Plan B

The traditional saké industry is in decline, with overall sales falling for the past 3 decades. Why? The competition from beer, wine and whiskey brands running rampant and in Japan, the younger generation commonly refers to sake as “your father or grandfather’s drink”, and old producers have lost touch with modern consumers. Time for a Plan B.

With snippets and slices of life on Tokyo streets after dark, the fascination with Japanese sub-culture. Plan B will set about expressing the dark and secretive, as well as the bright and bold, drawing on the multitude of sub-cultures that fuel Japanese nightlife – outrageous and daring, these tribes thrive in a parallel universe, often doing a better job of ‘living the lifestyle’ than the original protagonist that inspired them.