#Japan #Tokyo #Suntory #eLife #Kodawari Sakaba

Launch of Unique Merchandise Design Voting in 'Kodawari Sakaba' Fan Community

The 'Kodawari Sakaba' fan community, supported by eLife Inc., is marking its fifth anniversary this year, having been established to foster a sense of connection between fans and the popular 'Kodawari Sakaba' brand by Suntory Holdings Limited. Starting May 26, 2026, members will have the opportunity to vote on original merchandise designs during the 'Original Merchandise Design Voting' event.

A Community for True Fans

This community is unique, being the only fan club for Suntory's RTD (Ready-to-Drink) brand. Membership is completely free, allowing anyone who enjoys 'Kodawari Sakaba' to register and participate. Enthusiasts can partake in activities such as posting recipes, sharing experiences in the 'Evening Drink Gallery', and entering campaigns to win original merchandise, all of which create a cozy atmosphere around their shared love for the brand.

You can explore more on their official page: Kodawari Sakaba Fan Community.

Voting for Original Designs

The voting project invites community members to choose the design for new merchandise, expanding the previous year’s options from three to four distinct candidates. This year, voters can select from a variety of designs such as Nordic patterns, traditional curtains, and a blanket featuring a vibrant icon motif inspired by izakaya snacks, reflecting a lively and contemporary aesthetic.

• - Project Name: Let's Choose the Design! Special Kodawari Sakaba Blanket
• - Execution Period: May 26, 2026 - June 14, 2026
• - Eligibility: Members of the Kodawari Sakaba Fan Community (registration is free for individuals aged 20 and over)
• - Voting Method: Vote on the website from multiple design options
• - Merchandise: Original Kodawari Sakaba Blanket
• - Design Page URL: Vote Here
• - Notes: The selected merchandise is scheduled to be offered as part of the points program after October 2026.

The Birth of an Online Community

In a rapidly evolving RTD market, where new products are constantly introduced, conveying unique values of each product is a shared challenge. To enhance customer lifetime value and foster direct connections with fans, the Kodawari Sakaba brand established its fan community in 2021. This platform emphasizes warm virtual interactions reminiscent of an izakaya, with various characters like 'Taisho' and 'Okami' crafting an inviting digital ambiance.

Here, fans can comfortably share everyday moments they cherish, engaging with a community of like-minded individuals, far removed from the pressures of traditional social media.

The fan community has become a welcoming space where members can immerse themselves in the brand’s essence and connect with others who share their values, providing a unique experience unlike any other.

Connecting Generations of Fans

Since its inception, the Kodawari Sakaba Fan Club has surpassed 38,000 members with over 15,000 total submissions. Its diverse membership spans age and gender, united by a passion for the brand. This community actively shares insights with new product tries, accompanied by their own photos of evening drinks and inventive recipes. Unlike usual social media channels focused on aesthetics, this community resonates with genuine enthusiasm and a shared narrative.

Moreover, through online events, members have the opportunity to interact directly with brand representatives, creating a sense of camaraderie akin to that of a physical izakaya.

Gathering Real Voices of Fans

The community also serves as a strategic hub for gathering customer feedback (VOC - Voice of Customer) for Suntory. By analyzing daily submissions and comments, the brand quickly grasps deep customer insights, revealing authentic drinking experiences and subtle preferences that mass advertisements typically overlook.

Regular experiential surveys centered around new and limited edition products are conducted to refine feedback collection further. Recently, 19 ambassadors were appointed based on significant loyalty and contribution, enhancing engagement within the community.

These genuine insights are instrumental in refining advertising strategies and product planning, promoting a synergistic relationship between fan engagement and brand development.

For an interview with Suntory representatives on the unique community built, click here.

About eLife Inc.

Since its foundation, eLife has pursued innovative dialogues between companies and consumers across various sectors. Rather than merely creating communities, eLife believes in nurturing them and ensuring they contribute meaningfully to businesses. Their integrated marketing platform, eLife Community Suite, facilitates effective communication solutions for brands and customers alike, driving efficient marketing strategies.

For more information about eLife and its services, visit eLife Official Site.

Conclusion

The 'Kodawari Sakaba' Fan Community exemplifies how a brand can foster genuine relationships with its consumers, creating an engaging environment that celebrates the shared love of evening drinks while actively inviting fan participation in shaping merchandise that resonates with their community.