Contributions to Society
The Sapporo Group respects children's right to education and provides programs to give them opportunities to learn throughout their growth.
Support for the Next Generation Development
Implementation of Nutrition Education Activities on Lemons
POKKA SAPPORO Food & Beverage's lemon business aims to contribute to a healthy and enriched dietary lifestyle and carries out nutrition education activities that promote interest in food in an enjoyable way through lemons.
For more information, please see the following website about "Nutrition Education Activities"
https://www.pokkasapporo-fb.jp/sustainability/h-esg/social1.html#syokuiku
Barley and Hops Workshop
Shibuya Ward and Sapporo Breweries have signed the "Shibuya Social Action Partnership Agreement (S-SAP)" to collaboratively address regional social issues. In 2025, through collaboration with Nippon Hoiku Service (JP-HOLDINGS Group), they held experiential workshops using barley and hops as materials at two elementary schools within Shibuya Ward.
Support for the development of aquaculture feed for red sea bream that takes marine conservation into consideration
Since 2022, the Product Technology Innovation Department of Sapporo Breweries has supported research on red sea bream aquaculture conducted by Shizuoka Prefectural Yaizu Fisheries High School. The Department provides the school with malt feed (a byproduct) produced in the beer production process for use in feeding red sea bream, and cooperates in developing sustainable feed which is partially made from malt feed. The catch of natural anchovy, the main raw material for aquaculture feed, has been decreasing in recent years, and it is hoped that raw materials can be developed to replace natural fish. The cultured red sea bream fed with the feed containing malt feed has a flavor quality that is comparable to that of ordinary cultured red sea bream, expanding the possibility of using it as feed for marine products. The research was presented in the High School Student Section of the 2023 Spring Meeting of the Japanese Society of Fisheries Science. Sapporo Breweries will continue to cooperate with the school to develop a more sustainable aquaculture industry.
Conducting traffic safety activities
Sapporo Group Logistics strives to achieve safety and logistics quality that can be proud of in society. To this end, the company has established a safety philosophy and advances its activities daily. As part of its initiatives, Sapporo Group Logistics works together with local communities to carry out activities aimed at increasing public awareness of traffic safety. These include"flag-waving activities" during spring, summer, fall, and winter traffic safety campaigns where the company's employees stand by the roadside nationwide and wave flags urging drivers to drive safely, and participation in "truck parades" hosted by local traffic safety associations.
Holding sports promotion events for children
Sapporo Breweries, in collaboration with JAL (Japan Airlines) and the Hokkaido Shimbun Press, has been holding the "Junior Sports Challenge!", an event to familiarize children in Hokkaido with sports. By holding training sessions for children by professional athletes, the company will work to solve issues such as improving the physical fitness and athletic ability of children and revitalizing local communities in Hokkaido.
Support for Sports
Supporting the Hakone Ekiden for 39 years
Since the 63rd race in 1987, the Sapporo Group has been supporting the Hakone Ekiden Race, considered a New Year's day tradition in Japan.
Our employees also sell event-related products near the turnaround point and part of the proceeds are donated to the Hakone Trust Fund every year, to be used for preserving the natural environment in the town of Hakone.
All Japan Early Morning Baseball League
The All Japan Early Morning Baseball League was established in 1981 as a national organization of amateur rubber-ball baseball teams under the motto of "health and friendship" and with the goal of promoting and developing sports through baseball. (The members consist of 150,000 players and 8,000 teams nationwide.) Sapporo Brewery has been supporting the league, which has been operating under the slogans of "Toast to Sportsmanship!" and "Win or Lose, Enjoy a Sapporo Beer!" since its founding.
Logo of the All Japan
Early Morning Baseball League
Opening ceremony of the 36th All Japan
Early Morning Baseball Tournament
(Ota Stadium, Tokyo)
Supporting the Vitality of Hokkaido through Sports
By supporting professional sports in Hokkaido, we are creating an exciting sports environment and contributing to the overall vitalization of Hokkaido.
Support for Culture
Experience Beer Culture by Visiting a Brewery and Museum
We are working to pass on the culture of beer at breweries, museums, and other places where people can visit.
