Retail showcases at Pantechnicon for Sugahara Glass and Echizen Lacquerware were launched to coincide with London Craft Week. Experiences including shochu and awamori cocktail masterclasses and sake tasting using Sugahara glasses, and matcha tea demonstrations and wagashi sampling using Echizen lacquerware were developed to promote the brands in London. A koji and sake masterclass was arranged to deepen appreciation of the craft of making sake to promote Tsuchida sake.