Suntory Tanabata Festival

written by HA

On the 7th of July, to celebrate the beautiful Japanese festival Tanabata, Hel’s Angels were asked to create a festive, traditional Tanabata experience to aid the promotion of the Hakushu Forest highball for Suntory whisky. This took place on the stunning 38th floor terrace of SushiSamba in Liverpool Street.

Tanabata, meaning ‘evening of the seventh’, is a Japanese star festival which celebrates the meeting of deities Orihime and Hikoboshi. According to legend, the Milky Way separates these lovers and they are allowed to meet only once a year on the seventh day of the seventh month with the festivities occurring on the 7th of July. In Japan, Tanabata is celebrated in most towns, villages and cities and the custom is for people to write wishes on small pieces of paper and for these to be hung on a bamboo tree with coloured decorations.

To create the festive, traditional experience, Hel’s Angels designed and produced three 8 foot bamboo trees with authentic paper lanterns, along with branded message papers with ribbon, pre-made origami decorations and origami instructions and paper for guests.

To get the consumers into the spirit of the activity, we provided our very own ‘Orihime’ and ‘Hikoboshi’ Brand Ambassadors in traditional Japanese costume to encourage people to write their wishes and hang on the tree, purchase a Hakushu Forest highball and teach them the wonders of origami!

(Photos ©Paul Winch-Furness)

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