Social Implementation of "Diversity in Drinking Styles" Through Industry-Academia-Government-Citizen Co-creation: Shibuya Smart Drinking Project Enters 5th Year, Creating New Drinking Culture with Gen Z at Experiential Store SUMADORI Meets in Omotesando

Shibuya Mirai Design General Incorporated Association (Representative Director: Hideki Koizumi, hereinafter Shibuya Mirai Design) and SUMADORI Inc. (a joint venture between Asahi Breweries, Ltd. and Dentsu Digital Inc.), with the support of Shibuya Ward, have been developing the "Shibuya Smart Drinking Project" since 2022. Since its inception, the project has implemented various initiatives and communications through the power of industry-academia-government-citizen collaboration.

This time, an experiential exhibition event, "Time Travel Exhibition - A Journey Through Eras, Starting with a Drink -," produced by students from Associate Professor Satoshi Nakanishi's seminar at Atomi Gakuen Women's University, will be held at the experiential store "SUMADORI Meets" in Omotesando from Wednesday, May 13, 2026, to Sunday, May 31, 2026.

This project, which began with SOCIAL INNOVATION WEEK in 2021, is now in its fifth year. Beyond drinking or not drinking, we have been working on the social implementation of "diversity in drinking styles" through collaboration among companies, government, universities, local communities, and young people, aiming for a society where everyone can feel safe and be themselves.

Shibuya is a city where diverse values and cultures intersect, and it has been a hub for disseminating new societal norms, starting with youth culture. In this project, we view "drinking styles" not merely as a preference but as a change in how people connect and communicate, and we are disseminating a new drinking culture from Shibuya.

<Event Overview> Title: Time Travel Exhibition - A Journey Through Eras, Starting with a Drink - Venue: SUMADORI Meets, Prefas Omotesando 2F, 4-11-6 Jingumae, Shibuya-ku, Tokyo Period: Wednesday, May 13, 2026 – Sunday, May 31, 2026 Tuesday – Thursday: 12:00 – 20:00 (Last order 19:30) Friday – Sunday: 12:00 – 23:00 (Last order 22:00) Content: Illustration exhibition for five different eras, original cocktail offerings, "Ideal Drinking Style Board" experience

About "Time Travel Exhibition - A Journey Through Eras, Starting with a Drink -" This project was conceived by students from Associate Professor Satoshi Nakanishi's seminar at Atomi Gakuen Women's University, based on the real feelings of contemporary young people who feel "hesitation" towards drinking occasions and "want to find their own way of enjoying themselves." In their independent survey, approximately 70% responded that they "have never felt the historical background of alcohol," and approximately 90% responded that they "want to find a drinking style that suits them." This indicates that while opportunities to learn about the history of alcohol have been limited, many people are interested in finding ways to enjoy it that suit them. Furthermore, they focused on the idea that "humanity has freely changed its relationship with alcohol according to the times." Through the creation of diverse alcohol cultures from ancient times to the present, the aim is to provide a place where smart drinking can be naturally embraced as a personal matter, by re-learning about alcohol not just as a luxury item but within its historical and cultural context.

Inside the store, visitors can learn how people have changed their relationship with alcohol according to their historical background and environment, by touring through ancient times tracing the origin of alcohol, the Middle Ages where wine culture spread, the Age of Discovery with its harsh voyages, the Edo period where unique Japanese izakaya culture developed, and the Prohibition era where new ways of enjoying cocktails were sought under restrictions. By looking back at this history, visitors can enjoy cocktails inspired by each era and find an alcohol and drinking style that suits them. *All cocktails are non-alcoholic.

<Ancient Times> Mead Spirits (900 yen) – A non-alcoholic reproduction of mead, said to be the oldest alcoholic beverage, using rich grape juice from Alain Milliat. Enjoy by dissolving honey from a spoon to your liking. <Middle Ages> Glühwein (900 yen) – A non-alcoholic reproduction of German Glühwein, which spread throughout Europe in the Middle Ages. Coffee is added as an accent for a rich flavor. <Age of Discovery> Dark and Stormy (900 yen) – Inspired by the Caribbean Sea during the Age of Discovery. A grown-up flavor with rum-flavored syrup and spicy ginger beer. The herbal notes of non-alcoholic absinthe add an accent.

<Edo Period> Plum Soda (900 yen) – Expressing the vibrant splendor of the Edo period. A friendly cocktail with a good combination of plum and strawberry. <Prohibition Era> Screwdriver (900 yen) – A non-alcoholic rendition of the Screwdriver cocktail, born during the Prohibition era. It's fun to drink while eating a cigar-shaped sweet.

Comment Kaori Matsuzawa, Vice Mayor of Shibuya "Shibuya Ward, a city that transforms differences into strengths, aims to be a city where diverse people can enjoy themselves. The Shibuya Smart Drinking Project...