Our obsession with Japan and its culture began when we began working alongside House of Suntory nearly 10 years ago. Since our partnership began, we’ve worked hard to understand Japanese culture and the influence it holds globally. We’ve been inspired on immersion trips around the country and this year, in recognition of this decade-long partnership, we’ve joined Japan House – the cultural home of Japan in London. A space for our team to immerse themselves in culture, learn from the masters and be inspired by authentic Japanese artists and craftsmen.

Over the past few years, the global drinks industry has experienced a profound transformation thanks to the influence of Japanese culture. Renowned for its rich traditions, meticulous craftsmanship, and a deep appreciation for harmony and balance within nature, Japanese culture has left its mark on the world of drinks from alcoholic spirits to tea.

Now, let’s explore key elements that have influenced the industry and shaped what we do as a creative drinks marketing agency.

The Art of Presentation: Embracing Elegance in Japanese Culture

Japanese culture emphasises beautiful aesthetics and presentation. This philosophy can be seen in everything they do - including drinks presentation, which has become a global sensation. From the delicate pour at a Japanese Tea Ceremony to crafting a spectacular-looking cocktail, the attention to detail is designed be celebrated.

We had the pleasure of working in partnership with Haku Vodka on The Art of the Martini activation, where simple ingredients were elegantly transformed into a flight of delicious and eye-catching martinis. Each element of the activation embraced elegance from the food and drinks through to the décor of the venue, for a truly authentic Japanese experience.

Craftmanship & Quality

Japanese distilling has a well-known history for its dedication to precision and craftsmanship (monozukuri). This commitment to excellence has played its part in the rise in popularity of Japanese whisky over the years, turning it into a $3.86 billion industry. House of Suntory is famous for its whiskies with award-winning brands Yamazaki, Hibiki, and Toki. Each brand is shaped by the incredible knowledge and mastery of Master Blender, Mr Shinji Fukuyo, whose attention to detail and passion for quality and innovation have made him a legend within the global drinks community.

Infusing Tradition with Modernity

Japan has become renowned for its ability to seamlessly blend tradition with innovation. Within the worldwide bartending community, more people are embracing Japanese techniques such as the art of ice carving and incorporating the use of seasonal ingredients like Sakura blossom, yuzu, and matcha to create interesting flavours to surprise and delight cocktail drinkers.

Not only do bartenders see the value in incorporating Japanese techniques behind the bar, but we’re also seeing an increase in Japanese-inspired bars and restaurants globally leaning into the spirit of omotenashi to offer guests a welcoming and memorable drinking experience.

Izakayas Go Global

The rise of the Izakaya (traditional Japanese pubs) has influenced the globalisation of Japanese culture. Traditionally, these establishments offered a space for people to come together to enjoy drinks and small plates after work. This style of drinking and dining experiences has become popular worldwide with bars such as 8 at The Londoner Leicester Square becoming hotspots for people looking to soak up Japanese culture.

It's undeniable that the growing intrigue of Japanese culture has played a pivotal role in shaping the landscape of our drinks industry. As we move into 2024, we cannot wait to uncover a deeper richness and appreciation for the Japanese people, processes, and craft through the incredible workshops and masterclasses at Japan House.