[Renovate the image of shochu with a manga planned by the Z
generation] It has been decided to develop “Yame no Dai Yamadoki”, whose main character is a man in his 20s who stumbles upon his favorite brand!
Trend Pro Co., Ltd. Press release: December 26, 2024 [Renovating the image of shochu with a manga planned by the Z generation] It has been decided to develop “Yame no Dai Yamedoki”, whose main character is a 20-year-old who stumbles upon his favorite brand! ~Aiming to dispel the traditional image of shochu held by young people and promote responsible drinking~
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https://prcdn.freetls.fastly.net/release_image/39939/70/39939-70-066154955d739d50c33945bbc6151f45-1912×2700.png Trend Pro Co., Ltd. (Head office: Minato-ku, Tokyo, President and CEO: Hiroyuki Okazaki; hereinafter referred to as Trend Pro) is Hamada Sake Brewery Co., Ltd. (Head office: Ichikikushikino City, Kagoshima Prefecture, President and CEO: Yuichiro Hamada) Under his supervision, we created an original manga called “Yame no Dai Yamadoki” aimed at young drinkers in their 20s and their parents, in order to update the image of shochu and convey the importance of proper drinking. ■Planning background When Trend Pro’s Generation Z employees tried Hamada Sake Brewery’s fragrant shochu, they were surprised by the fruity taste and ease of drinking without the shochu smell, and thought, “I’m sure I’ll find the shochu that suits me!” It all started when I wanted to convey this message to my generation. Our company, which produces manga for companies, has a purpose of “Revolutionizing what we want to convey around the world with manga α”. We wanted to use the power of manga to update the perception of shochu among people in their 20s that it is difficult to drink and that it is something older people drink, and to revitalize the shochu industry. The supervision was commissioned to Hamada Sake Brewery, a long-established shochu manufacturer in Kagoshima Prefecture whose scented shochu has been popular in recent years.In addition to the appeal of shochu, it also includes content that educates about healthy and appropriate drinking, thereby promoting awareness of drinking among people in their 20s. The finished work aims to improve literacy. In addition to posting three independent episodes on SNS in December, February, and March, we also plan to have a real exhibition. (About appropriate drinking) While the tradition and culture of alcohol is deeply ingrained in people’s lives, inappropriate drinking can lead to health problems. In order to promote the dissemination of knowledge about the risks associated with drinking, the Ministry of Health, Labor and Welfare has created the “Guidelines for Healthy Drinking,” which helps people determine the appropriate amount of alcohol and drinking behavior according to their individual circumstances. . Guidelines for healthy drinking
https://www.mhlw.go.jp/stf/newpage_38541.html Hamada Sake Brewery (Hanashi related to appropriate drinking)
https://www.hamadasyuzou.co.jp/business/responsibledrinking/ ■Manga overview Series name: “Yame no Dai Yamadoki” The main character, Yame, is a fourth-year university student who is about to make her debut as a member of society. As drinking opportunities increase, I will tell you about the moving experience of encountering shochu that completely changed my image of shochu and how to have a good relationship with alcohol in three episodes. The project was planned by three of our company’s manga editors in their late 20s and manga artist Wasabi Aoiyama. As a manga drawn from the perspective of a man in his early 20s who made his professional debut several years later, I aimed to create a work that would be easily empathized with by people of the same generation. ・Manga submission destination Trend Pro Official X (https://x.com/trendpro_tw) Manga artist “Wasabi Aoiyama” _blank” rel=”nofollow ugc noopener”>https://x.com/ahowasa86) ・Episode 1 “Father’s Special” Posted: Thursday, December 26, 2024 Real exhibition decided: Yocado Kagoshima (https://yocado-kagoshima.jp/access/) Exhibition period: Saturday, December 28, 2024 to Friday, January 31, 2025 ・Episode 2 “Was the surprise a huge success?” Posted: Scheduled for mid-February 2025 ・Episode 3 “Tonight I’m a bit of an adult” Posted: Scheduled for late March 2025 ■Comment from manga planner When our manga representative, who loves alcohol, tried Hamada Sake Brewery’s aromatic shochu, he was shocked by the fruity and refreshing scent, which was completely different from his previous impressions, and said, “I’m sure you’ll find the shochu that suits you. !” This