Celebrating the 10th Anniversary of “CRAFT SAKE WEEK 2026 with OMAKASE byGMO at ROPPONGI HILLS” — What is the “Co-creative Power” of SUNNY SIDE UP, Handling Everything from PR to Operations?

In 2026, “CRAFT SAKE WEEK” will celebrate its 10th anniversary.

This project is a festival of Japanese food culture where visitors can enjoy carefully selected sake and world-class cuisine. It was launched in 2016 by Hidetoshi Nakata, organizer and Executive Officer of SUNNY SIDE UP GROUP, who felt the immense beauty and potential of Japanese culture—including sake, agriculture, and traditional crafts—while traveling through all 47 prefectures of Japan.

SUNNY SIDE UP resonated with Mr. Nakata’s vision and has comprehensively built CRAFT SAKE WEEK as the managing entity since the project’s inception.

With what mindset do they approach this project as both a PR partner and a member of the operations team? Shun Funayama and Aya Ueno of SUNNY SIDE UP, who are in charge of CRAFT SAKE WEEK, shared their thoughts and their professional philosophy on work.

The Synergistic Effect of PR x Operations: Building from the Core of the Event

— What are your respective roles in this CRAFT SAKE WEEK? Also, what kind of projects do you usually handle?

Funayama: I am involved in a wide range of projects, including PR and communications for recovery wear, the operation and PR of the sake competition “SAKE COMPETITION,” and projects related to Mr. Nakata. For “CRAFT SAKE WEEK 2026 with OMAKASE byGMO at ROPPONGI HILLS,” which begins on Friday, April 17, 2026, I am primarily responsible for coordinating with sponsoring companies, constructing the schemes to make the event possible, and overseeing the overall operations during the 13-day event.

Shun Funayama, SUNNY SIDE UP

Ueno: After joining SUNNY SIDE UP as a new graduate and working in media promotion, I am currently in charge of production for projects related to Mr. Nakata, such as the travel magazine “NIHONMONO,” Amazon Audible, and social media. At CRAFT SAKE WEEK, I support the operation of the physical booths by selecting the lineup for the “NIHONMONO Otsumami Sweets” booth, training on-site staff, and analyzing past data alongside Mr. Nakata.

Aya Ueno, SUNNY SIDE UP

— So you are involved not only in PR but also in the operation of CRAFT SAKE WEEK. Is the idea of a “PR company handling operations” significantly different from typical PR projects?

Funayama: Yes, it is. Typical PR projects focus on “how to spread the word about a finished product or event,” but CRAFT SAKE WEEK is different. We act as a “bridge” to give shape to Mr. Nakata’s vision, starting from the very core of the event—from coordinating the venue setup to fundraising and securing sponsorships on the scale of tens of millions of yen.

Ueno: In addition to CRAFT SAKE WEEK, although SUNNY SIDE UP is originally a PR company, we also manage the Sydney-originated all-day dining restaurant “bills” and serve as a member of the executive committee for “SAKE COMPETITION,” a competition that determines the “world’s most delicious commercially available sake.” We don’t just plan and execute PR measures; we possess a wide range of solutions centered on PR thinking, including production. Furthermore, having been in business for over 40 years, we have established relationships with various industries and intellectuals. I believe that is one of our strengths.

The fact that the PR team, which handles exposure using media insights, and the operations team, which is intimately familiar with the details on the ground, can collaborate closely is perhaps one of the joys of being involved in a project like this.

— This is a project organized by Hidetoshi Nakata. Is there anything you are particularly mindful of when communicating with him?

Ueno: Mr. Nakata has a clear vision, but rather than simply realizing it as is, he often asks for opinions and thoughts from the SUNNY SIDE UP side. We place great importance on providing “substantiation” when proposing additional ideas.

Funayama: In our role as a bridge, we need to communicate Mr. Nakata’s vision to our partner companies and architects, and vice versa. This isn’t just about passing information along; it’s about how we embody the value of SUNNY SIDE UP’s involvement by adding the expertise and knowledge we have cultivated. We are always conscious of that.

The Longest Ever at 13 Days: “Deepening” Knowledge to Update Japanese Culture

— For this 10th anniversary, the event will be held for 13 days, the longest in its history. When did the preparations begin?

Funayama: We held a review session for the following year in May, right after the previous year’s event ended, and began actual operations at the end of August. To make an event of this scale successful—with 130 sake breweries participating and 20 restaurants opening stalls—a full year of preparation was necessary. Recently, it’s fair to say I’ve been fully committed to CRAFT SAKE WEEK.

Ueno: At the NIHONMONO booth, we also value the aspect of communicating the appeal of producers, which is something only NIHONMONO can do. While managing expiration dates and balancing profit margins, we strive to ensure the event isn’t just a one-off. We focus on building relationships with producers and developing initiatives that lead to the next step, ensuring our operations convey the significance of “Nihonmono.”

