JAPAN CRAFT SAKE COMPANY Co., Ltd.
CRAFT SAKE WEEK 2026 Celebrates Its 10th Anniversary
- 活動期間：
- From September 2025
CRAFT SAKE WEEK is a festival of Japanese food culture that has attracted a total of 1.25 million visitors. To mark its 10th anniversary, CRAFT SAKE WEEK 2026 was held for a record-long 13 days, from Friday, April 17 to Wednesday, April 29 (a national holiday). The event featured 130 breweries and 20 restaurants, including many with highly sought-after reservations. SUNNY SIDE UP provided comprehensive support for both event operations and PR. Our PR efforts included a press conference to announce the event—a first for the festival—and brewery press tours for international (inbound) media. In total, we achieved approximately 1,500 media exposures, with an advertising equivalent value of approximately 1.2 billion yen.
背景
● Generating excitement for the 10th anniversary milestone
For this year's 10th anniversary, the event expanded its efforts to promote Japanese food culture, including welcoming GMO Internet Group as the first-ever title sponsor.
Furthermore, as a 10th-anniversary challenge, we produced the "JAPAN CRAFT DRINK STAND" to offer Japanese-born beverages other than sake, creating a CRAFT SAKE WEEK experience unlike any before.
施策
アイデア
● PR to drive attendance
SUNNY SIDE UP provided comprehensive support, including event operations and PR.
In terms of PR, we created more opportunities for media coverage than ever before. This included a live broadcast of over 30 minutes on Fuji TV's "Pokapoka" for the second consecutive year, the development of a collaboration menu with TV Asahi's "Kitchen Car Daisakusen!", and a newly implemented brewery press tour for inbound media and influencers.
As a result, we secured high-quality articles that served as a strong motivation for people to visit.
成果
● A record-breaking 300,000 visitors!
CRAFT SAKE WEEK 2026, a festival of Japanese food culture, was held over a record 13 days.
The total number of visitors reached a record high of approximately 300,000.
The event attracted many visitors from both within Japan and overseas.
