SAKE HUNDRED Hosts Its First Pop-Up Event Celebrating New Year Edition Sake

SAKE HUNDRED: The First Pop-Up Event

SAKE HUNDRED, a prominent Japanese sake brand managed by Clear Inc. in Shibuya, Tokyo, is set to host its first-ever pop-up event. This exciting event will take place from November 20 to November 23, 2025, at Daikanyama Address, celebrating the launch of their special New Year sake, 'Byakko New Year Edition 2026'. This limited release aims to immerse participants in the rich culture of Japanese sake during the New Year season and promote a joyous start to the year with loved ones.

Event Highlights

The pop-up event, named 'Byakko “Omikuji” STAND', will offer a variety of engaging activities designed to create an auspicious atmosphere reminiscent of the New Year's celebrations. Ahead of the general opening, the event will preview for media and influencers on November 19, 2025.

1. Omikuji Lottery Tasting

Experience the thrill of fortune by participating in the Omikuji tasting event. For a fee of 2,200 yen, guests can draw an 'Omikuji' styled like the 'Byakko New Year Edition 2026' bottle. Depending on the fortune drawn, participants may have the chance to taste various specialty sakes, including the flagship 'Byakko', available exclusively for lottery sales for 38,500 yen (720 ml), and the unique ice-aged sake 'Raihi', priced at 165,000 yen (500 ml).

2. Wishes on Ema

Guests can express their hopes for the New Year by writing on original Ema boards designed with the 'Byakko New Year Edition 2026' label. These boards will be available for free, allowing attendees to hang their dreams and wishes at a dedicated Ema-locating area. The Ema can also be taken home as a cherished memory.

3. Special Sales of Byakko New Year Edition 2026

Daily limited quantities of 'Byakko New Year Edition 2026' will be available for pre-purchase during the pop-up days. This is a special opportunity to acquire this festive sake, as well as other offerings from the SAKE HUNDRED regular lineup, some of which can be taken home the same day.

Event Details

- Event Name: SAKE HUNDRED POP-UP 'Byakko Omikuji STAND'
- Date: November 20 (Thursday) to November 23 (Sunday), 2025
- Hours: 12:00 PM - 8:00 PM (Last entry at 7:30 PM)
- Location: Daikanyama Address SpaceA, 17-4 Daikanyama-cho, Shibuya, Tokyo. Access
- Admission: Free (Note: Alcohol is paid; cashless payment only)
- Experience Fee: Byakko Omikuji 2,200 yen (tax included)
- Booking: Reservations are preferred. Up to three people per group can attend. Walk-ins may be accommodated based on availability.
- Special Site: SAKE HUNDRED Pop-Up

On the road ahead, SAKE HUNDRED plans to expand its pop-up events to attract inbound customers, particularly after observing increased visitor numbers during peak seasons, such as the cherry blossoms in March-April and foliage in October-November. Future pop-up events will be held well into 2026, aimed at further engaging international visitors.

Business Insights

SAKE HUNDRED has successfully established itself in the sake market by focusing on a special production line and mostly selling products through e-commerce. However, by launching this pop-up event, the brand aims to connect more effectively with inbound customers who may not frequently use e-commerce while visiting Japan.

Additionally, the flagship 'Byakko', with its limited production, has historically sold out quickly, and the latest batch is no exception. The 2025 production saw record demand, leading to sold-out situations, and with a continuation of this trend, the brand's special New Year design is anticipated to attract considerable interest.

About SAKE HUNDRED

SAKE HUNDRED strives to fulfill hearts and brighten lives worldwide through unparalleled sake experiences. Through exceptional brewing techniques, SAKE HUNDRED offers sakes characterized by clarity, elegant aroma, and a lingering finish, promising unforgettable moments for those who indulge. Registration for exclusive offers and updates is available through their website.