Kirin Brewery and Musashino Art University Hold Special Lecture to Design the 'Bar of the Future'
Kirin Brewery partnered with Musashino Art University to host a special lecture for students, launching 'GREEN'S FREE ACTION'. The workshop focused on designing an inclusive 'Bar of the Future' for both drinkers and non-drinkers.
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- 📰 Published: April 24, 2026 at 22:00
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First Step of 'GREEN'S FREE ACTION' - Special Lecture Held at Musashino Art University
Kirin Brewery Company, Limited (President: Hideki Horiguchi) and Musashino Art University (President: Hirokazu Kabayama) held a special lecture for students in their 3rd year and above (aged 20 and over) at the university's Takanodai Campus (Kodaira City, Tokyo) on Monday, April 20, 2026. Under the theme of creating a culture where everyone can enjoy drinking occasions, participants designed the "Bar of the Future that everyone can enjoy."
As part of its efforts to convey the positive value of alcohol in "connecting people to people and people to society" through its brands, Kirin Brewery has been rolling out "Brand Actions" since 2025. This special lecture for students is the first installment of "GREEN'S FREE ACTION," initiated in April 2026 by Kirin's non-alcoholic beer-taste beverage "Kirin Green's Free," to co-create a culture where everyone can enjoy drinking occasions.
In recent years, awareness and values surrounding alcohol consumption have diversified, and consumers' "approach" to alcohol has changed significantly. Amidst the emergence of various approaches, "GREEN'S FREE ACTION" began with the desire to create a new culture where drinkers, non-drinkers, and those who cannot drink can all enjoy drinking occasions, protecting the "joy of connection" in such settings. Particularly considering the social issue that a certain number of accidents and troubles related to drinking occur among the youth, this action aims to deliver the "joy of connection" to the next generation who will lead the future, working on the co-creation of a new alcohol culture with young people.
This year's "GREEN'S FREE ACTION" collaborates with Musashino Art University, advancing co-creation with students starting with this special lecture. The university's cherished attitude of "facing questions without correct answers and generating designs that connect with society" has a high affinity with the philosophy of this action, which seeks a "future where everyone can enjoy drinking occasions." This collaboration began because Musashino Art University sympathized with the action as a subject to consider the future state of society and culture.
In the special lecture, as a first step towards creating a culture where drinkers, non-drinkers, and those who cannot drink can all enjoy drinking occasions, students and "GREEN'S FREE ACTION" staff conducted a workshop together, generating ideas for the "Bar of the Future that everyone can enjoy." From September, as a second step, they will produce social design works* that lead to the creation of "a culture where everyone can enjoy drinking occasions." Furthermore, in the third step from December onwards, the works produced in the second step will be disseminated externally, aiming to expand the circle of empathy. All these initiatives are targeted at undergraduate students in their 3rd year and above (aged 20 and over).
*Various creative works are envisioned, such as posters, movies, and patch test experience designs.
Special Lecture 1: "Thinking about the Future of Alcohol and Me" Session
Thirty-three students participated in the special lecture across faculties and departments. First, the university explained the background of holding this special lecture, followed by a representative from Kirin Brewery's Marketing Department introducing the history and philosophy of the "Green's Free" brand. After that, as a study for the workshop, a representative from Kirin Brewery's Corporate Planning Department spoke about the constitution of Japanese people and alcohol, and tips for enjoying drinking, using data. Furthermore, they gave advice on how to develop concepts and plan proposals based on past social design examples that have garnered attention. An alcohol patch test was also conducted for those who wished, providing an opportunity for them to know their own constitution and treat responsible drinking as a personal matter.
Scene from the session by Kirin Brewery employees
Scene of the alcohol patch test
Special Lecture 2: Workshop to Think About the "Bar of the Future"
In the second half, a workshop was held to work with free ideas under the theme of the "Bar of the Future that everyone can enjoy." Participating students were divided into eight groups and presented various ideas in sketches, such as creating an environment where people who drink, don't drink, and can't drink can enjoy together, and bars with glasses that have scales to make drinks of a volume that suits them. Professor Kohei Shimizu from the Faculty of Art and Design at Musashino Art University also provided critiques, and unique ideas appeared one after another, filling the large classroom with enthusiasm.
