Although the Hanami -The Japanese tradition of observing the Cherry Flowering– Attract millions of people every year, few are aware that they are in danger. Many of the cherry trees that can be observed today in Japan were planted during the postwar period, and now face conservation problems of the passage of time and the lack of public resources. For all these reasons, the Japanese brand of Kirin beers has proposed to contribute to its preservation with the help of the artificial intelligence.
Kirin understands the urgency of conserving a holiday in which his product has a lot of presence
He has launched “Camara Sakura AI”, an initiative designed by the creative agency Hakuhodō that seeks foster citizen participation in the conservation tasks of flower cherry trees. Kirin has launched a technology that allows you to collect health and age information of each cherry tree using the cameras of the mobile phones. These data are processed by artificial intelligence and, according to the brand, shared with local authorities in the hope of contributing to preservation policies. In this way, deteriorated areas can be identified, and plan replanting and conservation activities.
The technology is accessible through a QR code available in “Kirin Beer Harekaze” cans, a special edition whose sales collection, as they point out from Kirin, will be allocated to actions aimed at protection of cherry trees.
The brand encourages users to take the photographs Next to one of its cans of beer, because as detailed on the website, this helps “estimate the age of the tree from the diameter of the trunk and the state of the cortex”
The initiative is communicated with two spots in which the operation of the web is clearly and directly shown, and offers examples of the mobile interface. Technology makes possible, for example, knowing that a cherry tree in question is about to turn 30. The information is stored on an interactive map where the status of cherry trees in each area of the country can be observed in a few seconds.
The launch of “Cámara Sakura AI” coincides with the beginning of the Hanami This year, moment that Kirin will take the opportunity to make a public demonstration of technology and perform activities with experts to disseminate on the crisis of cherry aging and the role of conservation technology.
“The first step to preserve cherry trees is to know their status”, Explains the brand regarding the program “Harekaze Action” of which is part “Camara Sakura Ai.”However, there is a shortage of data on cherry trees. We discover that for local governments to carry out their own studies on flower cherry trees, a large amount of labor and huge costs would be needed”This was what motivated the initiative and what has led Kirin from 2024 to be linked to the cause.
As part of this program, the brand has a direct process on its website to make the donation to local governments or specific projects. Since its launch last year, the initiative has already managed to raise almost 130 million yen (about 800,000 euros) for cherry conservation.
With this initiative, the brand seeks to protect a tradition that in Japan is closely associated with food and beer consumption. The locals go to the cherry trees, and are under them to make a picnic and enjoy nature. Kirin understands in this way the urgency of conserving a holiday in which his product has a lot of presence. “Now it is the turn of the beer to return the favor to the flowers in flowers and the fireworks”They conclude.
More info: Sakura Camera
