"1684 AZUMAMINE" Debuts in Sendai. First Collaboration Pop-up with Tohoku Wellness Brand "Sott'" to be Held at Fujisaki Department Store

1684 Inc. (Shiwa-cho, Iwate Prefecture, Representative: Emi Furukawa) will hold a pop-up event at Fujisaki Department Store in Sendai City, in collaboration with its fermented skincare brand "1684 AZUMAMINE" and the Tohoku-based wellness brand "Sott'."

This event marks the first collaborative pop-up between the two brands. Fermented skincare upcycled from sake lees of "Azumamine Shuzo" (founded in 1684), the oldest sake brewery in Iwate Prefecture, and wellness products with fragrances utilizing Tohoku-grown hops will gather in the same space.

Under the theme of "fragrance and fermentation," we will deliver an experience that "harmonizes" body and mind to everyone in Tohoku and Sendai. You can directly experience the world of Tohoku-born wellness in the stylish space of Fujisaki Department Store, a long-established department store in Sendai.

Event Overview

[Event Name] "Sott'" × "1684 AZUMAMINE" POP UP

[Period] May 14 (Thursday) - May 20 (Wednesday), 2025 Last day (May 20) until 5:00 PM

[Venue] Fujisaki Department Store Main Building 2F, Beauty Goods Section 3-2-17 Ichibancho, Aoba-ku, Sendai City, Miyagi Prefecture

[Content] 1684 AZUMAMINE Sales and tester experience of sake lees lotion/sake lees soap

Sott' Sales of pillow mist and bath salts

Pop-up Key Visual

1684 AZUMAMINE Item Introduction Sake Lees Lotion 150ml Tax included 4,180 yen Highly concentrated sake lees extract from Azumamine Shuzo, the oldest sake brewery in Iwate Prefecture. For moist, clear skin with a fresh texture. Paraben-free, synthetic fragrance-free, silicone-free.

Sake Lees Facial Soap 80g Tax included 2,090 yen Facial soap made with additive-free sake lees from Azumamine Shuzo, using only water and rice as ingredients, finished with the cold process method. Delivers amino acids nurtured by fermentation, for a gentle wash. Used with the lotion, complete skincare from cleansing to moisturizing with the blessings of sake lees.

1684AZUMAMINE Gift Set Includes sake lees lotion, facial soap, and 1684AZUMAMINE novelty in an original shopper bag. Details at the venue.

1684 AZUMAMINE Sake Lees Lotion 1684 AZUMAMINE Sake Lees Soap Additive-free sake lees is highly recommended as a gift, easy to use even with children.

Representative's Comment From Emi Furukawa, Representative of 1684 Inc. "Mr. Takahashi, who started his business in Tohoku around the same time, and I have met on various occasions, and we have always talked about doing something together someday.

Although our approaches are different – fermentation and fragrance – our desire to 'harmonize people's daily lives with materials born from Tohoku's local nature' overlaps.

We would be delighted if many people could experience this first pop-up for 1684 AZUMAMINE in Sendai, and the first opportunity for our two brands to stand side by side."

Emi Furukawa, Representative Director, 1684 Inc.

About 1684 AZUMAMINE 1684 AZUMAMINE is a fermented skincare brand born from the utilization of sake lees from "Azumamine Shuzo" (founded in 1684, the oldest in Iwate Prefecture), a pure rice sake specialty brewery in Shiwa-cho, Iwate Prefecture.

By reinterpreting sake lees as a fermented ingredient, it proposes a new lifestyle that enjoys sake culture in daily life.

Under the motto of "natural beauty, a mindful approach to skin, and honest craftsmanship," it develops skincare using additive-free sake lees made only from water and rice.

1684AZUMAMINE Sake Lees Lotion received the Good Design Award 2025.

1684AZUMAMINE Brand Key Visual

Furthermore, it was selected as a finalist in "RED TOHOKU," a business plan presentation for "GIRAFFES JAPAN," a female entrepreneur support project promoted by the Ministry of Economy, Trade and Industry, attracting attention as a female entrepreneur rooted in the region.

Official Website: https://1684.jp/

About Sott' Sott' Key Visual

Sott' Inc. Based in Morioka City, Iwate Prefecture, a 100% natural wellness care brand with fragrances utilizing Tohoku-grown hops. Representative: Mai Takahashi.

Proposes an experience that harmonizes mind and body through time enveloped in fragrance, even in busy daily life. Selected as a third-term company for the Morioka Accelerator Program. Official Website: https://sott.jp/

Company Profile Company Name: 1684 Inc. Location: 5 Uchikawa, Tsuchidate, Shiwa-cho, Shiwa-gun, Iwate Prefecture Representative: Emi Furukawa Established: October 2024 Capital: 6 million yen Business Overview: Brand creation business that connects sake culture to the future, centered on the reuse of sake lees. Official Website: https://1684.jp/ Official LINE: https://lin.ee/DLMRfJv EC Site: https: