The House of Suntory's Haku Vodka Introduces First Campaign, “Made to Shine,” Featuring Rina Sawayama as Brand Ambassador

Inspired by Tokyo after dark, “Made to Shine” invites consumers to discover the brilliance of Japanese cocktail culture

NEW YORK, NY September 14, 2026 /PRNewswire/ – Today, The House of Suntory unveils “Made to Shine,” Haku Japanese Craft Vodka’s first brand campaign, and introduces internationally acclaimed musician, songwriter and actor Rina Sawayama as global brand ambassador. The campaign celebrates individuality and ingenuity, encouraging people to look beyond the familiar, challenge expectations and find their own way to shine.

As global interest in Japanese culture continues to grow, appreciation has expanded beyond travel to embrace the country's enduring values of craftsmanship, refinement and thoughtful design. Tokyo's cocktail bars have earned a global reputation for reimagining classic drinks through meticulous technique, precision and hospitality. That same philosophy informs Haku, where craftsmanship is designed not simply to create an exceptional vodka, but one that elevates the cocktail itself.

"Made to Shine" channels this cultural momentum, drawing on more than a century of The House of Suntory's mastery of Japanese spirits. Made from 100% Japanese white rice, Haku delivers an exceptionally smooth vodka with a soft, subtly sweet character that brings refined depth and balance to every cocktail.

"As Haku Vodka's first-ever Global Ambassador, I'm proud to represent a campaign inspired by the belief that what makes you different should never be hidden," says Sawayama. “'Made to Shine’ stands for going beyond the familiar, challenging expectations, and embracing new ways to express creativity. I hope it inspires people to own what makes them unique and have the confidence to shine.”

Haku Made to Shine Campaign:

The campaign draws inspiration from Haku’s name, meaning “white” in Japanese and evoking jyunpaku, a sense of purity and brilliance. Made to Shine celebrates those who move beyond the expected and let what makes them distinctive shine through.

At the heart of the campaign is a cinematic hero film directed by acclaimed filmmaker Frank Lebon, with stills captured by photographer Thurstan Redding. Set in Tokyo, the film follows Sawayama through the city's vibrant nightlife. As she orders a Haku Martini, her quiet confidence inspires others to embrace what makes them distinctive, reflecting a modern expression of Japanese creativity that lies at the heart of both the city and Haku Vodka.

Campaign content is now live across The House of Suntory's YouTube and social channels and will continue rolling out across key markets, including the United States, the United Kingdom, and Australia. To learn more about the campaign and watch the hero film, please visit us online here.

Signature Serve: The Signature Haku Martini

Haku’s exceptionally smooth, silky finish makes it the ideal foundation for a cocktail like the martini. The recommended serve is a Haku Martini, made with 2 1/2 parts Haku Vodka and 1/2 part dry vermouth, stirred for 30 seconds, strained into a chilled martini glass, and finished with a lemon twist.

Experience Japanese Cocktail Culture

The campaign will come to life through digital, social, events and experiential activations. In New York City, consumers will have the opportunity to discover the artistry behind the Haku Martini through exclusive Martini Masterclasses.

Additional details and invitations on these masterclasses will be shared with members of The House of Suntory membership program, offering access to members-only content, limited-edition release news and priority consideration for select events in key cities. Sign up here to be among the first to learn more.