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The Beginnings of Yakult
Yakult (pronounced "YAA-kult") traces its roots back to the 1930s when Dr. Minoru Shirota pioneered the cultivation of a unique strain of bacteria, Lactobacillus casei strain Shirota (LcS), renowned for its ability to enhance digestive health. This groundbreaking discovery was inspired by ideas that had been developing for years prior.
Born in 1899 in Iida, a small town in Japan's Nagano prefecture, Dr. Shirota grew up witnessing the devastating effects of infectious diseases such as cholera and dysentery. These experiences drove him to pursue a medical career, as noted in Yakult's records [PDF]. He enrolled at Kyoto Imperial University (now Kyoto University) in 1921, where he later obtained his doctorate.
Dr. Shirota dedicated his work to preventive medicine, studying microorganisms that could improve health and reduce illness caused by poor hygiene and nutrition. His research revealed the benefits of lactic acid bacteria in combating harmful gut bacteria. By 1930, he successfully cultured LcS, a resilient strain capable of surviving digestive acids and delivering health benefits to the intestines.
In 1935, five years after his breakthrough, Shirota launched a budget-friendly fermented beverage enriched with this beneficial bacteria in Japan. He christened it Yakult, derived from the Esperanto term jahurto, meaning yogurt, reflecting his mission to enhance global health.
How does Yakult taste?
While the original formula has evolved, Yakult's core ingredients remain water, skimmed milk, glucose, sugar, and LcS. Describing its flavor is a challenge—some find it reminiscent of yogurt, others note a blend of sweet and sour with hints of peach, citrus, or apple. According to Yakult's UK website, the taste is a mix of “citrus and vanilla.”
The Cultural Impact of Yakult
Yakult Honsha was founded in 1955 to market its signature drink. By 2020, approximately 40 million bottles [PDF] were sold daily across more than 40 countries and regions, including Japan. Its widespread appeal has fostered a unique culture centered around its distinctive bottle and branding.
Starting in 1963, Yakult began hiring women to personally deliver their products to homes using bicycles, motorcycles, or other vehicles. Known as “Yakult ladies” or “Yakult aunties,” these women became as common as mail carriers or police officers in places like Japan and Korea.
As reported, the role of a “Yakult lady” (or yakult ajumma) was among the first job opportunities for women in South Korea outside their homes, aiding in boosting household incomes and developing the nation's dairy industry. Sanae Ueno, Yakult's head in Indonesia, emphasizes that the ideal Yakult lady is “over 30 with children, as mothers are typically more 'health-conscious' and have strong networks of potential customers.” She adds that hiring focuses on finding “women who grasp local culture, communicate effectively, and adhere to consistent schedules.”
Yakult ladies played a pivotal role in the company's initial marketing strategy, employing local women to promote the drink's health advantages. These women fostered trust and loyalty by discussing the product's benefits and its potential impact on communities. The program's effectiveness is evident, as Yakult ladies continue to sell the product from their carts today.
Further cementing its cultural relevance, Yakult acquired a baseball team in the Nippon Professional Baseball league in 1969. The Tokyo Yakult Swallows secured their first Japan Series title in 1978 and are beloved by renowned author Haruki Murakami, a devoted fan. Murakami even authored a book, The Yakult Swallows Poetry Collection, inspired by the team.
How to Enjoy Yakult
Many enjoy Yakult directly from its signature plastic bottle (first introduced in 1968), but there are numerous creative ways to savor this probiotic drink.
For a refreshing treat, freeze the bottle to create a granita, or follow Yakult's inspiration and craft your own soft serve. It also works wonderfully as a sweet, probiotic addition to smoothies and beverages. Among adults, one of the most popular methods is mixing Yakult into cocktails. For instance, yogurt soju is a beloved drink in Korea and Koreantowns globally, offering a grown-up twist on a childhood classic.
Yakult is widely available in supermarkets and can also be purchased online on Amazon. For those less inclined toward the drink, there are Yakult-themed products like gummy candies and Yakult-shaped water bottles, which are equally worth exploring.
