s, home refrigerators were not yet widespread, whereas sento, being commercial establishments, often acquired refrigerators earlier. This made sento ideal locations for storing and selling perishable milk.  

Simultaneously, the marketing strategies of dairy companies played a crucial role. As post-war milk production increased and its nutritional benefits were promoted , major dairy companies like Meiji, Morinaga, and Snow Brand (the “Big Three”) were actively seeking new sales channels. With home refrigeration lagging, limiting household milk consumption, these companies identified the vast potential of the sento market. Sento offered access to a large, regular clientele and possessed the necessary refrigeration. Consequently, dairy companies aggressively marketed their products to sento owners, viewing them as key sales points and brand visibility platforms. Records specifically mention Meiji’s active involvement in this push in the Tokyo area.  

Therefore, the sento milk tradition was not purely organic but resulted from a specific historical moment where technological disparity (sento vs. home refrigeration) met targeted corporate marketing strategy. What began as a logistical solution for milk preservation and sales evolved into a deeply ingrained cultural habit.

C. Why Milk? Perceived Benefits and Cultural Fit

Milk’s popularity in the sento setting was also related to its perceived benefits and cultural fit.

Firstly, its health and nutritional value were emphasized. Since pre-war times, milk’s benefits (rich in calcium, protein, vitamins, etc.) had been promoted , and this was heavily stressed in the post-war era as part of national nutrition improvement efforts. Drinking milk after bathing was thought to help replenish fluids, minerals, and vitamins lost through sweating. Some sources even mention beliefs about preventing post-bath anemia or helping retain body warmth.

Secondly, the sensory appeal was significant. Consuming a cold, refreshing, slightly sweet beverage after emerging from a hot bath provided a pleasant and comforting experience.  

Furthermore, around the same time (Showa 30s), flavored milk drinks like coffee milk and fruit milk also became available in sento, offering variety. Coffee milk, in particular, offered a taste of luxury at a time when real coffee was relatively expensive.  

IV. Meiji’s 180ml Bottle Enters the Sento Scene

A. The 180ml Bottle: A Standard Size

The 180ml volume (approximately equivalent to the traditional Japanese unit of 1 go) had historical precedent in early milk distribution in Japan. Evidence shows Meiji consistently produced and sold 180ml bottles from at least the Showa 30s (1955-1965) onwards. Although school lunch milk transitioned to a 200ml standard around 1970 , the 180ml size persisted in other channels like sento and home delivery.  

The persistence of the 180ml size specifically in the sento context, even after other sectors like school lunches adopted different standards, suggests it became the established and perhaps culturally expected single-serving size for that particular consumption occasion. The 1-go (180ml) measure has historical roots in Japan. While school lunches later standardized to 200ml , companies like Meiji continued producing the 180ml format specifically for channels like home delivery and sento. This indicates a deliberate choice to maintain the 180ml size for these markets, likely because it was already established and accepted by consumers as the appropriate single-serving portion for an individual post-bath refreshment or a daily delivery. It was not merely about capacity but about conforming to an established norm for that specific use case.

B. Meiji’s Dominance in the Sento Market

Sources indicate that the Meiji brand became particularly common in sento refrigerators. This likely stemmed from their early and active participation in the initial marketing push targeting sento during the Showa 30s. Over time, Meiji Milk, Meiji Coffee Milk, and later Meiji Fruit Milk (launched in bottles 1958 , bottle sales discontinued 2019 ) became staples found in sento coolers and vending machines.

C. Solidifying the Ritual

Through decades of consistent availability and marketing, Meiji’s products solidified the connection between their brand and the sento experience. The image of holding a cold Meiji milk bottle and drinking it after a bath became an iconic ritual, contributing significantly to the cultural landscape.  

V. The End of an Era: Discontinuation of Meiji’s Sento Bottles

A. Precursors to Discontinuation

Meiji’s decision to cease production of its sento-bound bottled milk was not made in isolation but was the culmination of several long-term trends.

Firstly, the steady decline in the number of sento across Japan meant that this specific market segment was shrinking.  

Secondly, there was a nationwide decrease in the overall production of bottled milk. Since the advent of paper cartons in the 1950s/60s and later plastic containers , the mainstream packaging for milk gradually shifted away from returnable glass bottles towards single-use containers. By 2022-2023, bottled milk accounted for only a tiny fraction (around 1.6% to 2.6%) of total milk production in Japan.  

Furthermore, Meiji had already discontinued the bottled version of its “Meiji Fruit” beverage in 2019 , signaling a strategic move away from niche bottled product lines.

B. The Official Announcement and Timeline

Meiji officially announced that it would discontinue production of all four of its remaining 180ml bottled beverage products, including Meiji Milk and Meiji Coffee, effective at the end of March 2025. These products were primarily sold through home delivery services and in locations such as sento.

C. Multifaceted Reasons for Discontinuation

The reasons cited by Meiji for the discontinuation are multifaceted, reflecting the complex challenges facing the dairy industry today:

1. Production and Sourcing Challenges: The company explicitly mentioned aging production facilities and the increasing difficulty and cost of procuring new glass bottles as manufacturers reduce their output.  
2. Economic and Logistical Factors: Compared to one-way packaging, the reverse logistics involved in collecting, transporting, and washing heavy glass bottles incur significant costs. Customer convenience (eliminating the hassle of returning bottles), cited by Morinaga during their discontinuation, was likely also a factor for Meiji.  
3. Environmental Concerns: Meiji emphasized the goal of reducing environmental impact, specifically citing CO2 emissions from collection and transport vehicles, and the substantial water and energy consumption required for bottle washing.  
4. Market Dynamics and Demand: The overall market demand for bottled milk has been declining , and consumer preferences have shifted towards more convenient packaging options.  

