Expanding Support for Japan's Endangered Cherry Blossoms: Haidey Hidaka, Operator of Hidakaya, Donates to Cherry Blossom Conservation Efforts in Collaboration with Kirin Beer's "Hareka"

Kirin Brewery Company, Limited (President: Hideki Horiguchi; hereinafter, Kirin Beer) is engaged in "Hareka ACTION" through "Kirin Beer Hareka" (hereinafter, Hareka), an initiative to connect Japanese seasonal traditions such as cherry blossoms and fireworks, which have been enjoyed with beer, to the future. This initiative has garnered widespread sympathy, with approximately 30% of customers in their 20s citing it as one of their reasons for purchase*1, demonstrating a growing new way for beer to be chosen. The circle of corporate endorsement for "Hareka ACTION" is also expanding. Six companies have already participated in this initiative, contributing to cherry blossom conservation activities with Kirin Beer. This time, Haidey Hidaka Co., Ltd. (Headquarters: Omiya Ward, Saitama City, Saitama Prefecture / President and Representative Director: Akiyoshi Aono; hereinafter, Haidey Hidaka), which operates "Nesshou Chuka Shokudo Hidakaya" (hereinafter, Hidakaya), has newly endorsed "Hareka ACTION" and will commence donations to cherry blossom conservation activities. The "Hareka ACTION National Cherry Blossom Reality White Paper 2026," released based on the latest independent survey on challenges facing cherry blossoms and public awareness, revealed that nearly 80% of local governments face challenges in managing cherry blossoms due to aging trees and other reasons. Furthermore, a large number of local governments responded that "support from external sources such as citizens and corporations is necessary," highlighting the urgent need for support for municipalities. In light of this situation, Hareka will expand its circle of support beyond corporate boundaries, contributing to the preservation and transmission of Japanese seasonal traditions that connect people. *1 According to Kirin Beer research [Expanding Circle of Endorsement for "Hareka ACTION"] ■ Haidey Hidaka endorses "Hareka ACTION" and donates to cherry blossom conservation activities Cherry blossoms, symbolizing Japanese spring, have long been a part of people's lives and urban landscapes. However, in recent years, challenges in their preservation have become evident across the country due to the aging of trees and increased management burdens. To connect cherry blossoms to the future, efforts are required from society as a whole, including not only local governments and related parties but also corporations and citizens. Amidst this, Haidey Hidaka, which operates Hidakaya, will newly participate in "Hareka ACTION," an activity to protect cherry blossoms. In addition to starting to handle "Hareka" medium bottles (500ml) from late March 2026, it will also donate to cherry blossom conservation activities through "Hareka ACTION." We hope that enjoying meals and drinks at Hidakaya will be an opportunity to think about initiatives to connect cherry blossoms to the future. ● Comment from Haidey Hidaka Hidakaya has provided places where people gather through food, creating vibrancy in local communities. We believe that participating in "Hareka ACTION" is an opportunity to express our gratitude to the region and contribute to protecting familiar seasonal traditions as an extension of everyday life. We deeply empathize with the fact that efforts are being promoted throughout the region in collaboration with local governments. Through this activity, we intend to continue contributing to regional communities from the restaurant industry. ● Comments from Endorsing Companies (excluding Haidey Hidaka) *2 (Tokyo) Protecting Japan's beautiful landscapes and seasonal traditions is the foundation for people to truly enjoy alcoholic beverages and immerse themselves in precious moments with loved ones. Through activities that connect cherry blossoms to the next generation, we aim to create "rich experiences" that go beyond merely providing products. We are convinced that this challenge is an important step towards continuing to contribute to society as "the closest partner to create more captivating moments" by adding color to people's daily lives. (Akita Prefecture) Sake no Eiyu offers the best selection of Akita-produced sake, from famous brands to those called legendary, to meet customer needs. This initiative by Kirin Beer's "Hareka ACTION" to connect Japanese seasonal traditions and regional ties to the future resonates with our desire to be "with Akita customers." We endorse and participate in this ACTION to connect Akita and Japan's seasonal traditions and regional ties to the future with each glass and bottle of "Hareka." (Nara Prefecture) Okeya Holdings was founded in 1934 in Yoshino Town, Nara Prefecture, as a specialty liquor store. As part of our SDGs initiatives, in 2023, we made a donation for the protection of cherry blossoms in Yoshinoyama as Bottle World OK and received an endorsement from the Director of the Nara Prefectural Water Circulation, Forest, and Landscape Environment Department. Additionally, Chairman Riku Okeya is voluntarily engaged in cherry blossom conservation activities in the same region. This time, Yoshino Town has been selected as a support destination for cherry blossom conservation activities as part of Kirin Beer's "Hareka ACTION." We have decided to endorse this initiative because of our shared desire to contribute to the region. (Miyagi Prefecture) We, Kanesa Fujiwara-ya, have branches in all six prefectures of Tohoku.