Occupied Japan

Even though some 47,000 US military personnel remain in Japan today, they are there at the invitation of the Japanese government under the terms of the Treaty of Mutual Cooperation and Security between the United States and Japan and not as an occupying force. Spears was eventually replaced by Beyonce Knowles, but ironically Spears would rejoin Pepsi's ad campaign again in a gladiator-spoof commercial in 2003, alongside Knowles, P!nk and Enrique Iglesias. The San Francisco Peace Treaty, signed on September 8, 1951, marked the end of the Allied occupation, and when it went into effect on April 28, 1952, Japan was once again an independent state (with the exception of Okinawa, which remained under US control until 1972). In 1999, Britney Spears became the new spokesperson for the chain, but was dropped 3 years later when she was spied drinking its rival Coca-Cola in public. In 1949, MacArthur rubber-stamped a sweeping change in the SCAP power structure that greatly increased the power of Japan's native rulers, and as his attention (and that of the White House) gradually diverted to the Korean War, the occupation began to draw to a close. Pepsi promptly dropped her, although she kept her 5 million dollar fee for the ads. After a short period of Democratic Party administration, Yoshida returned in late 1948 and continued to serve as prime minister until 1954. A year later Pepsi's attempts to make Madonna a new Pepsi spokesperson ended with the infamous "Like a Prayer" incident when Madonna's video brought charges of anti-Catholicism to the company.

Thereafter, the socialist party steadily declined in its electoral successes. Bowie was accused of sexual assault shortly afterwards and the company dropped the adverts immediately. This divisiveness in conservative ranks gave a plurality to the Japan Socialist Party, which was allowed to form a cabinet, which lasted less than a year. The company also agreed to sponsor Bowie's 1987 Glass Spider World Tour. For the 1947 elections, anti-Yoshida forces left the Liberal Party and joined forces with the Progressive Party to establish the new Democratic Party (Minshuto). In 1987, David Bowie and Tina Turner joined forces to advertise the soft drink, in an advert featuring a reworking of Bowie's hit Modern Love. The first postwar elections were held in 1946 (women were given the franchise for the first time), and the Liberal Party's vice president, Yoshida Shigeru (1878-1967), became prime minister. Although he continued to be associated with the drink, the company dropped him in 1993 after charges of child molestation were brought forward.

The old Seiyokai and Rikken Minseito came back as, respectively, the Liberal Party (Nihon Jiyuto) and the Japan Progressive Party (Nihon Shimpoto). However, when filming a second advert in 1984, a pyrotechnics stunt went wrong and badly burnt Jackson. Left-wing organizations, such as the Japan Socialist Party and the Japan Communist Party, quickly reestablished themselves, as did various conservative parties. The first international popstar to become a spokesperson for the drink was Michael Jackson, who along with his brothers (The Jackson 5) advertised Pepsi for "the new generation" in an advert featuring a reworking of his song Billie Jean. Political parties had begun to revive almost immediately after the occupation began. Pepsi has had a notorious association with popstars promoting the product over the last 25 years. Once Japan's wartime leaders were weeded out, a generation of junior officers was ready to take command of the country. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.[14].

While these other reforms were taking place, various military tribunals, most notably the International Military Tribunal for the Far East in Ichigaya, were trying Japan's war criminals and sentencing many to death and imprisonment. Thus Coke rapidly captured a significant market share away from Pepsi that might otherwise have needed years to build up. The Japanese written system was drastically reorganized to give the Toyo Kanji, predecessor of today's Jōyō kanji, and grammar was greatly altered to reflect conversational usage. When the Soviet Union fell apart, Pepsi was associated with the old Soviet system, and Coca Cola, just newly introduced to the Russian market in 1992, was associated with the new system. The longstanding issue of restricting Kanji usage, which had been planned for decades but continuously opposed by more conservative elements, was also resolved during this time. Pepsi had made a deal with the Soviet Union for scale production of Pepsi in 1974. The Imperial Rescript on Education was repealed, and the Imperial University system reorganized. However, Pepsi's dominance in Russia was undercut as the Cold War ended.

