#Japan #Tokyo #Shibuya #Smart Drinking #SUMADORI

Shibuya's Smart Drinking Project: Celebrating Five Years of Cultural Innovation

The Shibuya Smart Drinking Project, initiated in 2022 under the auspices of the Shibuya Ward, aims to create a society where diverse drinking choices are respected and supported. Spearheaded by the Shibuya Future Design Organization and Sumadori, a joint venture between Asahi Beer and Dentsu Digital, this project emphasizes collaboration among industries, academia, government, and the community.

As the project celebrates its fifth anniversary, students from the Attomi Gakuen Women's University, led by associate professor Tetsu Nakanishi, have produced a unique experiential exhibition titled "Time Travel Exhibition - A Journey Through Eras Starting from a Drink." This exciting venue will be hosted at SUMADORI Meets in Omotesando from May 13 to May 31, 2026.

The Shibuya Smart Drinking Project was launched during the 2021 Social Innovation Week, focusing on exceeding the traditional notions of drinking. It seeks to establish an environment where everyone can safely express their identity and preferences regarding alcohol consumption. Shibuya serves as a prime location for this initiative as it has historically been a melting pot of diverse cultures, giving rise to new social ideas from youth culture.

The project challenges participants to view drinking not merely as a personal preference but as a potential catalyst for social connectivity and cultural change. The forthcoming exhibition highlights this perspective by showcasing historical drinking culture across various epochs, creating a rich tapestry that allows visitors to reflect on their own drinking practices in a contemporary context.

Event Overview

• - Title: Time Travel Exhibition - A Journey Through Eras Starting from a Drink
• - Location: SUMADORI Meets, 4-11-6 Jingumae, Shibuya, Tokyo
• - Dates: May 13 (Wednesday) to May 31 (Sunday), 2026
• - Hours:

- Tuesday to Thursday: 12:00 PM - 8:00 PM (Last order at 7:30 PM)
- Friday to Sunday: 12:00 PM - 11:00 PM (Last order at 10:00 PM)

• - Attractions: Illustrations from five distinct historical periods, original non-alcoholic cocktails, and an experience board for participants to express their ideal drinking preferences.

Concept Behind the Time Travel Exhibition

This innovative exhibition emerges from the thoughts and emotions of modern youth regarding their often complicated relationship with alcohol. Through a survey, approximately 70% of respondents indicated they had never experienced the historical significance of alcoholic beverages, while about 90% expressed a desire to discover their ideal way of enjoying drinks. The exhibition aims to address this gap in understanding by highlighting how humanity has historically adapted its relationship with alcohol to fit the changing times.

Visitors can journey through historical periods, learning about the intricacies of drinking cultures from ancient times to the present. They will have the opportunity to enjoy cocktails inspired by various eras, such as:

• - Ancient Era: Mead Spirits - A non-alcoholic reinterpretation of one of the oldest drinks, made from rich grape juice mixed with honey. (900 yen)
• - Medieval Period: Non-Alcoholic Glühwein - A blend reflecting the heritage of German mulled wine, enhanced with coffee for depth. (900 yen)
• - Age of Exploration: Dark & Stormy - A Caribbean-inspired drink capturing the essence of adventure with rum-flavored syrup and ginger beer, featuring notes of herbal absinthe. (900 yen)
• - Edo Period: Plum Soda - A friendly cocktail showcasing the vibrant spirit of Edo with a combination of plum and strawberry flavors. (900 yen)
• - Prohibition Era: Non-Alcoholic Screwdriver - A playful reinterpretation of the classic cocktail, often enjoyed with a sweet cigar-shaped snack. (900 yen)

Perspectives from Local Leaders

Throughout the years, numerous local leaders have expressed their enthusiasm:

• - Kou Matsuzawa, Shibuya's Vice Mayor, commended the city’s aim of transforming differences into strengths, supporting a vibrant and diverse community.
• - Makoto Motoda, a director at Sumadori Inc., reflected on the project's growth and the evolving drinking values witnessed among younger generations.
• - Nobuko Nagata, Secretary General at Shibuya Future Design Organization, noted how the initiative has gradually helped individuals recognize that drinking can be personal and rooted in cultural expression.

As Shibuya continues to develop as a hub for new ideas and cultural movements, the Smart Drinking Project embodies a commitment to inclusivity and innovative collaboration. Participants of the Time Travel Exhibition will leave with a better understanding of their personal drinking journeys and the ways in which they can embrace smart drinking norms.

For more information, visit the Shibuya Smart Drinking Project website.

In summary, as the Shibuya Smart Drinking Project forges ahead, it inspires a new generation to not only embrace diversity in drinking but to also redefine cultural connections, empowering every individual to savor and adapt their alcohol experiences uniquely and freely.