TOKYO - Corporate tours such as those offered by Kirin Brewery and Hakutsuru Sake Brewery, where participants can observe behind-the-scenes operations, are gaining popularity. The appeal lies in consumers' desire to see the inner workings of well-known brands and the learning opportunities that these tours provide. Companies, in turn, aim to gain core users and brand advocates through these facility tours.
Factory tours of famous companies and facilities are once again becoming popular. Feedback from participants reveals that the explanations provided during the tours are highly engaging and easy to understand. Some tours even offer interactive experiences, which appeal to those seeking an escape from the ordinary. Visitors are drawn to fully automated factories, eager to witness what is normally hidden from the public. The sense of exclusivity adds to the tours' premium appeal.
One of the main attractions is the chance to learn about the entire production process at Kirin's Yokohama Brewery, from the ingredients to packaging, all within a 90-minute tour designed to engage the senses. The tour includes a projection mapping display in the production area and the opportunity to smell and taste hops and malt, the raw materials of beer. The highlight is a tasting session where visitors can compare the first and second pressings of the wort, gaining a deeper understanding of beer flavors before enjoying a freshly poured glass. “After hearing the explanation, the beer tastes entirely different,” one participant noted, expressing a desire to continue drinking afterward.
The tours are not only about beer. The Shiratsuru Sake Museum attracts inbound tourists, with an annual visitor count expected to surpass 150,000 this year, a significant increase from past figures. The museum replicates traditional sake-making processes with mannequins, offering a clear and engaging way to learn about the craft. Visitors can scan QR codes placed throughout the museum to receive explanations in 15 languages, enhancing accessibility for international guests. After learning, visitors can enjoy a sake tasting session, where they can sample two cups for a small fee, with the cup as a souvenir. Limited-edition sake, available only at the museum, also serves as an appeal to both domestic and international markets.
Source: テレ東BIZ
