YONA-TOMO
Peace Project
YOHO Brewing’s Fan-Based
Marketing Strategy
Building Strong Connections with Fans and Growing Craft Beer Culture Together
Our activities go beyond simply brewing and selling craft beer. Since 2010,
YOHO Brewing has embraced a unique fan-based marketing approach—working together with our fans to create the smiles and human connections that beer brings.
The Yona-Tomo Peace Project (YPP) is the collective name for these initiatives, designed to deepen our bonds with the fans we call Yona-Tomo.。
We position the Yona-Tomo Peace Project as one of our core business strategies. Rather than seeing our relationship as one between a brewery and its customers,
we walk alongside our fans as partners in shaping a new beer culture in Japan—growing the community of craft beer enthusiasts together.
Examples of Our Initiatives
Events
Yona Yona Ale no Cho-Utage — A Signature Fan Event
Yona Yona Ale no Cho-Utage — A Signature Fan Event
YOHO Brewing’s largest outdoor craft beer event, created to be enjoyed together with our fans. In an open-air setting, guests can savor our carefully crafted beers while experiencing a range of original activities, food, and live stage performances—offering a unique, vibrant, and uplifting atmosphere.
Since its debut in 2015 with around 500 attendees, the event has grown year by year. In 2018, it welcomed approximately 5,000 participants in Odaiba, Tokyo. In 2020, the first online edition brought together more than 10,000 participants from Japan and around the world.
Yona Yona Ale Brewery Tour for Adults
Yona Yona Ale Brewery Tour for Adults
Held at our Saku Brewery in Nagano, YONA YONA TOKYO BREWERY, and the upcoming Yona Yona Beerise in Osaka, this guided tour gives you a behind-the-scenes look at how our beer is made, led by our staff.
The highlight is the rare opportunity to step onto the actual production floor—not just observe from behind glass. Guests consistently report high satisfaction, drawn by the immersive atmosphere of the brewery and the passionate, beer-loving guides who bring the experience to life.
Fan Events: Utage
Fan Events: Utage
A casual gathering where craft beer enthusiasts come together to enjoy great beer, primarily held at the YONA YONA BEER WORKS taproom in Tokyo.
The atmosphere is warm and welcoming-so much so that around half of the participants are first-time guests. One of its greatest charms is how easily connections form: as guests sample a variety of beers and dishes, share introductions, and talk about their favorite brews, even complete strangers naturally become friends.
It's not only about fans connecting with one another-through beer, meaningful bonds also grow between staff and fans.
Co-Creation with Our Fans
Hazy IPA Challenge
Hazy IPA Challenge
Although Hazy IPA is currently one of the most popular styles in the craft beer world, it is still not widely accessible in Japan. In response, in 2024, YOHO Brewing launched a project together with its fans to make Hazy IPA more accessible across the country.
With the goal of bringing delicious, approachable Hazy IPA into everyday life, we collaborated with our fans to gather feedback on prototype products developed for convenience stores, while also working together to raise awareness and share the excitement around the project.