#Japan #Generation Z #Shibuya #Smart Drinking

Smart Drinking Alliance Project 2025: A New Perspective on Drinking Habits

The Smart Drinking Alliance Project, spearheaded by the Shibuya Future Design organization, recently hosted an innovative student exchange event on July 8, 2025, at the Dentsu Headquarters. This initiative brought together students from four universities in the Kanto region to engage in discussions about the diverse ways of consuming alcohol, particularly from the unique perspective of Generation Z.

The term “Smart Drinking” (or “Sumadori”) refers to a modern approach that allows individuals—whether they choose to drink alcohol or not—to select beverages based on their personal preferences, health, and social situations. The project aims to promote an inclusive environment that respects the various ways people enjoy their drinks, catering to a younger crowd who is just beginning to explore their drinking habits.

As part of the initiative, students were encouraged to address the theme “How to Realize Smart Drinking” to foster a culture around responsible drinking. This aims to help the Z generation absorb smart drinking habits in their daily lives and encourage a change in behavior when it comes to alcohol consumption.

Throughout the event, students had the opportunity to share insights and lessons learned from their respective universities, allowing for a valuable exchange of ideas that could spark new innovations in drinking culture. The primary goal of the exchange was to uncover fresh perspectives and potential solutions to the social issues surrounding drinking habits today.

In addition to the student exchange, the event also aligns with the broader objectives of the Shibuya Smart Drinking Project, which seeks to continue creating opportunities for collaboration among educational institutions, businesses, and local government. This continued engagement is essential in developing a new drinking culture that can benefit society at large.

The event enjoyed participation from prestigious institutions, including Aoyama Gakuin University, Atomi Gakuen Women’s University, Kanto Gakuen University, and Nihon University, as well as notable companies such as Asahi Beer and Dentsu Digital. Participants are also scheduled to present at the upcoming Social Innovation Week 2025, an annual festival that brings together diverse sectors to foster social actions and cultural innovation.

The Social Innovation Week is organized by Shibuya Future Design and is recognized as one of the largest social and cultural design events in Japan. The next edition is slated for October 27 to November 3, 2025. You can find more information about this initiative on the official Social Innovation Week website.

The effectiveness of the Smart Drinking Alliance Project lies in its collaborative spirit, bringing together a diverse array of partners to address pressing societal issues. Through seminars on responsible drinking, workshops, and outreach events, the project focuses on nurturing a culture that honors the plurality of ways people can enjoy beverages while advocating for responsible consumption.

As the project progresses, it aims to cultivate an open innovation ecosystem where the diverse ideas and talents of Shibuya's community can contribute to tackling societal challenges. The goal is not only to benefit Shibuya but also to inspire solutions that resonate on a global scale.

For more information about the Shibuya Smart Drinking Project and its initiatives, please visit their website. This joint venture between Asahi Beer, Dentsu Digital, and the Shibuya Future Design organization exemplifies how collaborative efforts can support sustainable urban development and contribute to a more considerate culture around alcohol consumption.

In conclusion, the Smart Drinking Alliance Project 2025 is a significant step toward creating a more diverse and inclusive approach to drinking for the next generation. Through the exchange of ideas and experiences, the project opens new pathways for respecting individual choices and fostering responsible drinking habits in society. This collaboration not only engages students but also seeks to forge connections within the community to promote a healthier drinking environment for future generations.