Viral Water Mineral Luxury Price IDR 160 Million, What's Special?

Water Mahal (Doc. Fillico Jewelry Water)

JAKARTA - mineral water is usually synonymous with basic needs that are easily accessible to everyone. However, a Japanese brand, Fillico Jewelry Water managed to change that view by creating mineral water which became a symbol of luxury. Reported by VOI from the Oddity Central page on Wednesday, December 18, 2024, Fillico Jewelry Water is known to sell one of the most expensive bottled mineral water in the world, with an exclusive limited edition whose price reaches USD 10,000 or IDR 160 million per bottle. Launched in 2005, Fillico Water creates a complete luxury experience. This makes people willing to spend deeply in order to have it. Not enough to only use the best pure mineral water in Japan, they also invest largely in packaging designs marketed as works of art. This strategy is successful, and now Fillico Jewelry Water is one of the most searched for ultra-luxury drinking water brands in the duni for its limited edition. The Fillico water comes from the Nunobiki Water Gate located inside Rokkou National Park, Kobe, far from industrial or agricultural areas. This spring is known for its high mineral purity and content. Its water is filtered naturally through volcanic rocks, which is said to provide a distinctive fresh taste. Fillico claims they process this water with minimal techniques to keep its natural character.

However, purity alone is not enough to justify a very high price. This is where the role of packaging design is the main factor. Each bottle of Fillico water is hand-made work decorated with Swarovski crystals, gold, and royal symbols. This creates the impression that this is not just an ordinary water bottle, but a status symbol. Since marketing water as a luxury product is a difficult thing, Fillico faced a lot of skepticism at the start of its launch. However, the company's founders believe that there is a market for ultra-luxury water, and they have a strategy to make it happen.

A year after the company was founded, Christian Dior introduced Fillico Luxury Water to VIP clients. In 2008, Fillico became the official sponsor of the Cannes Film Festival. Shortly thereafter, this brand became a favorite among royal families around the world, and became increasingly popular among rich and influential people. Because each bottle of Fillico water was made manually. To maintain the impression of exclusivity, production is limited to only 5,000 bottles per month. This helps keep prices high. Currently, the second-generation bottle of Fillico Jewelry Water sells for USD 1,000 or Rp16 million, while its limited edition is marketed at a higher price.