Scene of the workshop
Presenting the ideas created in the workshop
This special lecture for students not only deepened their understanding of responsible drinking but also served as an opportunity to think about what a drinking occasion that everyone—drinkers, non-drinkers, and those who cannot drink—can enjoy looks like, hoping that the students will connect their ideas to cultural creation and solving social issues.
Kirin Brewery Company, Limited (President: Hideki Horiguchi) and Musashino Art University (President: Hirokazu Kabayama) held a special lecture for students in their 3rd year and above (aged 20 and over) at the university's Takanodai Campus (Kodaira City, Tokyo) on Monday, April 20, 2026. Under the theme of creating a culture where everyone can enjoy drinking occasions, participants designed the "Bar of the Future that everyone can enjoy."
As part of its efforts to convey the positive value of alcohol in "connecting people to people and people to society" through its brands, Kirin Brewery has been rolling out "Brand Actions" since 2025. This special lecture for students is the first installment of "GREEN'S FREE ACTION," initiated in April 2026 by Kirin's non-alcoholic beer-taste beverage "Kirin Green's Free," to co-create a culture where everyone can enjoy drinking occasions.
In recent years, awareness and values surrounding alcohol consumption have diversified, and consumers' "approach" to alcohol has changed significantly. Amidst the emergence of various approaches, "GREEN'S FREE ACTION" began with the desire to create a new culture where drinkers, non-drinkers, and those who cannot drink can all enjoy drinking occasions, protecting the "joy of connection" in such settings. Particularly considering the social issue that a certain number of accidents and troubles related to drinking occur among the youth, this action aims to deliver the "joy of connection" to the next generation who will lead the future, working on the co-creation of a new alcohol culture with young people.
This year's "GREEN'S FREE ACTION" collaborates with Musashino Art University, advancing co-creation with students starting with this special lecture. The university's cherished attitude of "facing questions without correct answers and generating designs that connect with society" has a high affinity with the philosophy of this action, which seeks a "future where everyone can enjoy drinking occasions." This collaboration began because Musashino Art University sympathized with the action as a subject to consider the future state of society and culture.
In the special lecture, as a first step towards creating a culture where drinkers, non-drinkers, and those who cannot drink can all enjoy drinking occasions, students and "GREEN'S FREE ACTION" staff conducted a workshop together, generating ideas for the "Bar of the Future that everyone can enjoy." From September, as a second step, they will produce social design works* that lead to the creation of "a culture where everyone can enjoy drinking occasions." Furthermore, in the third step from December onwards, the works produced in the second step will be disseminated externally, aiming to expand the circle of empathy. All these initiatives are targeted at undergraduate students in their 3rd year and above (aged 20 and over).
*Various creative works are envisioned, such as posters, movies, and patch test experience designs.
Special Lecture 1: "Thinking about the Future of Alcohol and Me" Session
Thirty-three students participated in the special lecture across faculties and departments. First, the university explained the background of holding this special lecture, followed by a representative from Kirin Brewery's Marketing Department introducing the history and philosophy of the "Green's Free" brand. After that, as a study for the workshop, a representative from Kirin Brewery's Corporate Planning Department spoke about the constitution of Japanese people and alcohol, and tips for enjoying drinking, using data. Furthermore, they gave advice on how to develop concepts and plan proposals based on past social design examples that have garnered attention. An alcohol patch test was also conducted for those who wished, providing an opportunity for them to know their own constitution and treat responsible drinking as a personal matter.
Scene from the session by Kirin Brewery employees
Scene of the alcohol patch test
Special Lecture 2: Workshop to Think About the "Bar of the Future"
In the second half, a workshop was held to work with free ideas under the theme of the "Bar of the Future that everyone can enjoy." Participating students were divided into eight groups and presented various ideas in sketches, such as creating an environment where people who drink, don't drink, and can't drink can enjoy together, and bars with glasses that have scales to make drinks of a volume that suits them. Professor Kohei Shimizu from the Faculty of Art and Design at Musashino Art University also provided critiques, and unique ideas appeared one after another, filling the large classroom with enthusiasm.
Scene of the workshop
Presenting the ideas created in the workshop
This special lecture for students not only deepened their understanding of responsible drinking but also served as an opportunity to think about what a drinking occasion that everyone—drinkers, non-drinkers, and those who cannot drink—can enjoy looks like, hoping that the students will connect their ideas to cultural creation and solving social issues.