The Oldest Existing Beer Hall in Japan, "Beer Hall Lion Ginza 7-Chome"
Designed by Eizo Sugawara, the building was completed on April 8, 1934 as the headquarters of Dainippon Beer Company. The beer hall on the first floor has remained virtually unchanged since its opening, and is now known as the Beer Hall Lion Ginza 7-chome Branch.
Expanding Beer Culture through Learning: Cooperation with the "Beerken" (Japan Beer Certificate Examination)
Since 2012, Sapporo Breweries has been cooperating with the "Beerken" (Japan Beer Certificate Examination) organized by the General Incorporated Association of Japan Beer Culture Study. By providing many people with opportunities to learn about beer, the company is contributing to the expansion of the base of beer fans.
The Beerken is divided into Levels 3 through 1, and anyone aged 20 years or older can take the examination, from those who want to learn about a wide range of beer to those who want to gain a specialized knowledge of beer.
Through this initiative, the company provides more people with opportunities to learn about beer and contributes to the development and popularization of beer culture in Japan.
*This link connects to an external website
Contributions to Communities
In-House Nursery
The Sapporo Group has been making efforts to create an environment in which everyone can exhibit their full potential. As one facet of this operation, an in-house nursery opened in April 2017 within the Ebisu Garden Place. The nursery operates on a "consortium-type" model, catering to multiple companies. The nursery is not limited to the Sapporo Group, but also extends its support to childcare-phase employees of tenant companies residing in the Ebisu Garden Place Tower. Simultaneously, it addresses the issue of waiting-list children in the Shibuya ward, allowing local residents to utilize the facility.
Creating a Harmonious Society Together with Local Communities
Sapporo Breweries' Chiba Brewery, in cooperation with a local support facility for people with disabilities, has outsourced some clerical work and greenery maintenance work on an ongoing basis since 2021. A total of about 120 people visit the brewery each year, and deliver brightness and wellness to the site through activities such as installing handmade benches, replacing planters, and planting seasonal flowers.
These work programs support the employment of people with disabilities and create opportunities for their social participation, and other support measures are also being developed through the purchase of agricultural products. In addition, Sapporo Breweries is actively working to promote understanding of disabilities through exchange meetings between Sapporo Group employees and support facilities and participation in events for people with disabilities. Its Chiba Brewery promotes work practices that make the most of individuals' characteristics, regardless of whether or not they have disabilities. In recognition of these ongoing efforts, the company was selected as an "Excellent Business Establishment for Employment of Persons with Disabilities in Funabashi City" in FY2024. Together with local community members, Sapporo Breweries will continue to move forward step by step for tomorrow, connecting "Harmony."
Participation in the "Children's Food Support Box" Project and Donation of Products
POKKA SAPPORO Food & Beverage donated products to 5,000 households through the "Children's Food Support Box" project operated by Save the Children, for the 2024 winter holidays. This support project is an initiative aimed at improving the dietary situation of children by providing food, stationery, and various information to families that are in financial difficulty. Pokka Sapporo Food & Beverage donated more than 1,300 boxes of soup products.
Conclusion of the "S-SAP (Shibuya Social Action Partner) Agreement (comprehensive partnership agreement)" with Shibuya Ward
On October 19, 2016, Sapporo Breweries concluded the "S-SAP Agreement (comprehensive partnership agreement)" with close cooperation with Shibuya Ward for the goal of solving regional issues in the local community.
This agreement applies the know-how of private enterprises with the aim of resolving regional issues through collaboration/cooperation of public and private entities.
Sapporo Holdings will cooperate to support eight initiatives including "Support for next-generation upbringing," "Support for revitalization of Ebisu district," "Support for sports, health promotion," "Support for sightseeing and culture," and "Support for enlightenment activities for realization of a diverse society (diversity)." We will continue to reinforce social contributions as a trusted partner of Shibuya Ward through our business operations.
