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Mevius

Mevius was launched in 1977 under the name Mild Seven and was intended to be a mild version of the Seven Stars brand in Japan in 1977, it was launched overseas in 1981. It is the first brand that adopted the charcoal filter in American blend in Japan. Initially it was designed to treat Mild Seven similar to Seven Stars, but in accordance with the fact that JT changed the F1 participation brand from Cabin (another Japanese brand owned by JT) to Mild Seven in 1994, the vertical blue left side of the white background was changed to a belt design. At the time of this, the advertising slogan "The blue world of mild seven" was used in the television commercials, and after that blue became the colour of choice for the brand.

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