Expanding support to protect Japan's cherry blossoms on the verge of disappearance; High-Day Hidaka, operator of Hidakaya, donates to cherry blossom preservation activities with "Kirin Beer Hare Kaze"

Kirin Brewery Company, Limited (President: Hideki Horiguchi, hereinafter "Kirin Beer") is undertaking "Hare Kaze ACTION" through "Kirin Beer Hare Kaze" (hereinafter "Hare Kaze"), an initiative to connect Japanese seasonal traditions, such as cherry blossoms and fireworks, which have been enjoyed alongside beer, to the future. This initiative has garnered widespread empathy, with approximately 30% of customers in their 20s citing it as one of their reasons for purchase*1, demonstrating a growing diversity in how new beers are chosen. The circle of corporate endorsement for "Hare Kaze ACTION" is also expanding. Six companies have already participated in this initiative, donating to cherry blossom preservation activities alongside Kirin Beer. Now, High-Day Hidaka Co., Ltd. (Headquarters: Omiya Ward, Saitama City, Saitama Prefecture / Representative Director and President: Takashige Aono, hereinafter "High-Day Hidaka"), which operates "Netsuretsu Chuka Shokudo Hidakaya" (hereinafter "Hidakaya"), has newly endorsed "Hare Kaze ACTION" and will begin donating to cherry blossom preservation activities. The "Hare Kaze ACTION National Cherry Blossom Reality White Paper 2026," published based on the latest independent research 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 increased maintenance burdens. Furthermore, many local governments responded that "support from external sources such as citizens and companies is necessary," highlighting the need for support to municipalities. In light of this situation, Hare Kaze will expand its circle of support beyond corporate boundaries, contributing to the preservation and inheritance of Japanese seasonal traditions that connect people. *1: According to Kirin Beer research [Expansion of Endorsement for "Hare Kaze ACTION"] ■ High-Day Hidaka Endorses "Hare Kaze ACTION" and Donates to Cherry Blossom Preservation Cherry blossoms, symbolizing spring in Japan, have long been a part of people's lives and urban landscapes. However, in recent years, challenges in their preservation have become apparent nationwide due to factors such as aging trees and increasing maintenance burdens. To pass on cherry blossoms to the future, efforts are required from society as a whole, including not only local governments and related parties but also companies and citizens. Amidst this, High-Day Hidaka, which operates Hidakaya, will newly participate in "Hare Kaze ACTION," an activity to protect cherry blossoms. In addition to commencing the handling of "Hare Kaze" medium bottles (500ml) from the end of March 2026, it will also donate to cherry blossom preservation activities through "Hare Kaze ACTION." We hope that the time spent enjoying meals and drinks at Hidakaya will become an opportunity to think about efforts to connect cherry blossoms to the future. ● High-Day Hidaka Comment Hidakaya has provided places where people gather through food and where communities thrive. Participating in "Hare Kaze ACTION" is seen as an opportunity to express gratitude to the community and contribute to protecting a familiar seasonal tradition, as an extension of daily life. We were particularly impressed by the fact that the initiatives are progressing throughout the community in collaboration with local governments. Through this activity, we intend to continue contributing to local communities from the food service industry. ● Comments from Endorsing Companies (excluding High-Day Hidaka) *2 (Tokyo) Protecting Japan's beautiful landscapes and seasonal traditions is the foundation for people to truly enjoy alcohol and immerse themselves in time with loved ones. Through activities to pass on cherry blossoms to the next generation, we aim to create "rich experiences" that go beyond simply providing products. We are convinced that this challenge will add color to people's daily lives and is a crucial step towards continuing to contribute to society as "the closest partner in creating more engrossing moments." (Akita Prefecture) Eiyu Liquor offers the best selection of Akita Prefecture's local sake, from famous brands to those said to be phantom, meeting the needs of our customers. This "Hare Kaze ACTION" by Kirin Beer, which aims to connect Japanese seasonal traditions and regional ties to the future, aligns with our desire to be "with our 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 "Hare Kaze." (Nara Prefecture) Oketani Holdings was founded in 1934 in Yoshino Town, Nara Prefecture, as a specialty liquor store. As part of its SDG initiatives, in 2023, Bottle World OK made a donation for the protection of cherry blossoms in Yoshino Mountain and received a certificate from the Director-General of Nara Prefecture's Water Circulation, Forest, and Landscape Environment Department. Furthermore, Chairman Riku Oketani is involved in voluntary cherry blossom preservation activities in the same region. This time, Yoshino Town was selected as one of the municipalities to receive support for cherry blossom preservation activities under Kirin Beer's "Hare Kaze ACTION," and we decided to endorse it due to our shared desire to contribute to the region. (Miyagi Prefecture) We, Kanesa Fujiwara-ya, operate branches in all six prefectures of Tohoku.