*This link connects to an external website
Activities to Invigorate Hokkaido, Our Birthplace
Hokkaido is special to the Sapporo Group as the birthplace of Sapporo Breweries. Ever since our foundation, we have maintained our relationship with the region over the years and have grown as a company with the nickname, "Beer-san." We have been developing various activities to revitalize regional society, with the cooperation of municipalities in Hokkaido and its citizens, under the wish of wanting to "invigorate our homeland Hokkaido."
City Development Partner Agreement for Sapporo Collaborative Core City Area in July 2019
In July 2019, the Sapporo Collaborative Core City Area, Sapporo Breweries, and a total of 15 companies signed a partner agreement. The purpose is to maintain the vitality of the area and contribute to the development of attractive cities through cooperation and collaboration by making effective use of each other's resources, etc.
* In March 2019, the Sapporo Collaborative Core City Area was jointly formed by Sapporo City, Otaru City, Iwamizawa City, Ebetsu City, Chitose City, Eniwa City, Kitahiroshima City, Ishikari City, Tobetsu Town, Shinshinotsu Village, Nanporo Town, and Naganuma Town in order to maintain the vitality of the area and promote attractive city development even in a society with a declining population, low birthrate, and aging society.
Welfare Sponsorship Sapporo Odori Beer Garden
A typical summer event in Sapporo, Sapporo Odori Beer Garden is one of the largest beer gardens in Japan and is held in six sections of Odori Park. Many citizens and domestic and international visitors enjoy the sense of openness here. Since it was first held, the event has continued as the "Welfare Sponsorship Sapporo Odori Beer Garden" with the purpose of donating a portion of the proceeds to welfare organizations.
Building Relationships with Local Communities Through Summer Festival Support
Since 2024, Sapporo Breweries' Hokkaido Brewery has provided comprehensive support for summer festivals in various areas of Eniwa City, where the brewery is located. This serves as a new form of community contribution replacing the Onko Festival, an open house event hosted by the brewery and beloved by the local communities for over 30 years.
It is a great pleasure for both the brewery and its employees that they have been able to maintain an unbroken connection with communities that were forced to be suspended during the COVID-19 pandemic.
The brewery will continue its community-rooted activities with the hope that the beer made from water sourced in Eniwa City will foster hometown pride and contribute to regional revitalization.
Environmental Conservation Activities
Sapporo Breweries has implemented a system since the fiscal year 2008 (end of the 85th period)*1 in its shareholder hospitality program, allowing shareholders to choose to redirect their special benefits towards contributions to social activities. From 2013 to 2021, it was utilized for the support of the Tohoku region's recovery.
*1 Donations have been implemented since 2009.
Donations from 2023 to 2025
Supporting the Promotion of Domestic Lemon Production
In 2016, Pokka Sapporo Food & Beverage, which is in charge of the food and beverage business in the Sapporo Group, and Osaki-kamijima Town concluded a comprehensive agreement related to the promotion of "Setouchi-grown Lemons." In 2019, they jointly operated a lemon orchard as part of their ongoing collaboration to promote domestic lemon production.
The support for the Domestic Lemon Production Promotion Initiative through the shareholder benefits program continued for three years starting in 2023, with cumulative donations totaling 6,546,000 yen.
Donations in 2022
Supporting the Hokkaido Fisheries Resource Recovery Project
A total of 1,319,000 yen was raised to support the "Hokkaido Fisheries Resource Recovery Acceleration Project" in Hokkaido, and Sapporo Holdings donated the same amount for a total of 2,638,000 yen.
The project will be used to produce strong fry that can cope with environmental changes by strengthening their swimming ability, etc., and to support facilities and equipment and coastal water temperature monitoring in order to achieve an early recovery of fall salmon stocks, which have been declining in catch due to rapid changes in the marine environment.
This is a nature conservation initiative to pass on the precious fishery resources of Hokkaido, where the company was founded, to the future.
