Dentsu PR Consulting Wins 2026 Asia-Pacific SABRE Award for Corporate Social Responsibility
Tokyo, September 2, 2026 — Dentsu PR Consulting Inc. was named winner of the Corporate Social Responsibility category at the 2026 Asia-Pacific SABRE Awards, an international public relations industry awards program organized by PRovoke Media, formerly The Holmes Report.
The award-winning project is “Tsugiki: Coffee Reborn,” developed with Tully’s Coffee Japan Co., Ltd. to address the coffee industry’s “2050 problem” by applying Tsugiki, a grafting technique that has evolved uniquely in Japan. The project was led by “dentsu CRAFTPR Laboratory,” a project team composed of members from Dentsu PR Consulting Inc. and Dentsu Inc.
*dentsu CRAFTPR Laboratory is a project team that combines public relations and creativity to pursue optimal communications solutions that enable information to spread and lead to tangible results.
Established in 2008, the Asia-Pacific SABRE Awards is a public relations industry awards program that attracts the largest number of entries in the Asia-Pacific region. This year, the awards received 1,200 entries.
The 2026 Asia-Pacific SABRE Awards ceremony was held in Singapore on August 18, where the winners in each category were announced. “Tsugiki: Coffee Reborn” was also named a finalist for the Platinum SABRE Award for Best in Show, which recognizes outstanding work selected from entries across all categories.
Project Overview
■Tsugiki: Coffee Reborn
Client: Tully’s Coffee Japan Co., Ltd.
Entrants: Dentsu PR Consulting Inc. and Dentsu Inc.(dentsu CRAFTPR Laboratory)
Award Category: Corporate Social Responsibility
Against the backdrop of the “2050 problem,” in which suitable land for coffee cultivation is projected to decline significantly, the project applies Tsugiki, a grafting technique that has evolved uniquely in Japan, and works with coffee producers overseas to regenerate endangered native coffee varieties distinctive to each cultivation region. The initiative contributes to improving producers’ income while providing coffee farmers with a new and sustainable means of livelihood.
About the Asia-Pacific SABRE Awards
SABRE stands for Superior Achievement in Branding, Reputation & Engagement, meaning “superior achievement in branding, reputation and engagement.”
The Diamond SABRE Awards recognize outstanding work across seven categories: Company of the Year, CEO of the Year, Brand-Building, Reputation Management, Research and Planning, Measurement and Evaluation, and Purpose.
The IN2 SABRE Awards focus on innovation and recognize outstanding work across a wide range of areas, including content creation, media, digital, social, data and the use of artificial intelligence.
Winning campaigns from the Asia-Pacific SABRE Awards, together with winners from regional SABRE Awards programs in North America, Latin America, Africa, South Asia and EMEA (Europe, the Middle East and Africa), are considered for the Global SABRE Awards, from which 40 of the world’s outstanding public relations programs are selected.
About Dentsu PR Consulting Inc.
Dentsu PR Consulting Inc. is a specialist public relations company within the Dentsu Group. Since its founding in 1961, the company has supported reputation management as a strategic partner to corporations, government agencies, local governments and organizations in Japan and overseas. Through data analysis, insight-driven content development and optimal information distribution design, Dentsu PR Consulting works with clients to contribute to social innovation. The company has been named Japan Consultancy of the Year and North Asia PR Consultancy of the Year by PRovoke Media, formerly The Holmes Report.
Contact for inquiries regarding this release
Public Relations Department
Dentsu PR Consulting Inc.
Email：info@dentsuprc.co.jp
Website：https://www.dentsuprc.co.jp/
