21 YEARS OF LIPOVITAN MAKING ITS MARK IN VIETNAM

Lipovitan energy drink has been favored by many Vietnamese consumers since the early 2000s thanks to its sweet, pleasant taste and its support in revitalizing energy.

Present in Vietnam since 1999, Lipovitan has become familiar to consumers not only through its presence in daily life but also through the brand’s community engagement activities. For generations born in the 1980s and 1970s and earlier, Lipovitan was one of the very first energy drink names people would think of.

Japanese Quality – Vietnamese Taste and Value

In Japan, Lipovitan became known in 1962 as a nutritional supplement drink that helped reduce fatigue and restore energy. Produced by Taisho Pharmaceutical, it was one of the world’s earliest energy drink brands. Lipovitan quickly became popular in Japan and was later exported to many countries.

A representative of Taisho Pharmaceutical shared that the brand arrived in Vietnam in 1999 along with the establishment of their factory in Khánh Hòa Province. From the very beginning, the company committed to its mission:
“To enrich lives by improving people’s health and beauty in ways that are socially responsible.”
Thanks to its quality and flavor, Lipovitan gradually earned the trust of Vietnamese consumers.

Lipovitan features a honey flavor that helps boost energy. (Photo: Taisho)

The company has continuously researched and refined its product quality and taste to better suit Vietnamese preferences. In 2016, the formula was improved with a smoother honey flavor, along with a convenient canned format.

The brand representative added that, looking back on more than 21 years accompanying Vietnamese consumers, the product’s success stems from five core strengths:
a long-established Japanese brand, produced in Vietnam with Japanese technology, Japanese-quality standards, and Vietnamese taste and pricing.

A Series of Community-Building Initiatives

Taisho Vietnam remains committed to contributing to the community, guided by the vision:
“To become the most trusted company closely connected to the local community; to conduct business with integrity; and to share benefits with society and partners.”

The year 2020 was especially difficult for many people due to the impacts of COVID-19, while Central Vietnam was struck by severe natural disasters. In October and November 2020, the company carried out the program “Grains of Gratitude – For Our Beloved Central Vietnam.”

The program “Grains of Gratitude – For Our Beloved Central Vietnam” delivered gifts worth over 300 million VND to local residents. (Photo: Taisho)

The initiative aimed to share in the losses and hardships of flood-stricken communities. Over two weeks, the program reached Ba Đồn, Triệu Phong, Bố Trạch, Lệ Thủy (Quảng Bình), and Dakrong and Vĩnh Linh (Quảng Trị).

A total of 1,200 relief packages—including rice, Lipovitan energy drinks, and detergent—were distributed to help ease the burden on households heavily affected by flooding.

Residents of Ba Đồn Town in Quảng Bình Province receive rice donated by Taisho Vietnam in October 2020. (Photo: Taisho)

Taisho Vietnam also organized the program “Gifts for Underprivileged Students” at Da Nang College of Economics and Planning in December 2020, offering 21 scholarships. Additionally, 34 gift sets were presented to disadvantaged students at Hue University during the 2021 Spring Gala on January 15.

“These community support activities reflect the company’s long-term vision and commitment to sharing benefits with society and our local partners,” the representative added.

(Source: Taisho Vietnam)