Donations in 2021
Otsuchi Town, Iwate Prefecture "Education support for Hometown Studies provided as a pillar of integrated elementary and junior high school education," Minamisanriku Town, Miyagi Prefecture "Support for revitalizing the town through the Shizugawa High School Attractive Project," "Support for Fukushima Newspaper by Fukushima High School Students"
In 2021, as educational support for children who will be responsible for Tohoku's recovery, we made donations to the "Shizugawa High School Attractiveness Project" in Minamisanriku Town, Miyagi Prefecture, the "Fukushima Prefecture High School Cultural Federation's Project to Support High School Students' Production and Distribution of Fukushima Newspapers," in addition to the "Education support for Hometown Studies provided as a pillar of integrated elementary and junior high school education" in Otsuchi Town, Iwate Prefecture, which has been ongoing since 2016.
The "Fukushima Newspaper" was produced in Japanese and English, and translated into English by the students, with the united wish of "giving people a correct picture of the current situation and reconstruction of Fukushima" amidst the growing concern that the disaster has faded away 10 years after the Great East Japan Earthquake.
Donations in 2020
Support for "learning about the camellia, the flower of Ofunato City," "Hometown Studies" as a pillar of integrated elementary and junior high school education, and "dissemination of information on issues related to Fukushima reconstruction" by high school students from Fukushima Prefecture
We supported three initiatives to provide educational support to the children who will be responsible for the reconstruction of Tohoku. We donated to the "Camellia" themed study in Ofunato City, Iwate Prefecture, the "Hometown Studies" class in Otsuchi Town, Iwate Prefecture, a pillar of an integrated elementary and junior high school education, and the "2020 International Workshop on Radiation Protection for High School Students" conducted by high school students in Fukushima Prefecture. In 2020, the scope of activities is limited due to the prevention of the spread of the new coronavirus infection, but we are working on it with ingenuity.
Donations in 2018 and 2019
"Educational support based on the theme of ʻcamellia,ʼ the flower of Ofunato City"; "Educational support for 'Hometown Studies,' which is a key component of integrated elementary and junior high school education"; and "Support for the Japanese and overseas high school students who are promoting the safety of Fukushima produce"
Just as in 2016 and 2017, in 2018 Sapporo Holdings again provided support to children tasked with redeveloping the Tohoku region. In addition to "Educational support based on the theme of ʻcamellia,ʼ the flower of Ofunato City" and "Educational support for 'Hometown Studies,' which is a key component of integrated elementary and junior high school education," in 2018 Sapporo Holdings also donated to "Support for the Japanese and overseas high school students who are promoting the safety of Fukushima produce." As part of this latter initiative, participating students experience at first-hand the issues facing Fukushima: Reputational Damage, Decommissioning, and Decontamination. The high school students then gave presentations on the current state of affairs from their own perspectives, indicating that Fukushima's abundant charms and food safety are not being accurately communicated.
Donations in 2016 and 2017
"Educational support based on the theme of the ʻcamellia,ʼ the flower of Ofunato City"; "Educational support for 'Hometown Studies,' which is a key component of integrated elementary and junior high school education"; and "Support for the Fukushima Prefecture Wind Orchestra and Chorus Federation ʻSpecial Concert in Prayer for Fukushima Reconstructionʼ"
Sapporo Holdings has selected three initiatives as part of its educational support for the children of Tohoku, who will play a vital role in the region's regeneration.
The first initiative takes place in Iwate Prefectureʼs Ofunato City, which uses the camellia flower to revitalize the area. The initiative provides support for educating the city's junior high school students on the history of the camellia and its connection to the city. The second initiative provides educational support for Otsuchi Town, Iwate Prefecture. As part of its efforts to promote hometown creativity, the town has introduced new "Hometown Studies" class at its elementary and junior high schools. The initiative seeks to teach students about the unique features and strengths of Otsuchi Town, and nurture human resources that will reconstruct and develop it. The third initiative provides support for the "Special Concert in Prayer for Fukushima Reconstruction" in Fukushima Prefecture, which has an active wind orchestra and chorus scene.
Donation for 2015
"Support for the next generation of Onagawa Town, Miyagi Prefecture"
Two initiatives that support the next generation of Onagawa Town have been selected for this year. The first is the project of gifting Onagawa newborns with "Kibo no Isu" chairs, created from Onagawa wood cut as a part of the reconstruction plan. The second is to construct a well which can be used in the event of a disaster, and also can be used as an educational tool and a regional communication space.
