The Campaign

In order to have foreigners experience the Spirit of Japan when enjoying sake, we designed new communication tool referred to as ORIGAMI SAKE CUP. Origami is a traditional and popular Japanese handicraft that creates various objects and forms by carefully folding paper. It’s a refined work of art and each step must be carefully and artistically folded to complete the Origami. It is endowed with the same the Spirit of Japan as found in Craft Sake. It is an opportunity for visitors to the Spirit of Japan, and Craft Sake, as they drink from their crafted cups. Essentially, we offer a twofold experience of the Spirit of Japan: Craft Sake and Origami Craft. After making your cup we hope you’ll have a new understanding for what it takes to make Craft Sake. This way foreign guests could fully appreciate the Spirit of Japan in Craft Sake in an unexpected way.

Creative Execution

To make the ORIGAMI SAKE CUP leave a lasting impression, it is necessary to design a cup that combines both function and graphic. The cup must be designed so that users can drink sake smoothly, while also being able to sense Japanese culture from the design graphic details. We created a coated waterproof paper with a washi-like texture using surface treatment technology, and, while developing the prototypes, selected forms able to drink. On the design side, we have created five motifs that have been familiar and auspicious in Japan since ancient times. The designs are: the Crane, the Turtle, Mt. Fuji, Goldfish, and Flowers. We created these motifs in colors evoking ukiyo-e, but we chose to leave the paper for the cup white so that users can appreciate the original color of the Craft Sake.

Indication of how successful the outcome was in the market

We held an event for foreigners visiting Japan in Ueno Sakuragi, Tokyo, which is a popular spot among foreigners visiting Japan because the area is one of the few that preserves the traditional Japanese cityscape. Within the setting of an old-style Japanese town house, event participants could fold ORIGAMI SAKE CUP sets themselves and then use the cups to taste Sawanoi sake. As a result, 95.4% of the participants indicated that they were "surprised the ORIGAMI SAKE CUP experience to drink sake from an origami cup"; 95.4% said the event was "a good idea for promoting Sawanoi"; 90.9% said "the ORIGAMI SAKE CUP is a wonderful tool in experiencing traditional Japanese culture"; and 86.3% of participants said "I would like to purchase Sawanoi brand sake".

We believe that the Tokyo Olympics to be held in 2020 is a great opportunity to promote Tokyo's Craft Sake "Sawanoi" to foreigners visiting Japan, and are currently considering steps to take in preparation for the 2020 Games. Because the ORIGAMI SAKE CUP is extremely lightweight and easy to carry, it has the advantage of being able to provide foreigners with the experience the Spirit of Japan – while tasting the Craft Sake – any time, any place, including airports, hotels and tourist destinations. We plan to hold tasting events at department stores, during which participants use the ORIGAMI SAKE CUP, with the aim of marketing the ORIGAMI SAKE CUP as a unique Japanese souvenir going forward. Through such activities, we hope to position "Sawanoi" as a leading brand of Craft Sake and broaden awareness of the brand among people in Japan and overseas.