Iwate-Based Brand '1684 AZUMAMINE' Launches Event to Share Local Culture Through Skincare

Exterior view of Parc Avenue Kawatoku (Morioka City)

1684 Co., Ltd. (Headquarters: Shiwa Town, Iwate Prefecture; CEO: Emi Furukawa), which operates the sake lees skincare brand '1684 AZUMAMINE'—upcycling discarded sake lees from local breweries—is taking on its first event production challenge.

The 'Natural Beauty & Lifestyle Fair 1684 AZUMAMINE presents,' featuring five brands that utilize natural ingredients and regional resources, will be held from Wednesday, August 12, 2026, to Monday, August 17, at Promotion Park II on the 1st floor of Parc Avenue Kawatoku (Morioka City).

Six Days of Gathering: Five Brands Unite at a Morioka Department Store

As the first event production initiative by 1684 Co., Ltd., the fair was planned by inviting five brands that share the philosophy of 'crafting products rooted in natural materials and regional resources that support people and daily life.'

Among the five participating brands, three are based in Iwate Prefecture, one in Miyagi Prefecture, and one in Hyogo Prefecture.

Though they operate in different fields—skincare, sleep care, fragrance, and femcare—they all share a common foundation: using locally sourced materials.

Products on display include those made from sake lees from Shiwa Town, hops grown in Iwate, natural fragrances from Awaji Island, and hot spring water from Sendai—each crafted from unique regional ingredients.

During the event, sake from Azumamine Shuzoten, the origin of 1684 AZUMAMINE, will also be available for sale.

The goal is to create a space where visitors can discover not only products but also the local cultures and industries behind them.

Event Name

Natural Beauty & Lifestyle Fair

1684 AZUMAMINE presents

Dates

August 12 (Wed) – 17 (Mon), 2026 | 10:00–19:00

Venue

Parc Avenue Kawatoku, 1st Floor Promotion Park II

Address

1-10-1 Saien, Morioka City, Iwate Prefecture

Organizer / Planner

1684 Co., Ltd.

Participating Brands

5 brands (1684 AZUMAMINE / Sott' / MCKK / FemLia / FUJITSUKA Skincare)

Participating Brands

1684 AZUMAMINE (Iwate Prefecture)

Key Visual: Azumamine Shuzoten × 1684 AZUMAMINE

A skincare brand that upcycles sake lees from Azumamine Shuzoten, Iwate's oldest brewery with over 340 years of history.

Focusing on the beauty components found in sake lees, it offers toners and facial soaps as an accessible entry point to experiencing sake and fermentation culture.

At this event, complimentary tasting and sales of Azumamine Shuzoten's sake—the origin of the brand—will also be offered.

Official website: https://1684.jp/

Sott' (Iwate Prefecture)

Sott' Key Visual

A sleep-care brand utilizing hops grown in Iwate Prefecture, focusing on 'optimizing sleep time.'

Through plant-based products, it aims to make everyday life more comfortable and restful.

Official website: https://sott.jp/

MCKK (Hyogo Prefecture)

MCKK Key Visual

A fragrance brand that highlights traditional craftsmanship and materials from across Japan, with the concept of 'the pleasure of detours.'

Offers 100% naturally derived incense handcrafted by artisans from Awaji Island, one of Japan's leading incense-producing regions.

Official website: https://mckkjp.com/

FemLia (Iwate Prefecture)

FemLia Key Visual

A femcare brand committed to naturally derived ingredients.

Proposes self-care routines tailored to women's life stages, supporting healthy and authentic living.

Official website: https://femlia.jp/

FUJITSUKA Skincare Aquaignis Sendai (Miyagi Prefecture)

FUJITSUKA Skincare (Aquaignis Sendai) Key Visual

A skincare brand utilizing ingredients derived from hot springs.

Based on the thermal waters of 'Fujitsuka no Yu,' a hot spring located in Wakabayashi Ward, Sendai City.

Co-developed by university students from Tohoku region and Aquaignis Sendai, the first product—'FUJITSUKA Toner'—was launched in February 2025.

Official website: https://aquaignis-sendai.jp/lp_skintoner/

CEO Statement

Emi Furukawa, CEO of 1684 Co., Ltd.

From Emi Furukawa, CEO of 1684 Co., Ltd.

What we want to deliver is not just cosmetics, but the local culture behind them. With 1684 AZUMAMINE, we chose skincare as an entry point to introduce brewery culture even to those who don't drink sake.

We believe this approach can be applied to materials beyond sake lees. This fair marks our first step forward together with brands that share our vision.

We hope this event sparks new connections and helps even one more person discover the charm of sake, fermentation culture, and regionally sourced products. We look forward to welcoming you at the venue.

About 1684 AZUMAMINE

1684 AZUMAMINE Key Visual

1684 AZUMAMINE is a skincare brand born from the sake lees of Azumamine Shuzoten, Iwate's oldest brewery with over 340 years of history.

The brand was not conceived from the idea of 'turning sake lees into cosmetics.'

Rather, it stemmed from the desire: 'We want more people to appreciate the sake and fermentation culture passed down by Azumamine Shuzoten.'

With this intention, we chose skincare as an accessible medium—not only for sake drinkers, but also for those unfamiliar with or unable to consume alcohol.

Moving forward, 1684 Co., Ltd. plans to strengthen collaboration with producers and businesses primarily within Iwate Prefecture, supporting the launch of new brands that utilize regional resources.

Additionally, we aim to regularly host such fairs to create shared spaces where brands leveraging regional materials can connect and coexist.

Company Overview

Company Name: 1684 Co., Ltd.

Headquarters: 5 Tsuchidate Uchikawa, Shiwa Town, Iwate District, Iwate Prefecture

Representative: Emi Furukawa

Founded: October 2024

Capital: 6 million yen

Business Overview: Brand development business focused on reusing sake lees to carry Japanese sake culture into the future

Official Website: https://1684.jp/

Official LINE: https://lin.ee/DLMRfJv

E-commerce Site: https://shop.1684.jp/