A total of 1,835,000 yen was contributed, and Sapporo Holdings also contributed the same amount for a total of 3,670,000 yen donated to the cause in June 2015.
Donation for 2014
"Kibo no Hoshi Project"
The "Kibo no Hoshi Project," which is an initiative to aid the restoration of the tourism industry in Onagawa Town, Miyagi Prefecture, has been selected as a support project. The "Kibo no Hoshi Project" is a project to add color to the severely earthquake-damaged town, through constructing public facilities, parks, and signages for commercial facilities, accommodations, post offices, banks, etc., with vibrant "Spanish tiles," with the cooperation of the Onagawa Chamber of Commerce and Tourism Bureau.
A total of 1,533,000 yen was contributed, and Sapporo Holdings also contributed the same amount for a total of 3,066,000 yen to be donated to the cause in June 2014.
Donation for 2013
"Use of salt-damaged cedar from the Great East Japan Earthquake"
This yearʼs donation was for the general incorporated association "Hisaichi-network PLUS," which uses cedars from the Sanriku coastline that were salt-damaged by the tsunami following the Great East Japan Earthquake. These cedars are turned into "leveling boards" used to level sports fields. This year also saw many shareholders participating in donation activities, with 1,634,000 yen in contributions. Sapporo Holdings also contributed the same amount, for a total of 3,268,000 yen, which was donated to the organization in July 2013.
Donation for 2012
"Rebun Island Natural Conservation-Abundant ʻRebun Flowersʼ Campaign"
Rebun Island flower "Rebunatumorisou (Cypripedium macranthum var. rebunense)"
The "social action program" designated for shareholder special benefits for this year was the Non-Profit Organization "Natural Information Center of Rebun Island" and their conservation efforts to protect the ecosystem on Hokkaidoʼs Rebun Island. These efforts included planting to increase numbers of local plants and planting native species in place of the ever-expanding non-native species of plants. This year also saw many shareholders participating in the campaign, resulting in 1,530,000 yen in donations. Sapporo Holdings also contributed the same amount, for a total of 3,060,000 yen donated to the NPO organization in May 2012, through the Hokkaido Souya General Promotion Bureau.
Donation for 2011
"Forest Development for Wild Birds"
The theme for this year was regional organizations (Nijibetsu Korokamui no Kai/The Central Nemuro Femaleʼs Fisheries Cooperative/Riverside Tree Planting for Rich Greenery and Fish) that conducted "Forest development activities for wild birds and the endangered species ʻBlakistonʼs fish owlʼ," through the Hokkaido Nemuro Promotion Bureau.
Many shareholders participated this time as well, and a total of 1,623,000 yen was contributed in May 2011. Sapporo Holdings also contributed the same amount, for a total of 3,246,000 yen donated to the Hokkaido Nemuro Promotion Bureau.
Furthermore, before the presentation ceremony on May 15, employees from the Sapporo Breweries Hokkaido Headquarters and the Doutou Branch participated in a tree planting event hosted by three organizations at the "Nishibetsu River," which flows in the Doutou region.
Donation for 2010
"Northern Limit Beech Forest Regeneration/Conservation Project"
The theme for this year was the "Northern Limit Beech Forest Regeneration/Conservation Project" of the Kuromatsunai Town through the Hokkaido Environment Foundation.
The "Northern Limit Beech Forest Regeneration/Conservation Project" is an initiative that regenerates and conserves the northern limit beech forests, which are a precious natural asset of Hokkaido and designated as a Japan national monument.
A total of 1,414,000 yen was contributed, and Sapporo Holdings has contributed the same amount, for a total of 2,828, 000 yen which was donated to the Foundation in July 2010.
*This link connects to an external website
Donation for 2009
"The Okhotsk Drift Ice Trust Campaign"
Support for "The Okhotsk Drift Ice Trust Campaign" has been decided for this year.