During the occupation, Japan's secondary education system was changed to incorporate three-year junior high schools and senior high schools similar to those in the US: junior high became compulsory, but senior high remained optional. In Russia, Pepsi once had a larger market share than Coca-Cola. Before and during the war, Japanese education was based on the German system, with gymnasiums and universities to train students after primary school. (regarded as an indicator of consumer preference), with Coca-Cola's dominance in exclusive restaurant, movie theater, amusement park, college, and stadium deals giving Coke the overall sales advantage.^{[citation needed]} In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was about 43.1 percent.[13]. In February 1947, Japan's workers were ready to call a general strike, in an attempt to take over their factories; MacArthur warned that he would not allow such a strike to take place, and the unions eventually relented, making them lose face and effectively subduing them for the remainder of the occupation. In the United States, Pepsi outsells Coke in central Appalachia, the state of North Dakota, the region in and around the state of Utah, and the city of Buffalo (by a 2-1 margin), all in the United States.^{[citation needed]} More importantly, Pepsi outsells its rival in grocery and convenience stores in the U.S. This turned out to be one of the greatest hurdles of the occupation, as communism had become increasingly popular among the poorer Japanese workers for several decades, and took advantage of Japan's recent left-leaning atmosphere. The term is now used as a historical reference to French-English linguistic animosity (During the partitionist debate surrounding the 1995 referendum, a pundit wrote "And a wall will be erected along St-Laurent street [the traditional divide between French and English in Montréal] because some people were throwing Coke bottle one way and Pepsi bottles the other way").

Women gained the right to vote, and in April of that year, 14 million turned out for the election that gave Japan its first modern prime minister, Shigeru Yoshida. "Pepsi" eventually became an offensive nickname for Francophones viewed as a lower class by Anglophones in the middle of the 20th century. Shinto was abolished as a state religion, and Christianity reappeared in the open for the first time in decades. Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance by relying on local Québécois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. The new constitiution guaranteed basic freedoms and civil liberties, abolished nobility, and, perhaps most importantly, made the emperor the symbol of Japan, removing him from politics. Other claim that: 1) Due to rumors of the use of cocaine, Coke was banned for a long time in India and 2) Recently that ban was lifted, however, Pepsi had maintained a commanding market share.^{[citation needed]}. In 1946, the Diet ratified a new Constitution of Japan which followed closely a 'model copy' prepared by the Occupational authorities, and was promulgated as an amendment to the old Prussian-style Meiji Constitution. [9] In 1993, Coca-Cola returned in pursuance of India's Liberalization policy.[10] In 2005, Coca-Cola and Pepsi together held 95% market share of soft-drink sales in India.[11] Coca-Cola India's market share was 60.9%.[12].

Five million acres (20,000 km²) of land were taken out of the hands of nobles and given to the farmers who worked them. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; Pepsi bought out its partners and ended the joint venture in 1994. The Allies dismantled Japan's zaibatsu: only their factories remained, in the hands of a wide array of corporations which eventually coalesced into what are now known as keiretsu. In 1988, Pepsi gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. Even so, at $46.9 billion in 2003, Japan's defense budget is the second-largest in the world, at 5% of the worldwide total spend on defense. By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a new government ordered the company to turn over its secret formula for Coca-Cola and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). Traditionally, Japan's military spending has been restricted to about 1% of its budget, though this is by popular practice, not law, and has fluctuated up and down from this figure (see Defense budget of Japan). Saudi Arabia and the Canadian provinces of Prince Edward Island, Newfoundland and Labrador, Quebec are some of the few exceptions.

However, within less than a decade, America was pressuring Japan to rebuild its army as a bulwark against Communism in Asia. Coke still outsells Pepsi in almost all areas of the world. The initial intent of the "Peace Clause" was to prevent the country from ever becoming an aggresive military power again. Local residents have been pressuring the government to close down the Pepsi unit in the village. Recently, Prime Minister Junichiro Koizumi and other politicians have tried to repeal this clause. Pepsi has also been alleged to practice "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the natives of Pudussery panchayat in the Palakkad distict in Kerala, India. During the occupation, a "peace clause" was also included in the constitution that specifically forbade Japan from waging war; although the origins are unclear, both Allied and Japanese leaders apparently took part. As of 2005, Coke and Pepsi together hold 95% market share of soft-drink sales in India.[8].

