Reviving National Fireworks Festivals Canceled This Year: "Live Broadcast to Protect Fireworks by Watching." Immersive Fireworks Footage with Drone Aerial Shots. "Hareka ACTION: Fireworks of Hope for the Future 2026" to be Held

Kirin Brewery Company, Limited (President: Hideki Horiguchi, hereinafter "Kirin Brewery") will hold "Hareka ACTION: Fireworks of Hope for the Future 2026"*2 on Saturday, August 1, 2026, as part of the "Hareka ACTION" initiative to protect Japan's disappearing traditional spectacles. This event will gather and re-launch fireworks shells that could not be launched at canceled fireworks festivals nationwide*1, within the 52nd Southern Beach Chigasaki Fireworks Festival*3. Furthermore, to widely communicate the efforts to protect fireworks, a live broadcast of "Hareka ACTION: Fireworks of Hope for the Future 2026" will be streamed, with donations made to support activities for fireworks festivals across the country based on the number of viewers*4. A drone show is also planned to express the spirit of "Hareka ACTION" in the night sky.

Traditional Japanese fireworks festivals have been cherished by many as important regional spectacles. However, due to issues such as labor shortages, funding difficulties, and security challenges, numerous festivals have been canceled or scaled down nationwide. By gathering and launching the unlaunched fireworks from across the country as "Revival Fireworks," we aim to reconnect the emotions of the regions and people behind them with the night sky. This initiative is a challenge to preserve fireworks festivals for the future, delivering the excitement and joy of fireworks to a wider audience with the aspiration to "keep the flame of spectacles burning." Kirin Beer's "Hareka" will continue its efforts to protect fireworks festivals in 2026, contributing to the preservation and inheritance of Japan's traditional spectacles.

Background: Following last year's initiative at the Osaka-Kansai Expo, the second installment, "Fireworks of Hope for the Future," will be held at the Southern Beach Chigasaki Fireworks Festival.

In recent years, fireworks festivals, a traditional Japanese culture, have faced a crisis of disappearance due to rising prices and other factors. The "National Fireworks Festival White Paper 2025," released last year, revealed that over 90% of festival organizers nationwide face operational challenges, and approximately one-quarter of fireworks festivals have been canceled or scaled down within the past five years. Once a festival is discontinued, the annual cycle of funding is broken, making it extremely difficult to resume operations financially. Therefore, it is crucial for society as a whole to support fireworks festivals.

The Southern Beach Chigasaki Fireworks Festival is one of the festivals canceled in 2025 due to inclement weather. Last year, at the "Fireworks of Hope for the Future" event held by "Hareka" at the Osaka-Kansai Expo, fireworks shells from this festival were launched into the night sky, garnering significant support from across the country. This response allowed us, at Kirin Brewery, as well as the organizers of the Southern Beach Chigasaki Fireworks Festival and other fireworks festivals nationwide, to reaffirm how deeply fireworks festivals are loved by many and are an important part of local culture.

This year, in deep resonance with the significance of these "Revival Fireworks," "Hareka ACTION: Fireworks of Hope for the Future 2026" will be held at the 52nd Southern Beach Chigasaki Fireworks Festival. We hope this project will serve as a new catalyst for supporting canceled fireworks festivals and encourage people nationwide to recognize the crisis facing fireworks festivals, prompting them to consider ways to support them in their respective regions.

Live Broadcast to Support Fireworks Festivals Through Viewing: Delivering a "New Fireworks Experience" with Drone Aerial Shots.

On the day of the event, a live broadcast of "Fireworks of Hope for the Future" will be held as a new initiative to protect fireworks festivals. The number of viewers will determine the amount donated to support fireworks festivals, leading to actions that connect fireworks to the future*4. The broadcast will utilize drone aerial photography to provide views of fireworks from above, which are not usually seen. Additionally, a drone show is planned to widely promote the "Hareka ACTION" initiative to protect fireworks. Through this new fireworks experience, we aim to convey the importance of protecting fireworks to a broader audience.

