INHOP

INHOP was a Japanese health science company established in 2019 as a joint venture between Kirin Holdings and Dentsu Group. The company specialized in the development and commercialization of products based on matured hop extracts (MHBA), a proprietary ingredient discovered by Kirin through its beer brewing expertise. These extracts were designed to support cognitive functions such as memory, attention, and mental performance by activating the vagus nerve via bitter taste receptors in the gut. INHOP's product portfolio included dietary supplements like HOPinGUMMI and JUKEN-RYOKU, as well as functional beverages like Hoplus. Despite its innovative approach to brain health and wellness, the company was dissolved on March 22, 2024. Its operations and product sales were briefly managed by Kirin Holdings before the brand's official shop was closed in early 2025.