In an effort to cultivate a new appreciation for beer amidst declining sales, major Japanese breweries have erected several interactive brewing facilities in central Tokyo. The initiative allows visitors to explore the brewing process and taste various products, with breweries recognizing the need to connect with a younger audience that is consuming less alcohol.

Sapporo Breweries Ltd. made a significant move by reopening the Yebisu Brewery Tokyo in the city's Ebisu area this past April. This historic location has been the birthplace of Yebisu Beer since 1890, and it had been 35 years since the company had brewed beer there. The brewery now offers complimentary tours of its brewing equipment, and visitors can purchase tastings of the flagship Yebisu brand.

Following Sapporo's revitalization effort, Asahi Breweries Ltd. opened a pop-up experience in Ginza in late April. This attraction, which will operate until the end of September, highlights the company’s Super Dry beer line by offering a ride that simulates the brewing process, a complimentary glass of beer, and the opportunity for guests to serve themselves draft beer for an additional fee.

Kirin Brewery Co. launched a newly renovated Spring Valley Brewery Tokyo in late May, where visitors can enjoy a blend of craft beer and culinary pairings in a vibrant atmosphere filled with art and music. Despite the growth of these facilities, the Japanese market has seen a downward trend in beer consumption, especially among younger demographics, prompting companies to innovate in hopes of attracting interest. A representative from Kirin Brewery mentioned that creating engaging experiences may encourage attendees to share their visits on social media, further promoting the breweries' offerings.