The Sapporo Group has three priority themes for disaster-stricken areas and is implementing various activities.
All Group companies will continue to support citizens in their reconstruction activities in disaster-stricken areas.
Three priority themes for reconstruction activities
Support with the cooperation of customers
The amount equivalent to beer sales at the annual “Yebisu Beer Festival” held in September at Yebisu Garden Place have been donated to reconstruction efforts for the Tohoku region since 2011. These donations have also been applied to reconstruction efforts after the Kumamoto earthquake since 2016. The donated amount exceeded a total of 100 million yen in 2017. We extend our utmost gratitude towards customers participating in the festival.
*The Yebisu Beer Festival scheduled to take place in autumn 2020 was cancelled.
Support with the cooperation of shareholders
Since 2013, Sapporo Holdings has offered “Donations for social contributions” as a shareholder incentive. Sapporo Holdings donates the same amount of any donations made by shareholders through this incentive. The sum of these donations goes to municipalities and organizations that are making restoration efforts after the Great East Japan Earthquake.
Recipients of Donations in 2018 (total donations amounted to 3.456 million yen)
- Ofunato City, Iwate Prefecture: Educational support based on the theme of the city’s flower, the “camellia”
- Otsuchi Town, Iwate Prefecture: Educational support for “hometown science,” which is a key component of integrated elementary and junior high school education
- Fukushima Prefecture: NPO Dream Support Fukushima
Support for initiatives carried out by high-school students in Fukushima Prefecture aimed at dispelling harmful misinformation
Providing educational opportunities for children from disaster-stricken areas
Through the authorized nonprofit organization “Katariba”, the Sapporo Group supports growth of the younger generation with “Collabo-School,” which offers a place for learning, educational support and mental care for children from disaster-stricken areas.
- Great East Japan Earthquake: Continued support from 2011 for Onagawa Town, Miyagi Prefecture “Onagawa Kougakukan” and Otsuchi Town, Iwate Prefecture “Otsuchi Ringakusha”
- Kumamoto earthquake: Continued support from 2016 for Mashiki Town, Kumamoto Prefecture “Mashiki Musojuku”
Four Prefectures Jointly Host the “2nd Reconstruction Support Marche in Yebisu”
On September 23 and 24, 2018, the 2nd Reconstruction Support Marche in Yebisu was held at Yebisu Garden Place. Four prefectures affected by the Great East Japan Earthquake and the 2016 Kumamoto Earthquakes—Miyagi, Iwate, Fukushima, and Kumamoto—sold well-known local produce, and communicated the attractions of their prefectures.
Reconstruction support through SAPPORO LION dishes
SAPPORO LION has incorporated produce from disaster-stricken areas in its Grand Menus and Fair Menus. From 2018, a new “Reconstruction Support Logo” has been added to promote the taste of produce from these areas, and to support restoration along with customers.
Support after the Great East Japan Earthquake
The Sapporo Group has a strong belief that the support it offers for this unprecedented disaster should not be sporadic but continuous, and that all support incorporates opinions from regional citizens and municipalities to deliberate “what support is really necessary”.
Helping to repair the Kodomo Mikoshi in Onagawa Town, Miyagi Prefecture
Sapporo Holdings made a monetary donation to repair the Kodomo Mikoshi (children’s portable shrine) belonging to Hakusan Shrine in Miyagi Prefecture’s Onagawa Town.
For the first time since 2010, both the Hon Mikoshi (main portable shrine) and the Kodomo Mikoshi were paraded together around the town during the shrine’s annual festival in May. Children were thrilled to see the portable shrine, and Hakusan Shrine once again became a focal point for the local community.
Support for the Sendai Pageant of Starlight, one of the symbols of winter in Sendai
First held in 1986, the Sendai Pageant of Starlight is held through the joint efforts of the executive committee and public volunteers. A symbol of winter in the Tohoku region, every year it attracts large numbers of attendees.
The light bulbs originally used in the pageant were lost to the Great East Japan Earthquake and ensuing tsunami; however, the Sapporo Group commends the desire to “continue to light the pageant up through the cooperation of all,” and has made financial contributions every year since 2012.
