Suntory’s “Kodawari Sakaba” Official Fan Community is Holding an “Original Merchandise Design Vote”
Suntory Holdings Limited (Suntory) launched a “Vote for Original Merchandise Designs” campaign on May 26, 2026, through the “Kodawari Sakaba Fan Club,” the official fan community for its “Kodawari Sakaba” brand. This initiative, in which members vote to decide the design of an original blanket, is being held for the second consecutive year.
With numerous new products being released every year in the ready-to-drink (RTD) market—particularly in the lemon sour category—conveying the unique value of each product has become a common challenge across the industry. Against this backdrop, the “Kodawari Sakaba” brand launched this community in 2021. In addition to developing products with appealing flavors, the brand prioritizes “direct connections with fans” beyond the point of purchase to drive long-term value (LTV).
The community now has over 38,000 members and has surpassed 15,000 total posts. With a site design modeled after a traditional Japanese pub and multiple characters creating a warm, welcoming atmosphere online, it has become a beloved space for fans across generations to freely share photos of their daily evening drinks and recipes.
This “Original Merchandise Design Vote” is a project that further embodies the community’s unique atmosphere. By allowing fans to participate directly in the creation of brand merchandise—rather than simply being passive recipients—the initiative deepens their attachment to and sense of unity with the community as a “comfortable place.”