Confectionery giant Lotte has launched Shu-Chew Beats, a concentration-boosting tool that pairs custom-composed tracks with syncopated chewing to help office workers regain their focus. In response to a survey revealing that nearly 80% of Japanese employees struggle to concentrate in office environments, Lotte is pitching its gum as a functional candy that can serve as a 'brain warm-up exercise' for workers who feel distracted.The project, developed under the supervision of neuroscientist Professor Yoshikuni Edagawa of Ritsumeikan University, offers three hour-long soundtracks at different beats and chews per minute, each designed for specific concentration needs. Chill runs at 66 BPM for precision and accuracy, Hyper at 120 BPM for efficiency, and Extreme at 140 BPM for processing speed (and a decent jaw workout). Japanese electronic music artists Shohei Amimori, Shinichi Osawa and Pasocom Music Club created the tracks, which have racked up hundreds of thousands of views since they were uploaded to YouTube last month.Shu-Chew Beats answers a widespread consumer need for clarity, calm and control in increasingly overwhelming environments. Combining gum (a physical anchor) with neuroscience-informed audio (a cognitive anchor), Lotte positions itself not just as a candy brand, but as a tool for self-optimization. As the lines between wellness, productivity and entertainment continue to blur, how can your brand hit its own sweet spot by turning an everyday product or habit into a mindful ritual?
