Suntory

Streets of Tokio

Dive into the soulful world of Suntory TOKI whiskey, where we blended the rich heritage of Japanese craftsmanship with the global allure of Tokyo's underground music scene. Our campaign for TOKI wasn't just about showcasing a premium spirit; it was about crafting an experience that resonates with discerning whiskey enthusiasts and music aficionados alike.

We zeroed in on Japan's iconic hi-fi vinyl listening bar culture, a perfect match for TOKI's smooth, harmonious character. But we didn't stop at the local scene. Our mission was to translate this uniquely Japanese experience for a global audience, inviting whiskey lovers worldwide to step into Tokyo's most atmospheric haunts.

To capture the essence of TOKI, we collaborated with an eclectic mix of musicians and music tastemakers who embody the brand's spirit. These weren't just faces for the campaign; they were authentic voices that lent credibility and depth to our story. Through their eyes and ears, we explored the intricate relationship between whiskey appreciation and musical discovery.

MEIRIN, (Zombie-Chang) a rising star in Tokyo's music scene, brings a fresh and electrifying energy, captivating audiences with her live performances. Her unique sound and youthful vigor align seamlessly with TOKI's forward-thinking spirit, making her a standout artist pushing the boundaries of contemporary music in Japan. Here are three spots in Tokyo that inspire her.

Start your day at the Lawn Cafe, Meirin’s peaceful escape from the bustling energy of Shibuya. "I like cafes that aren’t  too crowded, places with a calm atmosphere,  so I chose Lawn," says Meirin. Nestled in Tomigaya, it's a tranquil oasis near Yoyogi Park, inviting you to embrace Tokyo's serene side while enjoying a Toki highball of course.

Tomigaya, a hidden neighborhood gem, offers a tranquil escape from the Tokyo's hustle – its streets are filled with delightful cafes, boutique shops, and cozy spots to nestle in. With a pleasant ambiance, described by Meirin as "ura-Shibu" (back Shibuya), it becomes a bit quieter, and it’s a tranquil place to relax.” Just a stone's throw from Shibuya, it's a must-visit for those craving a peaceful haven in Tokyo's lively surroundings. 

At Music Bar Lion, where refreshing Toki highballs are served, Meirin performs live music as Zombie-Chang. Picture yourself in Tokyo's bustling scene, sipping Toki and swaying to Meirin's beats. Don't miss out on this experience if you're in the area.

Hiro, a veteran music and fashion tastemaker, owns and operates two influential music labels in Japan. His refined taste and deep industry connections represent TOKI's sophistication and depth. Despite their contrasting styles, both talents beautifully represent the dual nature of the TOKI brand: innovative and timeless, embodying the pulsating heart of Tokyo's culture. Here, Hiro shares three of his top picks in Tokyo.

At Bar Meijiu, Hiro savors TOKI, stirring the round ice as jazz fills the air. “Sometimes, I drink it straight to enjoy the aroma,' he shares, 'and Keisuke-san’s highballs are always very delicious.” Today, Hiro enjoys a rare TOKI cocktail creation  inspired by its hints of green apple all set a jazz backdrop.

Nestled in the heart of Tokyo, Jimbocho provides a calm escape from the city's hectic pace. This neighborhood is renowned for its charming bookstores, cozy cafes, and historic atmosphere, making it a favorite spot for book lovers and intellectuals. With its relaxed vibe contrasting Tokyo's usual bustle, Jimbocho encourages visitors to slow down and explore its hidden gems. Located not far from the energetic Shibuya district, it's perfect for those seeking a tranquil break within Tokyo's vibrant urban landscape.

In Japan, aesthetics blend tradition with the contemporary worldview, reinventing style as we know it. At @outil_vetements, the team transforms vintage work shirts into unique pieces. Hiro, who often DJs there, admires their craft as he sips on Toki neat: “They add something new, expressing renewal.” It's Tokyo's cultural bridge, marrying the old with the new, that enables these connections. Toki embodies this spirit, reflecting the harmonious blend of heritage and innovation.