Transforming business models through
Maximizing the profitability and brand value of traditional industries

Management Agenda

The Japanese sake industry faces structural challenges including declining consumption due to young people turning away from alcohol and market contraction, as well as low profitability. Miyoshikiku Shuzo Co., Ltd. was also seeking to break away from the distribution structure unique to traditional industries and the producer-centric perspective. By creating added value beyond taste and price and shifting to a consumer-centric strategy, the company aimed to achieve sustainable growth and enhance brand value.

We developed the user-participation sake brewing platform "Join&Make," evolving the sake brewing experience itself into "co-creation." Going beyond product sales, we built a system enabling consumers to participate in the brewing process through music voting. By integrating Web3 technology, we formed a new ecosystem connecting diverse stakeholders previously unconnected. This approach opened up the sake brewery, creating a new customer experience that fuses digital and real-world elements. By encouraging active consumer involvement, we deepen attachment to the product while enhancing brand value. This establishes an advanced business model that infuses traditional industries with digital capabilities and design thinking.

To address challenges in the Japanese sake market, we developed "Join&Make," a consumer-participation business model integrating Web3.0 and design thinking. Achieving double the sales price and over 2,100 participants, we maximized the profitability and brand value of this traditional industry while contributing to regional revitalization.