"The Okhotsk Drift Ice Trust Campaign" is a warning message from the Okhotsk region on the effects of global warming, which is especially pronounced in the area, and an environmental campaign that makes efforts for "conservation of drift ice." A total of 1,114,000 yen was contributed, and Sapporo Holdings has contributed the same amount, for a total of 2,228,000 yen donated to the Hokkaido Prefectural Office in a presentation ceremony in July 2009.
*This link connects to an external website
Related Information
The Sapporo Group provides support to disaster-stricken areas through relief donations, employee fundraising, and the provision of supplies utilizing our business characteristics, in response to natural disasters and humanitarian crises occurring both in Japan and overseas.
In addition to emergency support during disasters, we continuously implement support based on the situation of affected regions.
| Year | Disaster | Affected Area / Beneficiary | Support Provided |
|---|---|---|---|
| 2025 | Central Myanmar Earthquake | Myanmar | Conducted employee donation campaign and contributed to disaster relief through Japan Platform (JPF), a specified non-profit organization |
| 2024 | Noto Peninsula Earthquake in 2024 | Ishikawa Prefecture | Donated 5 million yen through the Japanese Red Cross Society. Employee donations were made through Japan Platform. Provided 1,400 cases of drinking water to Ishikawa Prefecture and Wajima City |
| 2023 | Typhoon No. 13 in 2023 | Iwaki City, Fukushima Prefecture | Providing drinking water as relief supplies |
| 2022 | Typhoon No. 15 in 2022 | Shizuoka City and Iwata City, Shizuoka Prefecture | Providing drinking water as relief supplies |
| 2022 | Humanitarian Crisis in Ukraine | Ukraine | Donated a total of 4 million yen through JPF as a matching gift, adding the same amount as employee donations |
| 2020 | Torrential Rains in July 2020 | Kumamoto Prefecture, Oita Prefecture, Hita City in Oita Prefecture | Donated 1 million yen each. Provided drinking water and soup to Kumamoto Prefecture and Hita City in Oita Prefecture |
| 2020 | Emergency Support for the Spread of COVID-19 | Domestic and Overseas | In response to the shortage of alcohol for disinfection in 2020, manufacture highly concentrated ethanol products (60 vol% or more) under the guidance of various government agencies, and provide them to medical facilities through government agencies. Providing drinking water and soup as relief supplies to medical workers, welfare facilities, and children's cafeterias. In addition, we have established an e-commerce store specializing in food services to support restaurants, cooperated in measures to promote delivery and take-out, and made donations to restaurant business organizations overseas. |
| 2019 | Typhoon No. 15 in 2019 | Chiba Prefecture | Donated 3 million yen in aid and 605,500 yen from employee donations. Provided drinking water to Chonan Town |
| 2019 | Typhoon No. 19 in 2019 | 11 Affected Prefectures | Donated 10 million yen to 11 disaster-stricken prefectures*1 and 778,000 yen in employee donations to JPF. Provided drinking water to Date City, Soma City, and Iwaki City *1Iwate, Miyagi, Fukushima, Ibaraki, Tochigi, Gunma, Saitama, Kanagawa (Hakone Town), Niigata, Nagano, Shizuoka |
| 2018 | West Japan Rain Disaster of July 2018 | Hiroshima, Okayama, and other prefectures | Donated 1 million yen each to Hiroshima and Okayama prefectures. 573,000 yen total in employee donations to Hiroshima, Okayama, and Ehime prefectures. Provided about 1,400 cases of drinking water |
| 2018 | 2018 Hokkaido Eastern Iburi Earthquake | Hokkaido | Donated a total of 30 million yen in aid and employee donations totaling 1,549,000 yen to Sapporo City, Anpei Town, Atsuma Town, and Mukawa Town Donated 5,767,079 yen per bottle from sales of Sapporo Classic to the Hokkaido Government |
| 2017 | North Kyushu Heavy Rainfall Disaster | Hita City, Oita Prefecture Asakura City, Fukuoka Prefecture |
Donated 2 million yen to Hita City and 1 million yen to Asakura City. Provided drinking water and soup |
