Muscles are increasingly recognized for their role in promoting health. Certain hormones secreted by muscles have been shown to be effective in preventing conditions such as dementia and cancer. While it was previously understood through empirical observation that exercise helps prevent or delay the onset of dementia, this link is now being scientifically proven. It is also becoming clear that myokines—signaling molecules released by muscles—can help suppress diseases other than dementia. Building such muscle strength requires subjecting the body to significant loads, such as through strength training. When muscles are placed under heavy loads, muscle fibers sustain microscopic damage. Humans possess the innate ability to repair this damage. By repeating this cycle of “destruction and repair” (known as supercompensation), muscles grow thicker and stronger than they were originally. Protein is essential for this repair process; simply exercising is not enough to build muscle strength.
Young people dedicated to strength training prioritize protein intake in their diets. Generally, the recommended daily protein intake for adults is 65 grams for men and 50 grams for women; however, for young people serious about strength training, it is considered ideal to consume an amount in grams equal to double their body weight. Companies have stepped up to meet this demand for protein. One such example is Danone Japan’s protein drink, “Oikos.” Sales of the drinkable version of Oikos, launched in March of this year, have surged by more than 80%. A key selling point of this product is its high content of easily absorbed protein—25 grams per serving. Priced at nearly 300 yen, the 25-gram Oikos costs 50 yen more than the 18-gram version. Interestingly, however, when visiting convenience stores, it is often the more expensive Oikos that sells out first. This is because consumers are actively seeking products with higher levels of easily absorbed protein.
Nowadays, there is a growing trend toward simultaneously enjoying both “toki” (such as savoring pleasant moments) and “imi” (such as improving one’s health). In recent years, it has become clear that laughter contributes to maintaining and improving health as well as boosting vitality. If services that combine exercise and laughter were to emerge, they could create conditions that further promote well-being. ASICS and Yoshimoto Kogyo are two companies taking on this challenge. ASICS partnered with Yoshimoto to analyze the physical movements comedians make when performing their signature gags—specifically measuring metrics such as respiratory rate, heart rate, and exercise load. The analysis revealed that performing these gag-related movements led to improvements in both physical and mental states. Consequently, ASICS set out to create a new exercise routine incorporating gags performed by Yoshimoto comedians. If such exercises—developed from this innovative concept—become widespread, they could result in content that enhances stress resilience and fosters a sense of happiness. Furthermore, combining this approach with a high-protein diet might well pave the way for a healthy and enjoyable life.