The national police force was dissolved and replaced by regional police forces. Both companies continue to maintain that their products meet all international safety standards without yet implementing the Supreme Court ruling.^{[citation needed]}. Shortly after his arrival, MacArthur ordered that all Japanese personnel give up their katana and wakizashi: seven tons of swords were confiscated and sent to San Francisco. On December 7, 2004, India's Supreme Court ruled that both Pepsi and competitor Coca-Cola must label all cans and bottles of the respective soft drinks with a consumer warning after tests showed unacceptable levels of residual pesticides.[7]. During 1947, BCOF began to decrease its activities in Japan and it was officially wound up in 1951. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks like soda. At its peak, the force numbered about 40,000 personnel. But an Indian parliamentary committee in 2004 backed up CSE's findings and a government-appointed committee is now trying to develop the world's first pesticide standards for soft drinks.

While US forces were responsible for overall military government, BCOF was responsible for supervising demilitarisation and the disposal of Japan's war industries.[1] BCOF was also responsible for occupation of several western prefectures and had its headquarters at Kure. Coca Cola and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. The official British Commonwealth Occupation Force (BCOF), comprised of Australian, British, Indian and New Zealand personnel, was deployed from February 21, 1946. In response to the news, numerous Indians burned bottles of these two brands of soft drinks in the streets.^{[citation needed]}. By the end of 1945, more than 350,000 US personnel were stationed throughout Japan. No law bans the presence of pesticides in drinks in India. While other Allied political and military leaders pushed for Hirohito to be tried as a war criminal, MacArthur resisted such calls, arguing that any such prosecution would be overwhelmingly unpopular with the Japanese people. However, this was the European standard for water, not for other drinks.

With the sanction of Japan's reigning monarch, MacArthur now had the ammunition he needed to begin the real work of the Occupation. CSE said it had tested the same products in the US and found no such residues. The two men met for the first time on September 28; the photograph of the two together is one of the most famous in Japanese history. CSE found that the Indian produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times^[6]. Once the food network was in place, at a cost of up to US$1 million a day, MacArthur set out to win the support of Hirohito. Tested products included Coke, Pepsi, Seven Up, Mirinda, Fanta, Thums Up, Limca, Sprite. His first priority was to set up a food distribution network; following the collapse of the ruling government, and the wholesale destruction of most major cities, virtually everyone was starving. In 2003, the Centre for Science and Environment (CSE), a non-governmental organisation in New Dehli, said aerated waters produced by soft drinks manufacturers in India, including multinational giants Pepsico and Coca-Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects.

General MacArthur was technically supposed to defer to an advisory council set up by the Allied powers, but in practice did everything himself. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that Coke and Pepsi have "been major targets in part because they are well-known foreign companies that draw plenty of attention." [5]. Allied (primarily American) forces supervised the country. Others claim 1) Pepsi was banned from import in India in 1970 for having refused to release the list of its ingredients^{[citation needed]} 2) In 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards.^{[citation needed]}. On September 2, Japan formally surrendered, signing the Japanese Instrument of Surrender, and the occupation began. [4]. No Allied personnel were to eat the scarce Japanese food. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; Pepsi bought out its partners and ended the joint venture in 1994.

No Allied personnel were to assault Japanese people. By most accounts, Pepsi gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. MacArthur himself arrived in Tokyo on August 30, and immediately set several laws: No Allied personnel were to fraternize with Japanese people. This is particularly exacerbated when a drink is sipped at frequent intervals throughout the day. Other Allied personnel followed. In addition, both 'diet' and non-diet variants are highly acidic, which is a cause of degradation of tooth enamel, making decay due to subsequent sugar intake more likely. They were followed by USS Missouri, whose accompanying vessels landed the 4th Marine Division on the southern coast of Kanagawa. Sugar is also a leading contributor to tooth decay.