is what inspired me to start this project. I feel that many of us, Generation Z in particular, feel that shochu is difficult to drink and that it is something only older people drink. “Yame no Dai Yamedo” was born after many exchanges of opinions with Hamada Sake Brewery, in hopes of conveying a different image of shochu to people of our generation. During the planning and production process, we were especially conscious of the balance and empathy of the overall content. If we focus too much on educational content that focuses too much on proper drinking, or if we lean too much on scenes of drinking, the manga will be difficult to convey, so it is important to keep in mind that the main character’s communication with his family and friends will be difficult to understand. We sought a way to convey the refreshing appeal of shochu without any discomfort, and to educate people about responsible drinking. ■Comment from manga artist Wasabi Aoiyama My name is Wasabi Aoiyama and I created the manga! I had fun depicting how the main character, Yame, who is about to make her debut as a member of society, uses shochu as an opportunity to get closer to the people she cares about and colors special scenes. I think it’s great that delicious, easy-to-drink alcohol is accessible to all generations, and that everyone can share the deliciousness. I hope that through the manga, readers will want to enjoy their meals on special occasions. ■Hamada Sake Brewery PR comment The main drinking group in the shochu industry is people in their 40s and 50s and above, but some people have an old-fashioned image and feel that shochu has a high bar. However, thanks to the efforts of brewers, the development technology is evolving day by day, and it is now much easier to drink than in the past. In addition, in recent years, “fragrant shochu” with fruity aromas and tastes have become popular, and we feel that interest in shochu is increasing among young people who are not fond of shochu. The main character, who is about to make his debut as a working adult and is required to self-control his drinking, encounters shochu in a way that changes his conventional image, creating an “entrance” that allows you to enjoy a variety of shochu while observing drinking rules and etiquette. I would be happy if it were. (Company Profile) ■Trend Pro Co., Ltd. Since its founding in 1988, Trend Pro, which provides total production to solve corporate issues, boasts a track record of supporting 2,400 companies and 12,000 cases. With the purpose of “revolutionizing what we want to convey around the world with manga alpha,” we provide support for solving problems through various outputs such as advertising, recruitment, internal manuals, business books, etc. Location: 8th floor, SANKI
Shibakanesugibashi Building, 1-4-3 Shiba, Minato-ku, Tokyo
Representative: Hiroyuki Okazaki Established: November 22, 1988 URL: https://trendpro-group.com/ Business details: Planning, production, editing, and publishing of all manga-related products ■Hamada Sake Brewery Co., Ltd. From Ichikikushikino City to the whole country and then to the world. A long-established shochu brewery founded in the first year of the Meiji era. We have three breweries: Denbeizou, Denzoingura, and Kanayamagura, and each brewery continues to embody the philosophy of shochu making based on the concepts of “tradition,” “innovation,” and “inheritance.” In recent years, in addition to the authentic potato shochu “DAIYAME”, which triggered the expansion of the “fragrant shochu” market, we have also released a botanical barley shochu “CHILL GREEN spicy & citrus”, which appeals to drinkers who were not fond of shochu. Gained support. We continue to take on the challenge of revitalizing the domestic shochu industry, which continues to shrink. Head Office: 4-1 Minato-cho,
Ichikikushikino City, Kagoshima Prefecture Founded: 1868 (first year of the Meiji era) Business content: Alcoholic beverage manufacturing industry Official website: https://www.hamadasyuzou.co.jp/ *Contents are as of the time of press release distribution. Subject to change without notice. *Product names, service names, etc. are trademarks or registered trademarks of each company. ＜Contact information＞ Trend Pro Co., Ltd. 8th floor, SANKI Shiba Kanasugibashi Building, 1-4-3 Shiba, Minato-ku, Tokyo 105-0014 Tel: 03-6665-8864 (In charge: Kinumaki) Mail：pr@trendpro.co.jp X (old Twitter):
https://twitter.com/trendpro_tw Blog: https://ad-manga.com/blog Hamada Sake Brewery Co., Ltd. Customer Service Office TEL: 0996-21-5260 (Weekdays 9:00-17:00, excluding Saturdays, Sundays, and holidays) Email: info@hamadasyuzou.co.jp