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Kirin Beer and Tokyu Hotels Join Forces to Preserve Fireworks Festivals

Kirin Brewery Company is taking significant steps to protect Japan's cultural heritage associated with fireworks festivals through its initiative called "Harekaze ACTION". This summer, Kirin is proud to announce a partnership with Tokyu Hotels & Resorts, a collaboration aimed at expanding support for these traditional events that have faced numerous challenges in recent years.

The Crisis Facing Fireworks Festivals

In recent times, fireworks festivals across Japan have encountered serious hardships. Rising costs due to inflation, enhanced security measures leading to increased operational burdens, and financial difficulties faced by local governments have forced many events to either cancel or reduce their scale. "Harekaze ACTION," a program launched by Kirin Beer in 2024, aims to address these issues by donating a portion of its sales to support regional fireworks festivals.

This summer, in collaboration with Tokyu Hotels, a special campaign will commence in 22 selected banquet venues across their nationwide network, which will feature Kirin Beer. Each time a bottle of "Harekaze" is ordered, Tokyu Hotels will donate an additional ¥0.8 for every bottle sold, which will then go directly to support fireworks festivals in various municipalities across Japan. This initiative transforms every visit to a Tokyu Hotel into a meaningful contribution towards preserving Japan's cherished fireworks culture.

Expansion of Support for Local Festivals

Kirin Brewery's original vision was to select 47 local governments, contributing a total of ¥80 million to support the continuation of fireworks and cherry blossom viewing events during the initial year of Harekaze ACTION. However, for the upcoming summer of 2025, that number has more than doubled to include 95 municipalities, including two that were postponed last year. This expansion highlights Kirin's dedication to not only supporting local traditions but also ensuring that communities can celebrate these events in the future.

As part of this initiative, Kirin Brewery has also introduced a participation program where consumers can contribute directly to these efforts. With every purchase of Kirin beer, customers can expect a donation of ¥0.5 per 350ml can, ¥0.8 per 500ml can, ¥0.8 per medium bottle, and ¥4.8 for each 3L pet bottle. Additionally, by scanning a QR code on the packaging, consumers can access a dedicated site where they can learn more about the initiative and even donate their earned "Harekaze coins" to their chosen municipalities.

Continued Engagement with the Community

The partnership with Tokyu Hotels is a response to the overwhelming desire from consumers to participate in the preservation of these cultural events. Kirin's ongoing commitment includes developing the "Sakura AI Camera," a community-driven platform for sapling preservation projects, further promoting engagement among the public. This way, individuals not only support local events financially but also become active participants in the conservation of Japan's natural beauty and traditions.

In conclusion, the collaboration between Kirin Beer and Tokyu Hotels signifies a strong commitment to ensuring that Japan's historic fireworks festivals remain a vibrant part of community life. As the initiative broadens, it brings together corporations, communities, and individuals in a collective effort to celebrate and preserve the symbolic experiences that define Japan's cultural identity.

For more details on how to participate in this initiative, visit Harekaze ACTION. Let's ignite the skies with fireworks while preserving our rich traditions for generations to come!