transcosmos publishes MITSUYA CIDER FACTORY TYCOON on Roblox with Asahi Soft Drinks
Tokyo, Japan, July 16, 2025: transcosmos hereby announces that the company will publish the first Roblox game by Japan’s beverage company (*1), “MITSUYA CIDER FACTORY TYCOON,” in partnership with Asahi Soft Drinks at 10:00, on Friday, July 18, 2025.
transcosmos positions Roblox, an immersive gaming platform with as many as 97.80 million daily active users (*2), as a “next-gen experience platform” equal to social media and e-commerce platforms, and is offering comprehensive support for clients in planning and operating Roblox game content that users can simply enjoy. For this project, transcosmos acted as an overall project planner as well as a creative director, and planned and created the game together with EbuAction.
Reproducing the manufacturing process of MITSUYA CIDER in a virtual space, the game presents a learning factory experience. As an Asahi Soft Drinks factory staff, players can experience part of the work processes through playing the game, from mixing ingredients to filling a bottle, to shipping, as well as gain in-depth knowledge. The content enables players to gain a deeper understanding of soft drink manufacturing processes in a fun way.
* Source: transcosmos inc. research (as of July 16, 2025)
* Source: Three-month data up to March 2025 announced by Roblox Corporation.
This project also offers an independent research worksheet to summarize lessons learned in the game, which primary school students can use for their summer break independent research projects.
In addition, a factory tour guide at Asahi Soft Drinks Akashi Factory introduces the worldview of MITSUYA CIDER—one of the most popular soft drinks for more than 100 years—the history behind the product, and manufacturing process via YouTube Live during gameplay. In this streaming event, players can enjoy quiz and Q&A sessions that only livestreaming can offer.
Comment from each company
Mr. Shuichi Sugane, General Manager, Corporate Communication Department, Asahi Soft Drinks Co., Ltd.
With three 100-year brands—MITSUYA, CALPIS, and WILKINSON—we know the value of continuation. MITSUYA CIDER FACTORY TYCOON started from our passion to create a place where children who will shape the future can enjoy the experience of soft drink manufacturing that only we can offer.With the planning and development capabilities of transcosmos and EbuAction, players can enjoy a new factory experience unique to the Metaverse. We hope this new experience will turn as many players as possible into our fans.
Jin Mitsuda, Manager, Metaverse Promotion Department & Metaverse Evangelist, CX Business Promotion Division, CX Business Headquarters, transcosmos inc.
With this MITSUYA CIDER FACTORY TYCOON project, we aim to offer a “learning-based brand experience model,” that enables not only MITSUYA CIDER fans but also Roblox players across 180 countries worldwide to tour around an Asahi Soft Drinks factory and experience the company’s passion towards manufacturing while immersing themselves in the game. Making the most of insights accumulated in the Roblox platform, we will promote the creation of a new fan community that connects the taste of delight and safety to next generations with Asahi Soft Drinks by offering an augmented experience connecting online and offline.Mr. Keita Noda, President & CEO, EbuAction, inc.
Led by our competitive creative team, primarily composed of generation Z, we have been creating new brand experiences in the metaverse gaming worlds like Roblox. Now, combining our planning and development capabilities well-versed in the Roblox platform and transcosmos’s deep user insights, we have created a highly immersive game which makes everyone absorbed in the worldview of Asahi Soft Drinks. We are confident that this new brand experience that only Roblox can offer will surprise and delight you all.