| 2016 | Typhoon No. 10 | Hokkaido and Iwate Prefecture | Donated a total of 4 million yen for relief aid. Provided drinking water |
| 2016 | Kumamoto Earthquake | Kumamoto and Oita Prefectures | Donated 30 million yen in aid and approximately 2 million yen from employee donations. Provided drinking water and soup |
| 2015 | Nepal Earthquake | Nepal | Donated approximately 2 million yen to the Nepal Embassy and Japan Platform as a matching gift, adding the same amount as employee donations |
| 2014 | Hiroshima Heavy Rain Disaster | Hiroshima Prefecture | Donated 1 million yen |
| 2011 | Great East Japan Earthquake | Disaster-Stricken Areas | Donated 50 million yen in aid |
| 2010 | Support for 2010 Foot-and-Mouth Disease Damage | Miyazaki Prefecture | Donated 5 million yen |
| 2010 | Haiti Earthquake / Chile Earthquake | Haiti, Chile | Donated a total of 4 million yen through the Japanese Red Cross Society |
Long-term Recovery Support Initiatives
The Sapporo Group has been committed not only to providing immediate relief following disasters but also to offering medium- and long-term support for the reconstruction of affected areas. Here, we outline our reconstruction support efforts following the Great East Japan Earthquake.
Tohoku Recovery Support
We extend our deepest condolences to those who lost their precious lives in the Great East Japan Earthquake, and our heartfelt sympathies to all those affected. The Sapporo Group's "Tohoku Future Project" has been carrying out various recovery support activities as a unified group, focusing on the priority themes of "Promotion of consumption of regional products," "Information dissemination," and "Next generation development." We will continue to undertake future-oriented activities through the business operations of each Group company, together with the people of disaster-stricken areas, with the unified determination of "never forgetting the disaster."
Please see here for the Sapporo Group's recovery support activities to date.
Support through Customer Cooperation
From the equivalent of beer sales at the "Yebisu Beer Festival" held annually in September at Ebisu Garden Place, we have used funds for Tohoku recovery support since 2011 and for Kumamoto earthquake recovery support since 2016. By 2019, we were able to donate approximately 150 million yen. We sincerely thank all visitors for their cooperation.
Support through Shareholder Cooperation
From 2013* to 2021, the Sapporo Group donated to local governments and organizations engaged in recovery from the Great East Japan Earthquake an amount equal to the donations of shareholders who chose "Donation for Social Contribution" as their shareholder benefit, plus a matching amount.
The total from 2013 to 2021 is 29,582,000 yen.
* From the 2012 shareholder benefit program
Next Generation Development in Disaster-Stricken Areas
The Sapporo Group has supported next-generation development in disaster-stricken areas through "Collabo School" (operated by certified NPO Katariba), which provides learning opportunities, study support, and emotional care to children in disaster-affected areas.
- Great East Japan Earthquake: Supported Onagawa Kogakukan in Onagawa Town, Miyagi Prefecture and Otsuchi Ringakusha in Otsuchi Town, Iwate Prefecture from 2011 to 2019
- Kumamoto Earthquake: Supported Mashiki Musojuku in Mashiki Town, Kumamoto Prefecture from 2016 to 2018
- Donated tablets used in the Hometown Studies class at the integrated elementary and junior high school in Otsuchi Town, Iwate Prefecture in 2019
Otsuchi Town, Iwate Prefecture Junior High School Students Visit Headquarters
Third-year junior high school students from Kirikiri Gakuen in Otsuchi Town, Iwate Prefecture, visited our headquarters on the first day of their school trip and sold wakame seaweed, the result of their work in the "Hometown Studies" class. This was the fifth headquarters visit, continuing since 2017 through the connection of the shareholder benefit program.
* Since 2016, the Sapporo Group has utilized the shareholder benefit program to support the original "Hometown Studies" curriculum at the integrated elementary and junior high school in Otsuchi Town.
