Experiential Events, Media Relations

Celebrating House of Suntory’s 100 years of Japanese craftsmanship

Overview

Upcycle brought House of Suntory’s global centennial campaign to life in Southeast Asia through a series of unique experiences that captivated media and influencers from Singapore, Malaysia, Thailand, and Vietnam. Activities included hosted distillery tours in Japan, an immersive exhibition and tasting at the ArtScience Museum in Singapore, and an air-side pop-up with local celebrities at Changi Airport to generate buzz in global travel retail. Every touchpoint reinforced the brand’s pioneering spirit, dedication to monozukuri and relentless pursuit of quality.

Client

House of Suntory

Press

The Straits Times: How Suntory became world-famous with the Yamazaki, Hibiki and other prize-winning whisky

Lifestyle Asia: After 100 years of Japanese whisky, what’s next for the House of Suntory

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