Anna Sawai Lands New Role As Global Ambassador for Hibiki Whisky

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Anna Sawai has been announced as the first-ever global ambassador for Hibiki, the renowned expression from legendary Japanese whisky makers, The House of Suntory.

Sawai stars in Hibiki Whisky’s first global campaign, dubbed “The Masterpiece of Japanese Artistry,” with the Emmy-winning “Shogun” star photographed in a traditional Japanese kimono while holding a bottle of Hibiki Japanese Harmony, one of the house’s most elegant blends. Sawai also stars in a short film for the brand that traces the connection between kimono-making and whisky blending, two crafts “shaped by time and precision,” per a release.

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Hibiki Harmony Japanese Whisky

The choice of Sawai for the new campaign is no surprise of course — the now 33-year-old was a well-known singer and actress in Japan before the Apple TV drama series, “Pachinko,” and the FX series, “Shogun,” thrust her into the global spotlight. In a press release, The House of Suntory says Sawai embodies “both global influence and a deep appreciation for Japanese heritage,” adding that “Sawai serves as a bridge between tradition and modernity, interpreting the quiet strength of Japanese culture for an international audience.”

Indeed, the new campaign captures Sawai in a custom kimono from Chiso, Japan’s oldest-run kimono house. Crafted using traditional yuzen hand-dyeing techniques, the luxurious silk kimono is hand-painted with motifs inspired by Japan’s landscapes, with a purple butterfly adorning the collar. The color of the butterfly echoes Hibiki’s signature kokimurasaki hue, which is found on the neck of each bottle. Hibiki bottles also feature handcrafted washi labels (a traditional Japanese paper made from natural fibers) from washi artist Eriko Horiki, whose labels have wrapped every bottle of Hibiki whisky since 1989.

“Just like Hibiki’s connection to Japanese artistry, I try not to rush anything,” Sawai tells Variety. “Japanese artists spend years, even decades, honing their craft and waiting for when the time is right. I’ve always been drawn to the quiet beauty, subtlety, and devotion to craft that defines Japanese culture,” she says, adding that “It’s not about being the loudest or the shiniest; it’s about the details and the stillness.

As for why she likes to drink Hibiki Whisky: “With Hibiki, the taste can vary depending on the barrels, just like every scene or take I do,” she explains. “It’s nuanced, very personal and a little different each time. That, to me, is the beauty of artistry.”

The House of Suntory says Sawai’s campaign will run through 2026 across multiple markets and media channels. It will also include a kimono installation at JFK Airport, timed to the opening of the new Terminal One, which will be the airport’s new international hub.