#Japan #Tokyo #SABRE Awards #dentsu PR #Tsugiki

Dentsu PR Consulting Triumphs at the 2026 Asia-Pacific SABRE Awards

Dentsu PR Consulting, headquartered in Minato, Tokyo, has earned recognition at the 2026 Asia-Pacific SABRE Awards in the Corporate Social Responsibility (CSR) category. Organized by PRovoke Media, formerly known as the Holmes Report, this prestigious award highlights excellence in public relations and communications across the Asia-Pacific region.

This accolade was awarded for the 'Tsugiki: Coffee Reborn' project, conducted in partnership with Tully's Coffee Japan. The initiative aims to address the '2050 Problem' in coffee cultivation by utilizing Japan's traditional grafting technique, known as 'Tsugiki.' This innovative approach seeks to revive endangered coffee species by collaborating with coffee producers worldwide, ensuring that their unique plant varieties survive the challenges of climate change and diminishing suitable cultivation areas.

The project is part of a broader initiative led by the 'dentsu CRAFTPR Laboratory,' a dedicated team that fuses public relations with creative strategies to deliver effective communication solutions that resonate with audiences and drive results. Their commitment to sustainability and social impact is reflected in this recognized work.

Since its inception in 2008, the Asia-Pacific SABRE Awards have gained a reputation for being one of the most competitive PR awards, attracting over 1,200 entries from across the region this year. The awards ceremony took place on August 18, 2026, in Singapore, revealing the winners across various categories. Remarkably, 'Tsugiki: Coffee Reborn' was also a finalist for the Platinum SABRE Award for Best in Show, which honors outstanding campaigns that excel across all categories.

Overview of the Awarded Campaign

• - Project Title: Tsugiki: Coffee Reborn
• - Client: Tully's Coffee Japan
• - Participating Company: Dentsu PR Consulting, Dentsu (dentsu CRAFTPR Laboratory)
• - Award Category: Corporate Social Responsibility

The initiative specifically tackles the pressing issue of declining suitable coffee-growing regions projected by 2050. By implementing traditional 'Tsugiki' techniques, the project focuses on regenerating endangered coffee varieties while supporting producers' incomes and introducing sustainable livelihoods for farming communities.

About the Asia-Pacific SABRE Awards

The term 'SABRE' stands for Superior Achievement in Branding, Reputation, and Engagement. The Diamond SABRE Awards commend exceptional efforts in seven key categories, including Company of the Year and Reputation Management. Moreover, the IN2 SABRE Awards spotlight innovations in various areas, from content creation to digital and social media use.

Winning campaigns from the Asia-Pacific SABRE Awards are also considered for the prestigious Global SABRE Awards, which honors the top 40 PR programs worldwide across various regions, including North America and EMEA.

About Dentsu PR Consulting

Established in 1961, Dentsu PR Consulting specializes in public relations services within the Dentsu Group. As strategic partners to businesses, governments, and organizations, they support reputation management through data analysis, insights-driven content development, and optimal information distribution design. Their commitment to driving social innovation has earned them accolades such as the Japan Consultancy of the Year and North Asia PR Consultancy of the Year from PRovoke Media, underscoring their status as a leading PR firm in Japan.

Dentsu PR Consulting's success at the 2026 Asia-Pacific SABRE Awards is a testament to their innovative approach and dedication to social responsibility, setting a benchmark for future initiatives in the PR industry.