*1 Cooperating fireworks festivals and specific details are subject to change. *2 Donations from "Hareka ACTION" are not planned for use in this festival. *3 The 52nd Southern Beach Chigasaki Fireworks Festival is not a recipient of donations from "Hareka ACTION" 2026 fireworks festival support activities. "Hareka ACTION: Fireworks of Hope for the Future 2026" is scheduled to be held as one of the programs within the Southern Beach Chigasaki Fireworks Festival. *4 Donations from live broadcast viewership will be distributed proportionally to the supported municipalities for "Hareka ACTION" 2026 fireworks festival support activities. (Supported municipalities are listed in this press release)

Event Overview

Project Name: "Hareka ACTION: Fireworks of Hope for the Future 2026"*5

Date: Saturday, August 1, 2026

Time: 7:50 PM - (Southern Beach Chigasaki Fireworks Festival overall: 7:20 PM - 8:10 PM)

Venue: Southern Beach Chigasaki (Launch site: Chigasaki Fishing Port Breakwater)

Co-organized by: City of Chigasaki, Kanagawa Prefecture; Chigasaki City Tourism Association

Special Cooperation: Kirin Beer "Hareka ACTION"

*5 In case of strong winds or inclement weather, both or either the fireworks and drone performances may be canceled.

Comments from Stakeholders

Sato Hikaru, Mayor of Chigasaki City

The Southern Beach Chigasaki Fireworks Festival marks its 52nd year. Every year, the Chigasaki City Tourism Association, related organizations, sponsoring companies, and the City of Chigasaki collaborate to allow Chigasaki residents and tourists to enjoy this summer spectacle.

Last year, the festival was canceled due to a typhoon, and we are deeply grateful that the fireworks were launched at the Expo on behalf of those who looked forward to it as a summer event with family and friends, and for the efforts of the pyrotechnicians who prepared them.

Fireworks festivals are becoming increasingly difficult to hold each year due to rising prices and labor costs. As we hold the festival again this year after a two-year hiatus, we are delighted as the City of Chigasaki to have the opportunity to create fireworks for those who also experienced disappointment, in collaboration with Kirin Beer's "Hareka ACTION."

We hope that this valuable opportunity will be enjoyed by many and will lead to the continuation of future fireworks festivals.

Kiriyama Akinobu, Director-General, Southern Beach Chigasaki Fireworks Festival Joint Secretariat

Last year, the Southern Beach Chigasaki Fireworks Festival had to be canceled due to severe weather conditions caused by an approaching typhoon. Like many who were looking forward to it, all of our staff were deeply disappointed.

This year, as we approach the 52nd event, we are reminded that fireworks festivals are not just events, but a source of regional pride and an important part of Japanese culture. However, the challenges of continuing summer fireworks festivals are increasing year by year, including securing funding, considering local residents, responding to work style reforms, and strengthening heatstroke prevention measures.

In this context, we deeply resonate with Kirin Beer's "Hareka ACTION" initiative to "keep the flame of spectacles burning" and are implementing this event with their special cooperation. We are grateful for the opportunity to hold the 52nd festival and will deliver a special summer memory to our attendees.

Kazuma Saeki, Hanabist (Fireworks Photographer & Fireworks Researcher)

Since the COVID-19 pandemic in 2020, Japanese fireworks have faced a major crisis. For about three years, most fireworks festivals were forced to be canceled. As a result, the fireworks industry has seen workforce reductions, and local governments, as organizers, are increasingly seeing staff reassigned without adequate transfer of operational know-how. Furthermore, the deteriorating economic situation has severely impacted many sponsoring companies, making it difficult to continue supporting fireworks festivals. If this continues, Japan's world-renowned fireworks culture may be lost. This is the current situation surrounding fireworks. The fireworks industry is in a difficult situation due to various factors. To pass on Japan's precious traditional culture to the future, we kindly ask for your support through "Hareka ACTION."

