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All PR Campaigns › The Masterpiece of Japanese Artistry (Anna Sawai for Hibiki)

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The Masterpiece of Japanese Artistry (Anna Sawai for Hibiki)

PR Campaign
Friday 8th May, 2026

Hibiki named actor Anna Sawai its first global ambassador and launched “The Masterpiece of Japanese Artistry” campaign: photos and a short film link kimono-making with whisky blending, feature Sawai in a bespoke Chiso kimono and handcrafted washi labels, and include a kimono installation at JFK Airport to generate cultural attention through heritage-led visuals and storytelling.

Why it worked: It fused a breakout, awards-buzzy star with a first-ever ambassador milestone and a tangible airport installation timed to global travel reopening.

The lesson: Consider pairing a rising talent’s “first-ever” role with a striking public installation people can photograph while they’re in transit.

The House of Suntory Hibiki
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
whiskeypulse.com Hibiki Whisky and the Art of Japanese Craft | WhiskeyPulse Thursday 14th May, 2026
forbes.com Anna Sawai Is Hibiki’s First Global Ambassador Monday 18th May, 2026
harpersbazaar.com.au Anna Sawai is Hibiki's first Global Brand Ambassador Tuesday 19th May, 2026
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