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The First Collaborative Popup: A Blend of Sake and Skincare

In an exciting intersection of tradition and beauty, Iwate's oldest sake brewery, Azuma Mine Sake Brewery, joins forces with innovative skincare brand 1684 AZUMAMINE for their inaugural popup event. This unique collaboration will take place at Daikanyama Tsutaya in Shibuya, Tokyo, from March 20 to April 7, 2026.

A Celebration of Culture and Care

This popup is part of Daikanyama Tsutaya's spring initiative, "SPRING SWING 2026," which focuses on redefining lifestyle and self-care as we transition into a new season. The event aims to introduce visitors to the dual enjoyment of Japanese sake as a drink and the skincare benefits derived from sake lees, showcasing how these two worlds can beautifully coexist.

Attendees will have the opportunity to engage their senses in a space that celebrates both the joys of drinking sake and the self-care provided by skincare products crafted from sake byproducts. The popup responds to the growing interest in sustainable luxury, demonstrating how the byproducts of sake production can be harnessed to enrich skincare routines.

Experiential Learning at the Popup

At the venue, visitors can test and experience 1684 AZUMAMINE's sake lees-based skincare products first-hand. Not only can they delve into the textures and aromas of these unique offerings, but they will also have the chance to purchase their favorites right on the spot. The event promises to be an immersive experience showcasing the innovation of skincare infusions while celebrating the rich traditions of Japanese culture.

In addition to product showcases, the popup will feature sake tasting sessions every weekend from 11 AM to 3 PM. Participants can savor the distinctive flavors of Iwate's sake while interacting with knowledgeable staff who will share insights about the brewery's history and its artisanal craft. This is an excellent chance for sake enthusiasts to deepen their appreciation and discover new favorites to take home.

Introducing Innovation: New Product Launch

A highlight of the popup will be the exclusive early release of the 1684 AZUMAMINE Sake Lees Facial Soap, set to be officially launched in mid-April 2026. This product promises gentle cleansing while maintaining skin hydration, showcasing the benefits of moisturizing ingredients derived from sake lees. Attendees will be among the first to experience this innovative soap, which aims to perfectly complement the existing line of sake lees skincare products.

An Engaging Social Media Campaign

To further enhance guest experiences, an Instagram campaign will encourage visitors to share their moments at the popup. By posting their experiences and tagging the official 1684 AZUMAMINE account, they stand a chance to win exciting prizes, including sake lees skincare products, fostering a community of sake and skincare lovers.

About the Brands

Since its inception, 1684 AZUMAMINE has been on a mission to blend the age-old traditions of sake-making with modern skincare. By repurposing the nutritious sake lees into revitalizing skincare solutions, the brand not only promotes sustainable beauty practices but also champions the richness of Japanese culture and craftsmanship.

Azuma Mine Sake Brewery is not just a producer of fine sake; it is a storyteller of tradition, resilience, and the art of brewing. Together, they are paving the way for creative synergies in the beauty industry while ensuring that the legacy of sake culture continues to flourish.

Join us for this promising event that celebrates sustainability, artistry, and the joy of living beautifully with Japanese culture. Don't miss the chance to experience this unique fusion at Daikanyama Tsutaya, where every element is designed to delight your senses and elevate your lifestyle.

Event Details:
Dates: March 20 - April 7, 2026
Location: Daikanyama Tsutaya, Shibuya, Tokyo
For More Information: 1684 AZUMAMINE Official Site

Let’s raise a cup, or perhaps a cleanser, to the beautiful union of sake and skincare!