Haku Vodka has appointed Rina Sawayama as its first global brand ambassador for a campaign linking Japanese craftsmanship with contemporary creative expression.
Suntory Global Spirits is positioning Haku Japanese Craft Vodka around a new global campaign, Made to Shine, featuring musician, songwriter and actor Rina Sawayama as the brand’s inaugural global ambassador. Inspired by Tokyo after dark, the campaign invites audiences to explore Japanese cocktail culture while encouraging individuality and creativity. Its significance lies in using a cultural narrative, rather than a product claim alone, to frame Haku’s place in the premium vodka category.
The campaign draws on The House of Suntory’s history in Japanese spirits and the wider values associated with Japanese craftsmanship, refinement and thoughtful design. Its creative premise centres on moving beyond the familiar and allowing distinctive qualities to become visible. That positioning connects Haku with the atmosphere of Tokyo cocktail bars, where classic drinks are reinterpreted through technique, precision and hospitality.
At the centre of Made to Shine is a cinematic hero film directed by Frank Lebon, with still photography by Thurstan Redding. Set in Tokyo, the film follows Sawayama through the city’s nightlife as she orders a Haku Martini, prompting others to embrace their own individuality. Campaign content is live across The House of Suntory’s YouTube and social channels, with further activity scheduled across markets including the United States, the United Kingdom and Australia.
The product story is built around Haku’s composition and recommended serve. Haku is made from 100% Japanese white rice and is described by Suntory Global Spirits as having a smooth texture with a soft, subtly sweet character intended to bring balance and depth to cocktails. The signature Haku Martini combines two and a half parts Haku Vodka with half a part dry vermouth, stirred for 30 seconds, strained into a chilled martini glass and finished with a lemon twist.
The campaign will extend beyond digital content through events and experiential activity, including Martini Masterclasses in New York City focused on the preparation and artistry of the Haku Martini. Invitations and further details will be shared with members of The House of Suntory’s membership programme. For Haku, the programme presents a coordinated way to connect brand ambassador storytelling, Japanese cocktail culture and consumer experiences while keeping the vodka itself at the centre of the proposition.