Kirin Brewery Company, Limited

Looking up at the fireworks spreading across the night sky, sharing a moment with loved ones. Beer has long been a companion during these summer evenings. However, fireworks festivals, a summer spectacle, are gradually disappearing. We want to pass on the summer excitement we took for granted to the next generation. We want to give back, even in a small way, to the Japanese spectacles that have broadened the joy of drinking beer. With this sentiment, Hareka is engaged in the "Hareka ACTION" initiative to protect fireworks, utilizing a portion of its sales.

This time, by re-launching fireworks that could not be launched in various regions into the night sky, we aim to connect the emotions embedded in the fireworks and the regional connections behind them to the future. We hope this will raise awareness of the crisis facing fireworks festivals and encourage people to consider supporting them. May the wonderful summer scenery with fireworks be passed on to the next generation.

[About Kirin Beer "Hareka ACTION"]

Past Initiatives

We want to give back to the Japanese spectacles that have broadened the joy of drinking beer. With this sentiment, "Hareka" utilizes a portion of its sales to preserve and pass on cherry blossoms and fireworks festivals, which are disappearing Japanese spectacles. Following 2024 and 2025, activities will continue in 2026 with the themes of "Cherry Blossoms" and "Fireworks Festivals," with cumulative donations exceeding 240 million yen*6.

*6 As of June 2026.

How to Participate in Hareka ACTION

1. When you purchase "Hareka," 0.5 yen per 350ml can, 0.8 yen per 500ml can, 0.8 yen per medium bottle, and 4.8 yen per 3L PET bottle will be automatically donated.

2. By accessing the dedicated website via the two-dimensional code printed on the back of the can or on the bottle, you can receive 0.5 yen worth of "Hareka Coins" for free once a day, which can be used to donate to your chosen municipality*7.

*7 There is a limit to the amount that can be donated with Hareka Coins.

3. The dedicated website provides an overview of the initiative, participating municipalities, total donations, and more. You can also post messages of support and memories with photos on the site for municipalities you have donated to with Hareka Coins, and share a "Certificate of Participation" on social media as proof of your donation.

List of Supported Municipalities for 2026 Fireworks Festival Support Activities

About the "National Fireworks Festival White Paper 2025"

In 2025, "Kirin Beer Hareka" conducted a "Survey on Fireworks Festival Operations" targeting 461 fireworks festival organizing offices and municipalities nationwide (hereinafter, "Fireworks Festival Operations"), and a "Survey on Fireworks Festivals" targeting 800 men and women aged 10s to 60s nationwide (hereinafter, "Consumers"), and published the results as the "National Fireworks Festival White Paper 2025." We hope this survey deepens understanding of the current state of fireworks festivals nationwide and serves as a catalyst for future support expansion.

Survey Summary

• The total economic ripple effect of fireworks festivals nationwide is 2.3687 trillion yen.

• 90% of fireworks festival operations experience operational challenges. The top two challenges are "funding shortages" (83.4%) and "labor shortages" (63.9%).

• Approximately one-quarter (24.1%) of fireworks festivals have been canceled or scaled down within the past five years for reasons other than COVID-19. The main reasons cited are "funding shortages" (55.0%), "labor shortages" (33.3%), and "unfavorable weather" (30.6%).

• 79.4% of fireworks festival operations responded that "financial support from citizens and consumers is necessary."

• The cost of holding fireworks festivals has increased by an average of 34% over the past 10 years.

• The average age of fireworks festival operators is approximately 49 years old, and the average age of pyrotechnicians is approximately 55 years old. The proportion of those aged 40 and under is less than 30%. More than half (52.1%) of municipalities feel the aging workforce and lack of successors in fireworks festival operations.

• More than half of consumers (55.9%) feel that "the number of fireworks festivals is decreasing, and their scale is shrinking," while only 22.8% know the reasons for this.

• 73.2% of people wish that "fireworks festivals will continue and not disappear in the future." The most common reason cited is "to preserve them as a summer spectacle" (54.0%).

Estimated Economic Ripple Effect of Fireworks Festivals*8

- The total economic ripple effect of fireworks festivals nationwide is 2.3687 trillion yen. Its disappearance could lead not only to cultural loss but also to a significant loss of economic impact.

