The color red likely comes to the mind of most consumers in Japan when discussing "vending machine". Red is for Coca-Cola, the global leader in the beverage industry. As early as 1910, orders were received in Atlanta, from Japan, for Coca-Cola syrup to be sold at select soda fountain outlets in Tokyo. From 1910 to the outbreak of World War II, nearly a million servings of Coca-Cola were sold in Japan. While Japan’s first vending machine was installed in 1962, today more than 980,000 vending units are in the market. Innovative technology has enabled the equipment to become more energy and coolant efficient.
A variety of Coca-Cola beverages exists in Japan including: Orange Coke, which was a product of the Lemon & Lime Coke that was released to go back into the citrus market again. Green Tea Coke, which contains tea antioxidants called catechins, leaves a slight green tea aftertaste and is mainly targeted at health-conscious women in their 20s and 30s. Coca-Cola Citra, a grapefruit-flavored carbonated soft drink. And all other Coke variants, Coke, Coke Zero, Coke Light are available in the Japanese vending machines.