This discontinuation represents a complex interplay where declining demand weakens the economic viability of the specialized infrastructure (bottle production, washing lines, collection logistics) needed for reusable bottles. As the economies of scale diminish, sourcing bottles becomes difficult , maintaining aging equipment becomes less justifiable , and collection logistics become less efficient. At a certain point, these accumulated costs and burdens outweigh the benefits. Simultaneously, environmental metrics like transport CO2 and washing water usage provide a rationale for switching to lighter, one-way paper packs , even if this introduces new end-of-life waste concerns.

D. Part of a Broader Industry Trend

Meiji’s decision is consistent with moves made by other major players in the Japanese dairy industry. Koiwai Nyugyo ended its bottle sales in March 2021 , and Morinaga Nyugyo ceased its bottle sales in March 2024. Currently, Snow Brand Megmilk appears to be continuing, and possibly expanding, its bottled product offerings.  

E. The Transition to New Packaging

As a replacement, Meiji introduced new 180ml paper containers with resealable caps (“Cap-tsuki kami-yōki”). The company promotes several features of the new packaging: claimed environmental benefits through reduced CO2 emissions and water usage ; an extended shelf life (by 4-5 days), contributing to food loss reduction ; potentially improved product quality through their proprietary “Ajiwai Zeitaku Seihō” (Rich Flavor Luxury Method), which reportedly enhances richness by enlarging fat globules while keeping fat content the same, aiming for a “rich flavor close to fresh milk” and a “mellow richness” for the coffee milk ; and a deliberate design featuring a wide opening intended to replicate the drinking experience of the bottle.  

VI. Public Reaction and Cultural Resonance

A. Media Coverage and Online Buzz

The announcements by Meiji, and previously by Koiwai and Morinaga, regarding the end of bottled milk sales generated significant media attention and sparked widespread discussion on social media platforms like X (formerly Twitter). The high engagement figures reported for some related posts indicate strong public interest.

B. Expressions of Nostalgia and Cultural Loss

The dominant theme in the public reaction was one of widespread nostalgia and sadness. Many framed the discontinuation as the loss of a piece of Showa-era culture or the end of a familiar routine. Phrases like “Showa culture is disappearing” and general expressions of sadness (“sabishii” – lonely/sad) were common. This sense of loss was particularly tied to the perceived severing of the connection with the sento experience.  

C. Impact on Sento Operators and Patrons

Sento owners and staff expressed regret over the discontinuation but generally understood the underlying business reasons. Reports emerged of customers rushing to sento for one last bottle before the deadline. For patrons long accustomed to the ritual, the removal of this familiar, comforting element undoubtedly impacts the overall atmosphere and experience of visiting a sento.  

D. The Sensory Experience: Why Bottles “Taste Better”

A recurring sentiment among the public is the belief that milk (or coffee milk) simply tastes better when drunk from a glass bottle. This subjective perception may have a scientific basis. Research conducted jointly by Meiji and Kanazawa Institute of Technology suggests that the shape of the glass bottle helps concentrate the milk’s aroma in the headspace between the liquid and the cap. When a person drinks directly from the bottle, these concentrated aromas are perceived first. Additionally, the cool, smooth tactile sensation of the glass against the lips contributes to the overall experience. The combination of these olfactory and tactile inputs likely contributes to the perception of enhanced richness and refreshment.

The strong public reaction goes beyond simple product preference; it taps into a multi-sensory nostalgia where the physical properties of the glass bottle—its shape, feel, and temperature conduction—are intrinsically linked to the perceived taste and the overall positive memory of the consumption ritual. The bottle itself, through its unique sensory delivery, becomes part of the “flavor.” This sensory package is deeply embedded in positive cultural memories associated with sento visits or childhood. Therefore, replacing the bottle with paper, even if the liquid content is identical or arguably improved , fundamentally alters the cherished sensory ritual, leading to the widespread feeling of loss.  

VII. Conclusion and Reflections

A. Summary of the Lifecycle

The lifecycle of Meiji’s 180ml sento bottle is a microcosm of broader Japanese societal change. Born from Japan’s modernization and the growth of its dairy industry, its packaging evolved according to rising hygiene standards. It found its niche within the unique cultural space of the sento during a specific technological window—the post-war gap before widespread home refrigeration—through strategic market placement, eventually becoming an icon. Ultimately, however, it succumbed to modern economic, logistical, and environmental pressures, mirroring trends seen across the industry and transitioning towards single-use packaging.

B. Interplay of Factors

This story vividly illustrates the complex interplay of various forces shaping the fate of a consumer product: industrial development (Meiji’s corporate growth), technological change (advances in packaging,普及 of refrigeration), regulatory frameworks (implementation of hygiene laws), cultural practices (sento bathing, post-bath rituals), marketing strategies (channel selection and promotion), and shifting consumer preferences and societal values (demand for convenience, growing environmental awareness).

C. Enduring Legacy

Although the physical glass bottle will disappear from sento refrigerators, its image and the associated memories—the taste, the feel of the cold glass, the specific setting—persist strongly in cultural memory. The intense public reaction to its discontinuation underscores how everyday consumables can transcend their material form to become powerful symbols of a time, place, and experience. While the bottle may be gone, its legacy as an integral part of the Japanese sento culture endures.