Lotte turns chewing gum into a productivity tool with Shu-Chew Beats

Japan – In response to rising digital distractions and a survey reporting that nearly 80% of Japanese office workers struggle to concentrate, Lotte is repositioning chewing gum as a productivity aid. Framed as a ‘brain warm-up exercise’, Shu-Chew Beats synchronises musical beats with rhythmic chewing to improve focus and cognitive readiness.

Pairing metronomic chewing rhythms with three customised soundtracks, the brand has collaborated with Japanese electronic artists to create three tracks tuned to a specific BPM. The various modes are designed to activate different states of focus, ranging from calm concentration to rapid cognitive processing. By chewing Lotte gum to the beat, consumers can unlock new levels of concentration.

Blurring the lines between wellness and entertainment, Lotte provides a subtle intervention to restore clarity. As explored in our Functional Feasting report, the future of snacking lies in products that offer both emotional and cognitive benefits.