Support for Opening the Disaster Materials Room at Shizugawa High School, Miyagi Prefecture
We provided support for "opening a disaster materials room" at Shizugawa High School, Miyagi Prefecture, to convey the experiences and lessons of the disaster to visitors from Japan and abroad, and as a materials room for disseminating information about the town. In November 2023, Shizugawa High School presented a letter of gratitude to the Sapporo Group for its various support over the years.
Donation for Programming Materials at Onagawa Town Elementary School
Onagawa Town Elementary School in Onagawa Town, Miyagi Prefecture is engaged in program education to fulfill the educational goal of "nurturing children who value life, love Onagawa Town, and pioneer the future with ambition." We supported this initiative with the hope that it would help nurture human resources who will lead the future of Onagawa Town.
Support for the Great East Japan Earthquake
The Sapporo Group's recovery support from the unprecedented earthquake is not a one-time effort. We believe it is important to listen directly to the voices of local government officials and community members, constantly think about "what support is truly needed," and engage in continuous initiatives.
Restoration Support for "Children's Mikoshi (Portable Shrine)" in Onagawa Town, Miyagi Prefecture
We presented a donation to support the restoration of the "Children's Mikoshi (Portable Shrine)" at Hakusan Shrine in Onagawa Town, Miyagi Prefecture. At the shrine's annual festival in May, the main mikoshi and children's mikoshi were able to parade through the town together for the first time in nine years since 2010, bringing back children's smiles and revitalizing the area as a place of community.
Photo provided by: SENDAI Pageant of Starlight Executive Committee
Support for the "SENDAI Pageant of Starlight," a Winter Tradition of Sendai
Started in 1986, this event is held by citizen volunteers led by the Executive Committee, and many people visit each year as a "winter tradition" of Tohoku. Although all the light bulbs used were lost in the tsunami caused by the disaster, the Sapporo Group supported the wish to "keep lighting the pageant's lights through everyone's power" and made donations from 2012 to 2021.
Image provided by: Fukushima Prefecture
Holding "Fukushima Festa in Ebisu"
In June 2023, "Fukushima Festa," hosted by Fukushima Prefecture, was held at Ebisu Garden Place. Sales of specialty products, tourism PR, and panel displays introducing recovery initiatives were carried out. The Fukushima Prefecture cheering squad "Happy Fukushima Tai" also visited, and a lottery for the prefecture's specialty products further enlivened the festa. (Third time holding)
Tohoku Recovery Support Tours
From 2013 to 2019, the Sapporo Group conducted "Tohoku Recovery Support Tours" annually with volunteer employees and their families and acquaintances.
Revival of "Standing Ebisu Statue," Symbol of Kesennuma Citizens
The second-generation Ebisu statue at Shinmeizaki in Kesennuma Bay, a symbol of safe voyages and large catches in Kesennuma City, went missing due to the tsunami. Through the connection with YEBISU Beer, one of Sapporo Breweries' flagship products, we received a request for reconstruction support and provided support for the revival of the third-generation Ebisu statue. While construction was underway for the new statue, the second-generation statue was discovered and unveiled on the same day.
Fisheries Recovery Support for the Yuriage District, Natori City, Miyagi Prefecture
The Yuriage district of Natori City, Miyagi Prefecture, is one of the areas that suffered enormous damage from the disaster. To support the central industry of fishing, we donated equipment to the Miyagi Prefecture Fisheries Cooperative (Yuriage), including one electric forklift each in 2016 and 2018, aquaculture racks in 2020, and pallets in 2021.
TOPICS
Letter of Gratitude Presented by the Minister for Reconstruction
In recognition of our continuous recovery support activities for the areas affected by the Great East Japan Earthquake, a letter of gratitude was presented by Hiromichi Watanabe, Minister for Reconstruction of the Reconstruction Agency. We will continue our efforts toward the future of Tohoku together with the people of the disaster-stricken areas.
Providing opportunities for workplace experience
Work experience at Sapporo Lion
To help nurture children who will carry the next-generation, the Sapporo Group provides workplace experience opportunities to junior high school students and internships to high school and college students. Sapporo Lion provides an environment for deepening thoughts on the importance of work and the connection with the future society through experiential work.