The 1987 Japan concert marked the beginning of the cola war in Japan. This article looks back at its development and aftermath, alongside the advertising strategies and market trends of Pepsi and Coca-Cola.
Michael Jackson’s Japan concert brought the fierce rivalry between Pepsi-Cola and Coca-Cola in Japan into the spotlight. Pepsi rolled out commercials and campaigns to expand brand awareness in Japan, while Coca-Cola continued to promote its own brand.
The tour became a worldwide series of performances running from September 1987 to January 1989. At the venue for the opening performance, a dispute arose over a request to remove signage under Coca-Cola’s exclusive contract. In response, Pepsi maintained its momentum in Japan by, among other measures, using commercials with Japanese text.
An AP report said that Coca-Cola held 93% of Japan’s cola market and Pepsi-Cola 6%, and that Michael Jackson’s popularity had provided a major boost to Pepsi’s sales.
The cola war continued to run hot, and the market diversified with the arrival of a third cola. By around 1993, the effects of price competition were also becoming apparent.
This article uses the events depicted in the film "Michael/マイケル" as its starting point to examine the circumstances at the time from the perspective of Japanese consumers and the food industry.