On August 28, 150 US personnel flew to Atsugi, Kanagawa Prefecture, and became the first Allied forces to land on Japanese soil. An excessive intake of sugar has been suspected as a contributing factor in certain kinds of diabetes. Japanese officials left for Manila on August 19 to meet MacArthur and to be briefed on his plans for the occupation. Pepsi and other similar products contain a lot of sugar. On V-J Day, Truman appointed General Douglas MacArthur as Supreme Commander of the Allied Powers, to supervise the occupation of Japan. See phosphoric acid in food. The Soviet Union would be responsible for North Korea, Sakhalin, and the Kuril Islands, while the United States and the British Empire would have the responsibility for Japan, South Korea, and Japan's remaining possessions in Oceania. Some nutritionists assert that the phosphoric acid component of Pepsi-Cola, and other similar soft drinks, may be deleterious to bone health in both men and women, with some studies finding the effects to be more notably pronounced in female subjects.

At Potsdam, United States President Harry Truman, British Prime Minister Clement Attlee and Soviet leader Josef Stalin had agreed on how the Allied occupation of the Japanese Empire would be carried out. It is Pepsi with a tropical taste of tamarind and mango. It was V-J Day, the end of World War II, and the beginning of a long road to recovery for a shattered Japan. Another type is Pepsi Samba which was released in Australia in the 3rd Quarter of 2005. On the following day, Hirohito announced Japan's surrender on the radio. It is similar to other energy drinks such as Red Bull. Japan surrendered to the Allies on August 14, 1945, when Emperor Hirohito accepted the terms of the Potsdam Declaration. Pepsi X is another variation which contains more caffeine than regular Pepsi-Cola and in addition also contains taurine and guaranine.

. Pepsi Twist has been successfully marketed in Brazil (with lime instead of lemon), where a limited-edition version is also sold, the Pepsi Twistão, with an even stronger lime flavor. The occupation was satirised in the 1956 American film The Teahouse of the August Moon. Pepsi A-ha, with a lemon flavour was launched in India in 2002 but was not successful either. The phrase "shikata ga nai", was commonly used in both Japanese and American press to encapsulate the Japanese public's resignation to the harsh conditions endured while under occupation. PepsiCo also rivaled Coca-Cola's lemon-flavored products with Pepsi Twist, which was a commercial failure due to criticism of the taste. Many types of the drink have only been produced or sold for a limited time, such as Pepsi Holiday Spice, a spicy Hanukkah/Christmas seasonal finish of ginger and cinnamon.

In 2005, Pepsi Cappuccino was released in Romania and Bulgaria with another coffee flavored cola called Pepsi Tarik in Malaysia. Pepsico market tested coffee tasting variations of the drink with Pepsi Kona in Lehigh Valley and Pennsylvania areas between 1994 and 1996. Pepsico attempted the drink again with the Pepsi Blue in mid-2002 and withdrew it from the market in 2004. Crystal Pepsi was introduced in 1992 and sold until 1993 as a rival to New Coke which was also a failure.

Pepsico have attempted marketing many different flavors of the drink, however many were quickly discontinued amidst poor sales. Although there has always been a diet variation of the drink since it came out, Diet Wild Cherry Pepsi didn't become widely available until 2005, when Wild Cherry Pepsi was reformulated. Though rarely marketed, the drink remains widely available. In 1988, the company launched Wild Cherry Pepsi as a response to the popularity of Cherry Coke.

A caffeine-free cola called Pepsi Free was introduced in 1982 by PepsiCo as the first major-brand caffeine-free cola and is today sold as Caffeine-Free Pepsi and Caffeine-Free Diet Pepsi. Diet Pepsi is one of the most popular variations of the drink, containing no sugar and zero calories.Other popular variations of the drink are Pepsi Max and Pepsi ONE, both sugar-free colas. There are many types of Pepsi-Cola all differing in taste, price and appearance. And also in 1999 Janet Jackson signed on to the original "Ask For More" campaign which featured a song of the same name written and sung by Jackson.

Aretha Franklin was also a spokesperson in 1998. Pepsi said in a recent interview that Christina Aguilera has that 'dare for more' approach. This time Pepsi has a new spokesperson, the pop artist Christina Aguilera, a former spokesperson of Pepsi's rival Coke. He was infamously burned during the filming of a Pepsi commercial in 1984.

