HAKU VODKA LAUNCHES GLOBAL CAMPAIGN WITH RINA SAWAYAMA

The House of Suntory has unveiled “Made to Shine,” the first global brand campaign for Haku Japanese Craft Vodka, appointing internationally acclaimed musician and actor Rina Sawayama as its inaugural Global Brand Ambassador. Rooted in Japanese craftsmanship, the campaign celebrates individuality, creativity and the artistry behind Haku’s 100% white rice vodka.

The House of Suntory has announced a bold new chapter for Haku Vodka with the launch of “Made to Shine,” its first-ever global brand campaign. At the heart of this initiative is the appointment of Rina Sawayama, the internationally acclaimed musician, songwriter and actor, as Haku’s inaugural Global Brand Ambassador. Known for her fearless creativity and distinctive artistry, Sawayama embodies the campaign’s ethos of individuality and ingenuity, making her an inspired choice to represent the brand on the world stage.  

“Made to Shine” is more than a marketing slogan; it is a philosophy rooted in Japanese craftsmanship and the vibrant creativity of Tokyo. The campaign encourages people everywhere to challenge expectations, embrace what makes them unique and discover their own way to shine. By aligning with Sawayama, whose career has been defined by breaking boundaries and defying convention, Haku Vodka underscores its commitment to celebrating diversity and originality.  

Crafted from 100% Japanese white rice, Haku Vodka reflects more than a century of The House of Suntory’s mastery of Japanese spirits. The meticulous production process delivers exceptional smoothness and refined depth, qualities that make Haku a versatile spirit for cocktails and a symbol of Japanese artistry. This dedication to craftsmanship is central to the campaign, positioning Haku not merely as a drink but as an expression of cultural heritage and innovation.  

The campaign’s global reach marks a significant milestone for Haku Vodka, which has steadily built its reputation as a premium craft spirit. By introducing “Made to Shine” to international audiences, The House of Suntory aims to elevate Haku’s profile and connect with consumers who value authenticity and creativity. The collaboration with Sawayama adds a powerful cultural dimension, bridging the worlds of music, fashion and spirits in a way that resonates with contemporary audiences.  

For The House of Suntory, the campaign represents a continuation of its legacy of blending tradition with modernity. Founded in 1899, the company has long been recognised for its pioneering approach to Japanese whisky and spirits. With Haku Vodka, it brings the same dedication to quality and innovation to a category that is increasingly defined by craft and character. “Made to Shine” encapsulates this vision, inviting consumers to experience a spirit that is both timeless and forward-looking.  

As the campaign unfolds, Haku Vodka is poised to capture the imagination of a global audience. With Rina Sawayama as its ambassador, the brand gains not only a face but a voice that speaks to the values of creativity, individuality and cultural pride. In doing so, The House of Suntory reinforces its position as a leader in the world of premium spirits, offering a vodka that is truly made to shine.