At the heart of the campaign is a cinematic hero film that draws parallels between kimono-making and whisky blending, two crafts shaped by time and precision. Sawai appears wearing a kimono from Chiso Kimono House, crafted using traditional yuzen dyeing techniques and seasonal motifs inspired by Japan’s landscapes.
Within the hero film, a butterfly rests on Sawai’s hand, echoing the patterns of the Chiso kimono. Subtle yet symbolic, it becomes a thread throughout the campaign. The butterfly, a kokimurasaki (purple) motif, echoes Hibiki’s signature kokimurasaki hue, which is found on the neck of the bottle, and is one of Japan’s most noble colors.
Embodying both global influence and a deep appreciation for Japanese heritage, Sawai assists in interpreting the quiet strength of Japanese culture for an international audience.
Commenting on her role, Sawai says: “Becoming Hibiki’s first Global Ambassador feels natural because we share the same reverence for Japanese artistry and the beauty found in patience, balance and detail.
“Hibiki represents a quiet kind of mastery, something refined over time with care and intention. As an actor, I’m drawn to that same philosophy of craft, where every choice is deliberate, and every moment matters. To represent a brand that embodies the harmony between nature, time and human artistry is incredibly meaningful to me.”
Complementing the hero film are two behind-the-scenes features exploring Sawai’s discovery of the beauty behind Hibiki and kimono-making, and how elements like water and time shape both.
The film also follows Sawai to the Kyoto studio of renowned washi paper artist Eriko Horiki, who has handcrafted the washi labels adorning every Hibiki bottle since 1989. A hallmark of the brand’s visual identity, these labels give Hibiki its “face,” transforming water, fiber and time into something quietly beautiful and enduring.
The other offers an intimate glimpse inside the historic Kyoto atelier of Chiso Kimono House, where Sawai is shown an intricate kimono which she wears in the hero film and key campaign visuals.
Renowned for its for its refined, complex flavour, Hibiki Whisky is a meticulous blend from Suntory’s Yamazaki, Hakushu and Chita distilleries, reflecting the Japanese concept of ‘wa’, balance and harmony, through careful blending.
The campaign will run throughout 2026 and includes a kimono installation at John F. Kennedy Airport in New York timed to the opening of the new terminal. Campaign content will also launch across key markets including the United States, Germany, the United Kingdom, France, Italy, Northern Europe, China, Australia, Singapore, Taiwan, South Korea, Spain, India, Canada, Brazil and Mexico.
The launch of the campaign follows the celebration of World Whisky Day 2026 which was celebrated on Saturday, 16 May 2026.
Watch campaign here.
