Expanding Japan’s Cultural Assets to the World: A Journey of Value Inventory and "Translation" for the Future of Sake.

Japanese sake is a profound cultural asset. Our goal was not merely to rebrand it with a new look, but to perform a fundamental “inventory of its value”—translating its essence into a form that anyone, globally or locally, can intuitively connect with.

Our partnership with camo inc. is a record of multi-layered accompaniment, beginning with an innovative store launch at Haneda Airport, followed by strategic PR support for domestic events, and extending to international expansion in Hong Kong.

Phase 1:
Building the Foundation — An In-house style Launch Team

Our first project was the launch of a Sake can retail concept at Haneda Airport—a new touchpoint for experiencing sake.
However, with the opening just months away, critical elements like recruitment, training, and operational infrastructure were yet to be addressed. We moved beyond simple advisory, organizing an “in-house style external team” of experts to work directly within the company.
From creating shifts to conducting hands-on training, we materialized the founder’s passionate vision into a functional store and a cohesive team. This process of building from zero became the bedrock of our enduring trust.

Phase 2:
Broadening the Horizon — Strategic PR & Cultural “Translation”

Beyond physical store support, we addressed the challenge of expanding the sake cultural base. For “Wakate-no-Yoake” (Dawn of the Young Brewers), a festival celebrating next-generation sake makers, we led a PR strategy to maximize its social value.
Our focus was elevating the event’s internal energy into a broader “social narrative.” We hand-picked the ideal PR partners and provided meticulous direction to secure multi-angled media coverage. This resulted in a significant, long-form feature on a major national news program—a first in the event’s long history.
By “translating” a world that can often seem specialized or inaccessible into an open, relatable dialogue, we widened the gateway to sake culture for the general public.

Phase 3:
Global Bridges — Expansion in Hong Kong and Export Support

As the next step in opening Japan’s cultural assets to the world, we supported camo’s first overseas event in Hong Kong.
This was more than a one-time promotion; it was a process of deep market research to increase “resolution” for future global expansion. While managing the on-site event, we simultaneously conducted a thorough analysis of the local market and importers. By evaluating distribution channels and branding alignments, we identified the optimal partners for each brewery, leading to concrete export support.
We built a resilient foundation for sake to flourish globally by balancing high-energy brand creation with meticulous business structuring.

Beyond the Project

While the Haneda store has fulfilled its initial role, our relationship with camo continues to evolve. We believe this is because the value we provide is not just “store-building,” but a strategic and practical commitment to the founder’s will: Opening Japan’s cultural assets to the world.