Bringing Summer Amazake Culture Back to Japan: Morinaga Confectionery Establishes 'Hiyashi Amazake Day'

Morinaga Confectionery Co., Ltd. has officially designated 'Taisho' (the solar term of great heat, July 23, 2026) as 'Hiyashi Amazake Day' to promote the benefits of traditional fermented amazake in modern Japan, where record-breaking heat is common. As the leader in the amazake market, Morinaga aims to pass on its beloved amazake to the next generation and propose a new summer drinking habit.

Reasons for Establishing 'Hiyashi Amazake Day' Amazake has long been associated with Japanese health. With the increase in extreme heat days, there is a growing trend of drinking chilled amazake. Historically associated with summer health in the Edo period and even considered a summer kigo (seasonal word) in haiku, Morinaga is redefining it as a social solution for modern heatstroke prevention.

To commemorate the first year of this anniversary, an event will be held in Asakusa on July 23, 2026. The company will also launch the 'Rickshaw Support Project' in collaboration with Tokyo Rickshaw and hold an experiential event at Nishitetsu Dazaifu Station near Dazaifu Tenmangu Shrine, attracting nearly 10 million tourists annually.

Hiyashi Amazake Day Commemorative Event (July 23, 2026) An event will take place in Asakusa, which welcomes 41.21 million visitors annually. It will feature rakugo performances, the announcement of the rickshaw partnership, and product sampling (500 units). Date: July 23, 2026, 13:00-14:00. Venue: Mokubatei (2-7-5 Asakusa, Taito-ku, Tokyo).

Rickshaw Support Project in Asakusa This project aims to support rickshaw pullers who face high physical strain during their peak summer season, cooling down the atmosphere of the old downtown area.