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Brand Declaration

KURA ONE® Brand Declaration

Be captivated by untold Japan.

Japan’s regions have a distinct character that can captivate people.

Mountains, rivers, seas, soil, and climate.
Food, traditional craftsmanship and techniques, scenery, and the distinctive character rooted in the land.

What has been nurtured over generations comes together to create a character found only in that place.

 

Drawing on his experience living overseas and visiting more than 30 countries, the founder of KURA ONE® traveled through all 47 prefectures of Japan to explore the country’s appeal and value from an international perspective.

As he encountered regions across Japan, he was drawn to the differences in nature, food, craftsmanship, and the unmistakable character unique to each place.

 

Regional character has the power to spark curiosity about places we did not know and to captivate people.

We chose sake as the gateway for sharing that character.

 

From the simple ingredients of rice, rice koji, and water comes an extraordinary range of flavors.

Within each glass are the characteristics of the land—its water, rice, and climate—along with generations of brewing craft handed down by the brewery and the creativity continually refined for each new era.

 

To taste sake is also to encounter the climate, culture, and food of its place.

A single glass can introduce a place name.
Spark curiosity about a region.
Make you want to visit one day.

 

Sake has the power to create encounters with parts of Japan you did not know and to become the reason you come to love their character.

 

KURA ONE® was created to bring that possibility to people in Japan and around the world.

What we have aimed to achieve has not changed since the brand was born.

To Share the Distinct Character of Japan’s Regions, with Sake as the Gateway.

Through ongoing dialogue with breweries and the many people involved in sake, and through the practical work of bringing products to customers, we confronted a simple challenge: even when value exists, it does not always reach the people who would appreciate it.

 

A system for transporting sake over distance.
A size and format that are easy to pick up.
Clues that help people choose from countless labels.
Words that communicate the regional background together with the flavor.
The places and occasions in which people encounter sake.

 

To share excellent sake and the regional character behind it, making the product alone is not enough.

 

Who should receive it?
In what setting should the encounter happen?
What kind of communication will spark curiosity?

Communication and logistics need to be considered together, and the encounter itself needs to be designed.

 

That is why we obtained the licenses required to sell alcohol, repeatedly tested international shipping, and delivered sake to destinations around the world.

Those experiences led us to confront the question of serving size and choose the small-format can.

 

Easy to finish in one sitting.
Easy to compare several regions and labels.
Easy to carry and easier to deliver in Japan and overseas.

 

The small-format can became one method for expanding opportunities to encounter sake and turning the character of Japan’s regions into an accessible experience.

An experience that begins with sake and leads you to know, taste, and come to love Japan’s regions.

Since test marketing in 2022 and the start of sales in 2023, KURA ONE® has worked with breweries, companies, facilities, and regional partners to put many different ways of sharing regional character into practice.

 

Sake enjoyed in everyday life.
Sake that introduces a region while traveling.
Comparative tastings across several regions.
Pairings with food.
Gifts that carry the story of a place.
Events where people gather and share flavors together.

Through these initiatives, we have accumulated ways of bringing the character of Japan’s regions to people.

 

Making the product smaller.
Communicating regional context clearly.
Making it possible to compare several regions.
Combining sake with food, vessels, and places.
Designing the right audience and context for each experience.

The small-format can was the first method KURA ONE® chose.

Going forward, we will design not only containers and serving sizes, but the occasions in which people encounter sake.

 

Comparing different sakes.
Pairing sake with food.
Encountering sake while traveling or staying at a hotel.
Giving the story of a region as a gift.
Gathering with others and sharing flavors together.

 

Rather than expanding our business without limit, we will stay focused on experiences that use sake as the gateway to knowing, tasting, and coming to love Japan’s regions.

KURA ONE® is an experience brand that uses sake as the gateway to becoming captivated by untold Japan.

Regional water, rice, breweries, food, vessels, and scenery.

We do not present them as separate elements, but as connections that belong uniquely to each place.

 

A glass introduces the land.
Knowing the land creates interest in the region.
Through the region, its scenery begins to take shape in your mind.
And a place you once did not know becomes somewhere that stays with you.

 

That is the change KURA ONE® wants to nurture.

 

When you see the name of a region, you remember the sake and food you tasted, the landscapes you saw, the people you met, and the time you spent there.

The place name becomes a vessel for memory, making you want to visit again or share that place with someone else.

 

We believe that as experiences like these spread in Japan and around the world, the distinct character of Japan’s regions can become a force that creates new encounters and new value.

 

Respect the character of the region, consider who should receive its value, and design the context in which that value can truly reach them.

Together with breweries and regional partners, we refine the character rooted in each place and turn it into experiences that people in Japan and around the world can access.

That is the role of KURA ONE®.

 

KURA ONE® is an experience brand that uses sake as the gateway to becoming captivated by untold Japan.

 

From a single glass of sake, an encounter with a part of Japan you never knew.

We will continue to bring those encounters to people.