Overview: The House of Suntory unveils “Made to Shine,” the inaugural brand campaign for Haku Japanese Craft Vodka, introducing internationally acclaimed musician Rina Sawayama as global brand ambassador. The initiative celebrates individuality and ingenuity while drawing inspiration from Tokyo nightlife and Japanese cocktail culture.
The Full Story
The campaign channels cultural momentum regarding Japanese craftsmanship, refinement, and thoughtful design. As global interest in Japanese culture expands beyond travel to embrace enduring values, Tokyo’s cocktail bars have earned a reputation for reimagining classic drinks through meticulous technique. Haku is designed not simply to create an exceptional vodka, but one that elevates the cocktail itself. The hero film follows Sawayama through the city’s vibrant nightlife, where she orders a Haku Martini, reflecting a modern expression of Japanese creativity.
Content rolls out across YouTube and social channels in key markets including the United States, the United Kingdom, and Australia. The campaign draws inspiration from Haku’s name, meaning “white” in Japanese and evoking jyunpaku, a sense of purity and brilliance. It encourages people to look beyond the familiar, challenge expectations and find their own way to shine.
Production & Profile
Made from 100% Japanese white rice, Haku delivers an exceptionally smooth vodka with a soft, subtly sweet character that brings refined depth and balance to every cocktail. The recommended serve is a Haku Martini, made with 2 1/2 parts Haku Vodka and 1/2 part dry vermouth, stirred for 30 seconds, strained into a chilled martini glass, and finished with a lemon twist.
Brand & Industry History
The campaign builds upon more than a century of The House of Suntory’s mastery of Japanese spirits. This legacy informs the production philosophy where craftsmanship is designed to create an exceptional vodka that elevates the cocktail itself.
What This Means
The initiative invites consumers to discover the brilliance of Japanese cocktail culture through digital, social, events, and experiential activations. In New York City, consumers will have the opportunity to discover the artistry behind the Haku Martini through exclusive Martini Masterclasses for members of The House of Suntory membership program.
Consumer Takeaway
Experience Japanese Cocktail Culture through the campaign’s digital presence and events. Members of The House of Suntory membership program receive access to members-only content, limited-edition release news, and priority consideration for select events in key cities.
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