Singer-songwriter Michael Jackson boosted the sales of Pepsi in the 1980s when he became spokesperson for the company. Joan Crawford was married to Pepsi president Alfred Steele, and was advertising executive and board of directors member for several years. Later it used celebrities like Amitabh Bachhan, Shahrukh Khan, Kajol, Kareena Kapoor and Priyanka Chopra, as well as the national cricket team. In India, Pepsi first used the then chocolate boy Aamir Khan, model turned actress Mahima Chaudhary and model and ex-miss world Aishwarya Rai to promote its product.

have appeared in several different advertisements. As for Asia, celebrity and singers Jay Chou, Aaron Kwok, as well as the popular girl's group S.H.E. In Latin America both Colombian artists Shakira and Juanes have successfully promoted the soft drink. In Europe and the UK celebrities such as footballer David Beckham and pop stars that include Britney Spears, Jennifer Lopez, Janet Jackson, Five, the Spice Girls, S Club 7, Gary Glitter and Beyoncé Knowles have featured in campaigns for the drink.

Hundreds of celebrities have advertised for Pepsi products, for instance NASCAR driver Jeff Gordon who runs a Pepsi paint scheme at Talladega Superspeedway and Daytona International Speedway. As with most popular soft drinks, Pepsi and its associated beverages have had various celebrity spokespersons. The caffeine free Pepsi-Cola contains the same ingredients but does not include any caffeine. The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colourings, phosphoric acid, caffeine, citric acid and natural flavors.

Coke remains the more popular of the two. When the Pepsi taste became more popular, Coca-Cola adapted their drink to be closer to the American taste of Pepsi (New Coke).^[3] Although Pepsi claimed this a victory for their brand of cola, Coca-Cola soon reverted because, while testing showed the taste of the new Coke was better, consumers preferred Coca-Cola to stay the same. In the past, the difference in taste between Pepsi and Coca-Cola's Coke was even greater than it is today. While some claim that Pepsi tastes identical to Coca-Cola, others say they can detect a difference.

^[2]. Pepsi took great advantage of the campaign with television commercials reporting the test results to the public. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. In 1980, Pepsi introduced the Pepsi Challenge marketing campaign where Pepsico set up a blind tasting between Pepsi-Cola and rival Coca-Cola.

In 1964, the Diet Pepsi variation of the drink debuted, being the United States's first national diet soft drink. In the following years, the drink gained in popularity and in 1934, debuted the 12-ounce drink. ^[1]Eight years later, the company went bankrupt again, resulting in a reformulation of the Pepsi-Cola syrup formula. Megargel bought the Pepsi trademark.

In 1923, Pepsico went bankrupt due to high sugar prices as a result of World War I, assets were sold and Roy C. In 1909, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race". This forced Coca-Cola to change their formula; however, Pepsi-Cola was already free of these substances, and thus claimed they already met federal requirements. That same year, the US federal government passed the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and uranium from food and beverages.

In 1906, the logo was changed again. In 1905, Pepsi received its first logo redesign since the original design of 1898. The next year, Pepsi was sold in six-ounce bottles and sales increased to 19,848 gallons. That year, Bradham sold 7,968 gallons of syrup.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. It was made of carbonated water, sugar, vanilla, rare oils, pepsin and kola nuts. As Pepsi was initially intended to cure stomach pains, Bradham coined the name Pepsi from the condition dyspepsia (stomachache or indigestion). On August 28, 1898 , "Brad's drink" was changed to "Pepsi-Cola" and later trademarked on June 16, 1903.

Pepsi-Cola, originally called "Brad's drink", was first made in New Bern, North Carolina in the United States in the early 1890s by pharmacist Caleb Bradham. . There are several types of Pepsi, including Pepsi Vanilla, Diet Pepsi (the most popular variant), and outside the United States, Pepsi Max. Similar to Coca-Cola, its major rival, Pepsi was originally intended to cure stomach pains.

The brand was trademarked on June 16, 1903, though the drink was first made in 1898 by pharmacist Caleb Bradham. Pepsi-Cola, most commonly called Pepsi, is a soft drink produced by PepsiCo which is sold worldwide in stores, restaurants and vending machines.