How Kirin Brewery is Using AI to Preserve Japan’s Cherry Blossoms

Blending centuries-old tradition with cutting-edge technology, Kirin Brewery is leading a remarkable conservation movement to protect Japan’s iconic cherry blossom trees.

Each spring in Japan, families and friends gather under the blooming cherry trees to celebrate hanami — a deeply rooted cultural tradition of cherry blossom viewing. With food, laughter, and beer in hand, these gatherings symbolize the arrival of spring and the power of community.

But beneath this beauty lies a problem: many of Japan’s cherry trees are aging. Most were planted during the post-war era and are now nearing the end of their natural lifespan, putting this cherished tradition at risk.

The Birth of a Purpose-Driven Innovation

Moved by the need to give back to nature, Kirin Brewery, in collaboration with advertising agency Hakuhodo, launched the “Harekaze ACTION” campaign — a social initiative aimed at preserving Japan’s seasonal cultural heritage. As part of this campaign, Kirin introduced the Sakura AI Camera, a smartphone-based tool that allows everyday people to become conservationists.

The concept is simple yet powerful: snap a photo of a cherry tree using the app, and artificial intelligence analyzes the image to determine the tree’s health, age, and level of risk. Each photo becomes a valuable data point in a growing national conservation database.

The Technology Behind the App

Kirin’s Sakura AI Camera leverages proprietary AI trained on thousands of cherry tree photos and arborist data. The system evaluates trees based on their trunk diameter, bark condition, and overall form, categorizing their health from “very healthy” to “concerning.”

Every photo submission includes geolocation data, enabling local governments to receive tree-specific insights through a dedicated platform. The tool essentially turns citizens into a decentralized network of tree surveyors — reducing labor costs and democratizing environmental data collection.

Impact in Numbers

Within just one month of launching during the 2025 hanami season, the Sakura AI Camera had collected over 25,000 cherry tree data points, with more coming in even after the blossoms had faded. These data sets have been distributed to 1,741 municipalities across Japan, helping local authorities prioritize tree care and conservation efforts.

What’s even more inspiring is that there were no financial incentives for participation. People were driven purely by a desire to protect their beloved cherry blossoms.

Addressing a Broader Cultural Challenge

The Harekaze ACTION campaign doesn’t stop with cherry blossoms. It also highlights another struggling cultural event: summer fireworks festivals. As economic pressures and logistical challenges cause many festivals to be canceled, Kirin’s initiative explores ways to support these events, reinforcing the role beer and seasonal celebrations play in Japanese culture.

Challenges and Lessons from the Campaign

One major hurdle was developing the AI before cherry trees were in bloom. To train the model, Kirin collaborated with companies possessing large photo archives and collected real-time data from arborists.

Coordinating with municipalities was another challenge. The team conducted on-site visits, multiple rounds of feedback, and carefully tailored communication to align the app's interface with the needs of each community.

The key takeaway? Social innovation powered by AI and citizen participation can offer sustainable solutions to complex, costly issues.

Looking Ahead

Kirin and Hakuhodo are now working to expand the initiative, inviting more companies and communities to join the conservation effort. The long-term vision is a nationwide civic-tech movement that safeguards not only cherry trees but also other cultural traditions under threat.

Final Thoughts

Kirin Brewery’s Sakura AI Camera is more than a technological marvel — it’s a heartwarming story of a brand using its influence to protect what matters most to people. By bridging tradition and technology, Kirin isn’t just selling beer; it’s nurturing a deeper sense of community and environmental stewardship.