#Japan #Tokyo #dentsu PR #Coffee Reborn #Tsugiki

Dentsu PR Consulting Achieves Recognition at PR Awards Asia-Pacific 2026

Dentsu PR Consulting has proudly announced its recent achievement of a Bronze award in the Environmental category at the highly esteemed PR Awards Asia-Pacific 2026. Organized by Haymarket Media, a leading PR and marketing media entity based in the UK, this prestigious event recognizes outstanding marketing and communication initiatives worldwide.

The award-winning project, titled "Tsugiki: Coffee Reborn", was implemented in collaboration with Tully's Coffee Japan and aimed to address the critical issue anticipated for the year 2050: a significant decline in suitable coffee cultivation areas. By utilizing traditional Japanese grafting techniques known as "Tsugiki", Dentsu PR Consulting partnered with coffee producers overseas to resurrect endangered native coffee species distinctive to various cultivation regions.

This innovative approach not only contributed to the improvement of producers’ revenues but also provided sustainable livelihoods for farming communities. The project was spearheaded by the CRAFT PR Laboratory, a collaborative initiative involving both Dentsu PR Consulting and its parent company, Dentsu.

The PR Awards Asia-Pacific is a coveted platform highlighting exceptional marketing communications strategies with a focus on environmental sustainability. The recognition bestowed upon the "Tsugiki: Coffee Reborn" project signifies the growing importance of integrating sustainable practices in business operations, especially in industries facing ecological challenges.

Overview of the Tsugiki: Coffee Reborn Project

• - Client: Tully's Coffee Japan Inc.
• - Participating Companies: Dentsu PR Consulting, Dentsu Inc.
• - Award Category: Environmental (Bronze)

The dire predictions surrounding the "2050 Problem" — the anticipated severe decline in areas suitable for coffee cultivation — set the stage for this project. Adopting innovative agricultural techniques helps revive unique, endangered coffee species while ensuring economic benefits for farmers. By nurturing sustainable agricultural practices, Dentsu PR Consulting is paving the way for a more resilient future for coffee production.

Dentsu PR Consulting, established in 1961, functions as a specialized PR firm within the Dentsu Group, serving as a strategic partner to businesses, governments, and organizations. The company aims to support reputation management through data analytics, insights-driven content development, and optimal information dissemination design. Their efforts are directed toward achieving social innovation in partnership with clients.

Throughout its history, Dentsu PR Consulting has been awarded prestigious titles such as the “Japan Consultancy of the Year” and “North Asia PR Consultancy of the Year” by PRovoke Media, formerly known as Holmes Report. These accolades highlight the company’s commitment to excellence in the field of public relations and communication.

The recognition received at the PR Awards Asia-Pacific 2026 for the "Tsugiki: Coffee Reborn" project marks a significant milestone in Dentsu PR Consulting's continuous endeavor to champion sustainable practices within the PR industry. As the company advances, it remains dedicated to supporting social and environmental initiatives, reassuring clients and communities alike of its commitment to fostering positive change.

In conclusion, Dentsu PR Consulting’s recent award not only highlights its innovative approach and commitment to sustainability but also serves as an inspiration for other companies in the industry to prioritize environmentally conscious practices in their operations. With the world facing pressing ecological issues, initiatives like "Tsugiki: Coffee Reborn" are essential for creating a sustainable future for all.