From Tokyo to the US: How -196 is bringing a taste of Japan stateside

요약

-196 vodka seltzer, Japan’s extremely online hard seltzer brand, is in the US – but this wasn't your standard expansion story

본문

From X-Pop to Sonny Angels to matcha, products of Japanese culture, known for its respect for craftsmanship and process, have seeped into global popular culture in recent years. This has been especially felt in the United States, where, in New York specifically, there are dozens of Japanese-inspired cafes spread across the boroughs. Recently, though, we’ve been put on to a new Japanese expat: -196 vodka seltzers.

Pronounced “minus one-nine-six”, the Japanese seltzer brand is a cult-favorite beverage line both in Japan, where it was founded in 2005, and abroad. The seltzers come from Suntory Global Spirits, the spirits group also behind Jim Beam and Hornitos, and are crafted with Suntory’s proprietary Freeze Crush Infusion process. Rooted in Japanese craftsmanship, the technique flash-freezes fruit in liquid nitrogen, crushes it and then infuses it into vodka to maintain the taste. Thus, the taste is closer to the actual flavour of a fruit than the syrupy, artificial-tasting alternatives on the market, with the Freeze Crush Infusion process ensuring actual refreshment.

In 2025, the brand’s first year in America, it introduced four core flavours (Lemon, Strawberry, Peach and Grapefruit), its Combo Crush Variety Pack and its Green Tea Variety Pack, a non-carbonated offering inspired by Japan’s tea culture. -196’s arrival in the US wasn’t your standard brand expansion story, however. Aside from the beverages, the brand has brought Japanese culture to the US and created spaces for young people to engage with the brand in real life through experiences like its 2025 Karaoke Crush Series, which activated in several cities across the country and introduced audiences to one of Japan’s beloved pastimes.

View this content on Instagram

Earlier this year, -196 also embedded itself into the New York nightlife scene with its -196 Konbini Backroom, hosted by Rebecca Black, where fans shopped inside a traditional Japanese konbini before enjoying a DJ set in a Tokyo-inspired backroom. And, in the midst of New York’s summer heatwave this past July, the brand took over The Little One, a popular Japanese dessert cafe in Chinatown, for a limited-edition kakigori experience – on the 196th day of the year, no less.

Both events had lines wrapped around the block, proving New Yorkers’ dedication to queuing for something worth waiting for. Still, it’s only the beginning of stateside domination for -196, which has nearly doubled its velocity in 2026. To find out more about -196 and see what all the hype is about, keep an eye on Dazed’s socials, where the brand will be making an exciting announcement in the coming weeks.

-196 is for consumption by those 21 and older only.

Escape the algorithm! Get The Drop

Thank you. You have been subscribed