[Surugaya Gion Shimosato] Bringing Kyoto Gion's Traditional Beverage 'Hiyashiame' to the Foot of Mt. Fuji. A Cup Passed Down Since the Edo Period to Power Runners Challenging Their Limits. -Served at the Shimada Shoji Co., Ltd. Booth- (Mt.FUJI 100)

Kyoto Gion's traditional sweets maker 'Surugaya Gion Shimosato' (Location: Higashiyama-ku, Kyoto City, Representative: Mayumi Inoue) will sponsor 500 packs of concentrated 'Hiyashiame' at the sponsoring booth (EXPO venue) of Shimada Shoji Co., Ltd., a comprehensive apparel materials trading company, during the 'Mt.FUJI 100', one of Japan's largest trail running races held at Fuji Hokuroku Park (Fujiyoshida City, Yamanashi Prefecture) for three days from Friday, April 24 to Sunday, April 26, 2026.

Photographed at 5:00 PM, the same time as the start of 'Mt.FUJI 100'. At Shijo Ohashi Bridge in Kyoto. 'Hiyashiame / Ameyu Concentrated 1-Cup Pack'

The sweet 'Hiyashiame', passed down in Kyoto, is now spreading to the scene of extreme sports. This initiative proposes a new option from the perspective of Japanese sweets to address the challenges trail runners face, such as 'unable to eat' and 'body getting cold'.

- Real Experiences at the Origin -
The owner has experienced grueling sports like yachting and water polo. In yacht racing, in particular, they learned firsthand the severity of making judgments in ever-changing nature and the responsibility of 'protecting oneself'. Because of that experience, they feel strong empathy for trail runners who keep running in the mountains for long hours. 'Even in situations close to the limit, I want to deliver something that can be consumed without burdening the body.' This desire is the origin of this sponsorship.

- Why 'Hiyashiame'? -
'Hiyashiame' is a traditional Kyoto beverage made from malt syrup and ginger. With a gentle sweetness, it is easy to consume even when appetite has fallen, and the ginger warms the body from the inside. Made with simple ingredients, it features a low burden on the body. For runners in extreme conditions, the fact that it can be 'taken effortlessly' is a crucial factor.

- Point of Contact Between Different Cultures: Kyoto and Mt. Fuji -
The stage this time, 'Mt.FUJI 100', is an international event gathering runners from home and abroad. How will Kyoto's tradition be received in the dynamic natural environment at the foot of Mt. Fuji? Through this sponsorship, it is also an attempt to create a new experiential value of Japanese culture.

Color package inspired by SDGs Goal 14 (Life Below Water) and 15 (Life on Land)

- To a New Field - Collaboration with Shimada Shoji Co., Ltd. -
This initiative was realized through the connection with Shimada Shoji Co., Ltd., where the owner worked for over 20 years. The company is a comprehensive trading company for apparel materials with a history dating back to 1887. They support the foundation of many products, including sports apparel, backing athletes' performance 'from the outside'. They are a company that constantly takes on new challenges under the idea of 'being a venture despite being a long-established store'. The owner was exposed to these values for many years.

That attitude overlaps with Surugaya Gion Shimosato's philosophy that 'tradition is not only to be preserved but to be utilized in the present age.' This sponsorship goes beyond mere product provision; it is an attempt to deliver new value to runners through the intersection of 'a company supporting from the outside' and an 'entity supporting from the inside'.

Furthermore, the 'Hiyashiame' provided at this booth will be offered as a single-cup concentrated pack in the form of a 100-yen donation, with proceeds going to the Nature Conservation Society of Japan (NACS-J). It is a system where one cup from the runners leads to the conservation of the natural environment that serves as their stage.

- Future Outlook -
For runners continuously moving their bodies in harsh environments, we feel that 'what can be put in the mouth' is very important. From personal experience, we realize that in situations close to the limit, something that smoothly enters the body without forcing it is desired. 'Hiyashiame' is an old-fashioned drink passed down through life in Kyoto. Although it is still unfamiliar outside the Kansai region, we believe that its value can be truly felt in such environments. We hope to continue delivering this cup while cherishing the senses of the runners who actually pick it up. As an entity gently staying close from Kyoto Gion, we will carefully continue to convey the culture of 'Hiyashiame - Hiyashiame -'.

Exterior of Surugaya Gion Shimosato. The building was built in 1895 and is registered as a Tangible Cultural Property of Kyoto City.