— The venue design this time is by Shohei Shigematsu, with the theme of “Indigo-dyed Noren (traditional fabric dividers).”

Funayama: Yes. Until now, CRAFT SAKE WEEK has featured steady spaces primarily made of wood, but this year’s design incorporates “movement” with “Noren swaying in the wind,” which is different from previous spaces. How to realize the image Mr. Shigematsu envisions within a limited budget and venue constraints is where we show our skill. We are currently in the process of constructing a space where visitors can experience Japanese culture with all five senses, while taking into account factors like the building winds unique to the venue.

Ueno: At the “NIHONMONO Otsumami Sweets” booth, we also value the aspect of communicating the appeal of producers, which is something only NIHONMONO can do. While managing expiration dates and balancing profit margins, we strive to ensure the event isn’t just a one-off. We focus on building relationships with producers and developing initiatives that lead to the next step, ensuring our operations convey the significance of “Nihonmono.”

Ueno: Because we are involved in events at this venue every year, we are intimately familiar with its characteristics, including the building winds. Previously, the impression was that areas were strictly divided by booth, but with the theme of “Noren”—something that moves and sways—the areas are not overly separated, allowing visitors to enjoy the entire space along with the movement of the wind. I’m sure people will find a way to enjoy sake that is different from anything before.

— This year, GMO Internet Group has become a special sponsor.

Funayama: For this major 10th-anniversary milestone, GMO Internet Group has agreed to support us as the title sponsor. By gaining the cooperation of GMO Internet Group, which operates internet businesses, we see this as an opportunity to promote Japanese culture both domestically and internationally more powerfully than ever before, beyond just our official social media and website.

Ueno: With our increased reach, I hope this will be an opportunity for younger people who haven’t been familiar with sake to develop a deeper interest, rather than just ending with a simple “it’s delicious” impression. As Mr. Nakata mentioned at the recent press conference, we want CRAFT SAKE WEEK to be an event that encourages the growing interest among young people.

Scenes from the Special Talk Session Commemorating the 10th Anniversary of “CRAFT SAKE WEEK 2026 with OMAKASE byGMO at ROPPONGI HILLS” held on February 26.

— In terms of digital utilization, the “Sakenomy” app that you have been developing is also a key point.

Funayama: That’s right. By using “Sakenomy” at the venue, visitors can easily learn about the characteristics and background of the sake on the spot, in addition to talking directly with the brewers. Since you can record the sake you’ve drunk in the app, your encounter with sake continues even after the event ends. That’s the kind of enjoyment we want to provide.

Ueno: I hope the app serves as a catalyst for people to learn about the background of how that sake was made. Through this synergy with technology, knowledge deepens after tasting the sake. I believe this is a new phase of experience that we can offer precisely because of the 10 years we have built up.

More Than Just an Event: Turning Encounters into Future Business and Value Creation

— While managing such a large-scale project, what do you find interesting or motivating about your work?

Ueno: I feel a great sense of fulfillment in the process of working together with trusted creators and on-site staff, with whom I’ve built various things over a long preparation period, to create the best possible result. Once the event starts, my own friends and family also visit the CRAFT SAKE WEEK venue. Seeing the people I care about enjoying themselves provides motivation that outweighs the busyness.

Funayama: I especially value the “encounters” born through this event. I don’t want the relationships with sponsoring companies, partners, and the visitors who come to the venue looking forward to CRAFT SAKE WEEK to be limited to just this event. Based on the trust built at CRAFT SAKE WEEK, I want to connect these relationships to new businesses and initiatives, saying, “Let’s do something interesting like this together next time.” I feel that this chain of relations is the real thrill of moving a project of this scale. Personally, I’m also enjoying the fact that my travels around Japan for the purpose of sake are increasing!

— Following this experience, what kind of challenges would you like to take on in the future?

Funayama: Rather than completing things only within our own company, I want to involve a diverse range of companies and experts to create news and initiatives that have a positive impact on the world. I am confident that the experience of “uniting many stakeholders into a single form” cultivated through CRAFT SAKE WEEK will be a great asset for all future PR proposals.

Ueno: I want to put even more effort into listening directly to the voices of producers and artisans across Japan and delivering their appeal. Among the things that people on the ground take for granted, there is often value sleeping that could surprise the world. I want to continue challenging myself to create new value by combining craftsmanship and PR, communicating the appeal of such “authentic treasures” from multiple angles through the power of PR and communication.

CRAFT SAKE WEEK is created through the intersection of countless professionals, including 130 sake breweries, 20 restaurants, partner companies, designers, and staff.

The trust and knowledge accumulated over 10 years are not just event management know-how; they are proof of SUNNY SIDE UP’s “co-creative power” to bring unseen value into the world and create new value.

“CRAFT SAKE WEEK 2026 with OMAKASE byGMO at ROPPONGI HILLS” will be held at Roppongi Hills from Friday, April 17 to Wednesday, April 29 (National Holiday), 2026. Please come and experience a new encounter with Japanese culture through sake.