Yokohama City and Kirin Beer Collaborate on “Kirin Hyoketsu® Mottainai Hamanashi” to Promote Sustainability
Yokohama, Japan – August 15, 2025 – In a notable collaboration aimed at fostering environmental consciousness and appreciating local resources, Kirin Beer Company will be visiting Vice Mayor Toshihide Hirahara of Yokohama City to announce the release of their new product, “Kirin Hyoketsu® Mottainai Hamanashi.” This initiative highlights a shared commitment to sustainability and the innovative use of local agricultural products.
The visit by Kirin Beer Company representatives underscores the significance of this new product, which leverages the concept of “mottainai” – a Japanese term that embodies the regret over waste and encourages the mindful use of resources. The “Hamanashi,” a local variety of pear native to Yokohama, is at the heart of this collaboration. By incorporating Hamanashi into their popular Hyoketsu® chuhai line, Kirin Beer is not only offering a refreshing new flavor but also demonstrating a proactive approach to reducing food waste and supporting regional agriculture.
The “Kirin Hyoketsu® Mottainai Hamanashi” is expected to be a welcomed addition to the market, appealing to consumers who are increasingly mindful of their environmental impact. The product’s development signifies a dedication to utilizing surplus or imperfect produce that might otherwise go to waste, transforming it into a high-quality beverage. This practice aligns perfectly with Yokohama City’s ongoing efforts to promote a circular economy and build a more sustainable future.
Vice Mayor Hirahara’s meeting with Kirin Beer Company is anticipated to be an opportunity to further discuss the positive implications of this partnership. It is hoped that this venture will serve as a model for other businesses, encouraging them to explore similar avenues for integrating sustainability into their product development and corporate social responsibility initiatives. The collaboration between a major beverage producer and the city government is a testament to the power of public-private partnerships in achieving shared environmental and economic goals.
The launch of “Kirin Hyoketsu® Mottainai Hamanashi” is more than just a new product release; it represents a conscious effort to connect consumers with the origins of their food and beverages, while simultaneously championing the principles of resourcefulness and environmental stewardship. Yokohama City looks forward to the positive impact this collaboration will have on both its local economy and its broader environmental objectives.
【記者発表】「キリン 氷結®mottainai 浜なし」の発売にあたり、キリンビール株式会社が、平原 敏英 副市長を訪問します
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横浜市 published ‘【記者発表】「キリン 氷結®mottainai 浜なし」の発売にあたり、キリンビール株式会社が、平原 敏英 副市長を訪問します’ at 2025-08-15 01:00. Please write a detailed article about this news in a polite tone with relevant information. Please reply in English with the article only.