Feeling the Lightness the Moment You Put It On! The Reasons Behind the Success of Afternoon Tea Living's "Zero Gravity Backpack"

The appeal of a backpack lies in its ability to leave your hands free, but depending on the items you carry and the materials used, the weight can burden your body.

To mitigate that burden, various brands have launched items claiming to reduce strain. One such item is Afternoon Tea LIVING's "Zero Gravity Backpack."

The Zero Gravity Backpack has garnered significant attention for its ability to let you "feel the lightness the moment you put it on." Since its launch in January 2023, it boasts sales of approximately 40,000 units to date (as of April 6, 2025).

What kind of features are hidden within it? We spoke with Manami Miyamoto, a buyer in the product planning department of ICL inc.

The Secret of Its Lightness: The Patented AGS Function

The Zero Gravity Backpack is characterized by its "lightness," which is a signature aspect of Afternoon Tea LIVING. How is this achieved?

"The Zero Gravity Backpack is equipped with the 'AGS Function (Anti Gravity System).' This groundbreaking feature reduces the weight of the load by using built-in rubber that bounces up and down like a spring while walking.

"Inspired by suspension systems (car shock absorbers), it was co-developed by designers from Hong Kong and South Korea and has been patented in China, the US, and by WIPO (World Intellectual Property Organization)."

Regarding its shock-absorbing function, external third-party inspection agencies were consulted for testing. A sandbag weighing 6 kg was loaded into the backpack, and during a free fall, the amount of pressure was measured, revealing that it reduces shoulder strain by approximately 43% compared to other brands without the AGS function.

Users trying the Zero Gravity Backpack in stores have expressed their surprise at how light it feels, immediately noticing the difference from other backpacks. Manami Miyamoto, who has been involved in bag planning for about eight years, also mentioned, "I have seen many backpacks with load-reduction features, but the Zero Gravity Backpack lets you feel the lightness like never before."

The first-generation Zero Gravity Backpack, the Standard Model, was released in January 2023. The motivation to focus on lightness came from the increase in remote work during the COVID-19 pandemic.

"We learned that more women were feeling the weight of carrying items home from work. With the aim of making working women's daily lives a bit easier, we began developing a backpack that emphasizes lightness."

The Standard Model is designed with the concept of being easy to use in both business and daily life while reducing shoulder strain. It incorporates water-resistant fabric with a glossy finish that is suitable for any setting, along with a double zipper for easy opening and a belt that allows for a carry-on option.

Additionally, to facilitate easy access to items while on the train, thoughtful details include the vertical zipper on the front pocket. Of course, laptops can be stored without any issues.

Although it was the first time for Afternoon Tea LIVING to offer a backpack priced over 10,000 yen, its high functionality was recognized, resulting in many more users picking it up than expected.

In response to feedback from many users, the following year we launched the "Function Model." The concept of this model is a backpack that reduces shoulder strain while packing in the features that customers want.

"We received requests from customers for more high-functionality items, even if it meant a higher price, and for styles that would fit more casual outfits, which prompted us to develop a new model.

"Additionally, those in sales positions who often go out tend to carry a more portable 13-inch laptop, whereas those in office jobs, where they are primarily using it at work, often have larger 15-16 inch laptops. With the increase in remote work, we realized that the demand for these larger laptops is higher than expected.

"Therefore, we maintained the AGS features and usability, but updated the Function Model's M size to accommodate 16-inch laptops more easily.”

“Additionally, we have changed the fabric to a more casual type, designed the backpack to stand on its own, and used mesh material for the internal and outer pockets to make contents easily visible... We are pursuing greater functionality based on feedback from customers and within the company.”

“However, when the bag gets larger, it can look bulky, so we meticulously designed the size and style to be appropriate for women.”

The Zero Gravity Backpack is used by many for commuting or attending school, while some users carry it as a parents' bag. There are also those who purchase additional bags for children or share with their spouse. Its lightweight nature, along with its high functionality and accessible design, makes it suitable for a variety of everyday scenes, regardless of age or gender.

On the other hand, some people, depending on their job, cannot choose a backpack as their work bag. Therefore, Afternoon Tea LIVING also released the "Zero Gravity Tote Bag." Besides incorporating AGS functionality at the base of the handle, it features bottom studs for stability when placed on the ground and enhanced small pockets, showcasing high functionality that rivals the backpack.

The Zero Gravity series is constantly being updated to meet diverse user needs.

To Accommodate Diverse Lifestyles

When asked about the future of the Zero Gravity series, Miyamoto replied:

“I believe that carrying heavy luggage while commuting or going to school can dampen one’s spirits. I want to develop this series to reduce such experiences and make daily life a bit more enjoyable.

"While our current models are receiving great feedback from customers, I want to further refine the functionality and explore designs that cater to new lifestyles.”

With its brand message of “spice of a day,” Afternoon Tea LIVING has held dear the desire to deliver a bit of spice and excitement to everyday life—a value that has been cherished since its founding. The Zero Gravity series, as one of the items that illuminate life, will surely continue to evolve.