Rina Sawayama appointed Haku Vodka ambassador

Rina Sawayama appointed Haku Vodka ambassador

Rina Sawayama Named Haku Vodka's First Global Ambassador

Japanese model and singer-songwriter Rina Sawayama has been unveiled as the inaugural global brand ambassador for House of Suntory's Haku Vodka, starring in the brand's latest campaign, Made to Shine.

The appointment marks the beginning of a new global partnership between Sawayama and Haku Vodka, with the campaign placing individuality and self-expression at the centre of the brand's latest creative direction. Sawayama brings her distinctive presence as a musician, performer and fashion figure to the campaign, helping to communicate its message to an international audience.

Made to Shine focuses on the idea of embracing the qualities that make people different rather than hiding them. The campaign positions individuality as something to celebrate, reflecting Haku Vodka's broader focus on creativity, modern Japanese culture and self-expression.

As the brand's first global ambassador, Sawayama will play a key role in representing Haku Vodka across international campaigns and brand activity. Her work across music, fashion and popular culture gives the partnership a broad creative dimension, connecting the vodka brand with audiences beyond traditional spirits advertising.

Speaking about her appointment, Sawayama commented: “As Haku Vodka's first ever global ambassador, I'm proud to represent a campaign inspired by the belief that what makes you different should never be hidden.”

The collaboration brings together Sawayama's distinctive creative identity with Haku Vodka's Japanese heritage, using Made to Shine to explore themes of authenticity, individuality and confidence. The campaign marks a significant new stage in Haku Vodka's international brand storytelling.