Key facts
- Otsuka Holdings aims for Pocari Sweat overseas sales to reach 100 billion yen by 2028, an 80% increase from 2023.
- The company is capitalizing on rising concerns about extreme heat in the U.S. and Europe.
- Otsuka America established a Science Advisory Board (SAB) in July 2025 to address heat illness prevention.
- The SAB has developed new guidance for practical, preventive heat management strategies.
- In 2023, the U.S. saw nearly 120,000 emergency department visits for heat-related illnesses.
Japanese pharmaceutical giant Otsuka Holdings is strategically expanding the global presence of its Pocari Sweat electrolyte drink, with a particular focus on the U.S. and European markets. The company anticipates that increasing concerns over extreme heat waves in these regions will drive significant sales growth, projecting overseas revenue to reach 100 billion yen ($627 million) by 2028, an 80% increase from 2023 levels.
To bolster its position and credibility, Otsuka America, a subsidiary, announced the establishment of the POCARI SWEAT SCIENCE ADVISORY BOARD (POCARI SWEAT SAB) in June 2026. This board, formed in July 2025, comprises leading international experts in heat stress, hydration, sports medicine, and occupational health. Its primary mission is to develop and promote evidence-based guidance for heat illness prevention.
The initiative comes as heat-related illnesses pose a growing public health challenge, particularly in the United States, where emergency departments recorded nearly 120,000 visits for such conditions in 2023. The SAB aims to address limitations in existing guidelines by focusing on practical, preventive measures applicable in everyday settings, including leisure and sports. The board's first major output is a simplified guide to preventing heat exhaustion and heat stroke, available in English and Spanish.
Notable figures on the board include Dr. Bob Murray, former director of the Gatorade Sports Science Institute, who co-chairs the SAB, lending significant industry expertise. Koji Yamada, a director at Otsuka America, also represents the company's direct involvement. The company has stated that board members are compensated for their time, with their involvement not constituting a product endorsement, aiming for transparency in leveraging independent scientific authority.