- The number of visitors to fireworks festivals is 58.95 million. Total expenditure by visitors is 854.4 billion yen, and the ripple effect from visitors is 1.333 trillion yen.

- Expenditure for fireworks festival operations is 72.5 billion yen, with a ripple effect of 108.8 billion yen.

*8 All figures are estimates.

Festival Operations Survey

<Fireworks Festival Operational Challenges>

- It has become clear that 90% of fireworks festival operations face challenges. Among these, "funding shortages" (83.4%) and "labor shortages" (63.9%) are the most serious issues.

- 24.1% of fireworks festivals have been canceled or scaled down within the past five years for reasons other than COVID-19. The reasons cited are "funding shortages" (55%), followed by "labor shortages" (33.3%) and "unfavorable weather" (30.6%). In addition to the challenges faced by organizers, unstable summer weather in recent years has also significantly impacted festival operations.

- In response to the question, "What kind of support is needed from citizens and consumers to continue fireworks festivals in the future?" respondents indicated the need for "financial assistance from citizens and consumers" (79.4%), followed by "securing volunteers" (51.2%) and "increasing interest and understanding of the challenges related to fireworks festivals" (44.3%).

<Rising Festival Costs>

- The cost of holding fireworks festivals has increased by an average of 34% over the past 10 years*9. The main reasons for the increase in costs are "rising prices" (88.5%) and "increased labor costs" (60.7%).

*9 The average increase rate is an estimate.

<Current Situation of Aging Workforce and Lack of Successors in Fireworks Festivals>

- The average age of fireworks festival operators is approximately 49 years old, and the average age of pyrotechnicians is approximately 55 years old. The proportion of those aged 40 and under is less than 30%*10.

- 52.1% of municipalities feel the aging workforce and lack of successors in fireworks festival operations.

*10 The average age is an estimate.

Consumer Survey

<Fireworks Festival Challenges>

- Among the challenges that consumers felt needed improvement were "congestion of transportation around the venue" (50.9%), followed by "severe congestion on the way back with insufficient guidance and information" (28.3%), and "lack of parking or distant parking" (26.4%). These access-related issues indicate the need to strengthen security systems and staffing for safe and smooth festival operations.

<Awareness Regarding the Continuation of Fireworks Festivals>

- Despite 55.9% of consumers feeling that "the number of fireworks festivals is decreasing, and their scale is shrinking," only 22.8% were aware that "holding fireworks festivals is becoming difficult due to budget or labor shortages."

- 73.2% of people wish that "fireworks festivals will continue and not disappear," indicating that many people desire the continuation of fireworks festivals. The most common reason cited was "to preserve them as a summer spectacle" (54.0%), showing that fireworks festivals are deeply rooted in Japanese summer as an indispensable cultural element for consumers.

<Support for the Continuation of Fireworks Festivals>

- Regarding future continuation of fireworks festivals, 50.9% of respondents indicated they would be willing to "cooperate in some way." The top forms of cooperation were "cooperation in surveys and opinion gathering" (20.4%) and "donations (crowdfunding, fundraising, etc.)" (18.1%).

- For those who chose to support through "donations (crowdfunding, fundraising, etc.)" or "viewing from paid seats," the intended payment amount was an average of 7,053 yen.

Survey Overview*11

*11 Both surveys were conducted online.

<Economic Ripple Effect>

Calculated using the Ministry of Internal Affairs and Communications Statistics Bureau's "Simple Calculation Tool for Economic Ripple Effect by Integrated Major Classification (37 Divisions)" (2020 edition).

Reference data: Japan Tourism Agency "Survey of Travel and Tourism Consumption Trends," business reports from various fireworks festivals.

<Consumer Survey>

"Survey on Fireworks Festivals"

Survey Period: 2025/06/27 - 2025/07/01

Gender: Male/Female

Age: 10s - 60s

Region: Nationwide

Number of Responses: 800

<Festival Operations Survey>

"Survey on Fireworks Festival Operations"

Survey Period: 2025/07/01 - 2025/07/07

Target: Fireworks festival organizing offices, municipalities

Region: Nationwide

Number of Responses: 461