Photographs provided courtesy of the Sendai Pageant of Starlight Executive Committee
Fukushima Festa in Ebisu
On March 9 and 10, 2019, Fukushima Prefecture held the Fukushima Festa at Yebisu Garden Place in Tokyo.
Local produce was sold, tourism to the region was promote, and the Happy Fukushima Tai, the Date Busyou Tai, and Kibitan —all members of the Fukushima Prefecture support team—attended and energized the festa.
The Tohoku Reconstruction Support Tour
The Sapporo Group has held a Tohoku Reconstruction Support Tour every year since 2013, with participation from volunteer employees, and their families and friends. The tour visits disaster-stricken areas and enables participants to learn about the current status of the Tohoku region. It also provides each participant with opportunities to directly support reconstruction in the Tohoku area, for example through the purchase of locally produced goods.
A letter of thanks from the Minister for Reconstruction
In recognition of its continued support for reconstruction in areas affected by the Great East Japan Earthquake, the Sapporo Group has received a letter of thanks from the Hiromichi Watanabe, Minister for Reconstruction at the Reconstruction Agency . Going forward, the Sapporo Group will continue to work together with those in disaster-stricken areas for the future of the Tohoku region.
President Kamijo has been inaugurated as “Miyagi Alliance Ambassador”
The efforts of the Sapporo Group towards reconstruction in Miyagi Prefecture have been recognized and the CEO (*at that time. Current: Chairman and Representative Director) of the Sapporo Group, Tsutomu Kamijo, has been appointed and inaugurated as the “Miyagi Alliance Ambassador”.
We will continue to support Miyagi Prefecture and the entire Tohoku region in hopes of restoring their economic status and strive towards realizing a swift recovery from the disaster.
Support after the Kumamoto earthquake
In April 2016, Sapporo Holdings donated 30 million yen to aid rescue activities and support
disaster-stricken citizens following the Kumamoto earthquake.
POKKA SAPPORO Food & Beverages also delivered 24 thousand bottles of beverages and 4,601 soup products immediately after the earthquake hit the area.
Support for the next generation of Mashiki Town
We have extended support to the children in Mashiki Town, where the damage was especially severe, by supporting “Collabo-School”. Additionally, with cooperation from the Mashiki Town Next-generation Development Executive Committee, we have also offered free invitations to the “Prince Ice World” and “Speaking Beautiful Japanese Lessons” by Shiki Theatre Company. We will proceed with initiatives that bring joy and put a smile on children’s faces.
Donations to disaster-stricken areas
In order to provide support to areas affected by Typhoon Hagibis, which made landfall in Japan in October 2019, the Sapporo Group delivered bottles of its “Fuji Sanroku” mineral water and other relief supplies, and donated one million yen in support funds to 11 prefectures, making a total donation of 11 million yen. The recipient prefectures were: Iwate, Miyagi, Fukushima, Ibaraki, Tochigi, Gunma, Saitama, Kanagawa (Hakone Town), Niigata, Nagano, and Shizuoka.
In addition, employees raised a total of 778,000 yen and donated the amount to the NGO Japan Platform in support of disaster relief activities.
In order to provide support to areas affected by Typhoon Faxai, which struck Japan in September 2019, the Sapporo Group delivered bottles of its “Fuji Sanroku” mineral water and other relief supplies, and donated three million yen in support funds to Chiba Prefecture. Group employees raised 605,500 yen, which was also donated to Chiba Prefecture.
In order to provide support to areas affected by the 2018 Hokkaido Eastern Iburi Earthquake, the Sapporo Group delivered bottles of its “Fuji Sanroku” mineral water, “Gyokuro-iri Ocha” green tea, and other relief supplies, and donated 30 million yen in support funds to local governments in Hokkaido.
In order to provide support to areas affected by the Heavy Rain Event of July 2018 in western Japan, the Sapporo Group delivered bottles of its “Fuji Sanroku” mineral and other relief supplies, and donated one million yen in support funds to Hiroshima Prefecture and one million yen to Okayama Prefecture, making a total donation of two million yen.