This article reviews Jintan’s origins and its current popularity through an interview with the person behind the account at the 130-year-old company. Self-deprecating posts on the company’s official account sparked renewed attention.
Jintan is an oral refresher made with 16 medicinal herbs and has long been familiar to consumers as a small pill wrapped in silver foil. In the Meiji era, founder Morishita Hiroshi (森下 博) developed it as a self-medication product, and it has been marketed as a portable personal-care item.
The silver-foil wrapping helps preserve the product, while carrying it in a pocket or bag has become an established use. It is still sold at pharmacies and elsewhere and is used by people across age groups.
The person behind the official X account initially created it to promote the company’s core products, including Bifina. After seeing posts about Jintan spread, the account shifted toward self-deprecating content, broadening its appeal. Under the philosophy of “advertising that benefits society,” the company is also developing initiatives using social media.
In recent years, appearances in works such as “Demon Slayer” and “Scarlet,” along with the use of billboards and street advertising, have attracted attention, and Jintan signs and advertisements have been reassessed as part of the urban landscape. Having marked its 130th anniversary, the company aims to raise awareness further, centered on health-oriented products and advertising activities.