A powerful magnitude 7 earthquake rocked Kumamoto Prefecture, Japan, on July 28, 2026, and rescue efforts are still underway to help the region recover and return to normalcy.
Even the venerable Tsūjun Shuzō, a sake brewery with over 250 years of history, felt the tremors. Not only were numerous reservations cancelled, but sake orders also ground to a halt. However, in an unexpected twist, the brewery found its saviors in the most unlikely of places: the passionate fans of the popular game Touken Ranbu. This heartwarming story quickly became a hot topic among fans.
Located in Yamato-cho, Kumamoto Prefecture, Tsūjun Shuzō was founded in 1770 and is a well-known destination for many tourists visiting Kumamoto. While the direct damage from the earthquake wasn't severe, the ripple effects were devastating. With tourist itineraries cancelled and people voluntarily cutting back on alcohol consumption, wholesalers who regularly stocked the brewery's products stopped placing orders.
For instance, "Semi," one of Tsūjun Shuzō's flagship Junmai Ginjo sakes, typically saw about 1,000 bottle orders per month. By mid-month, orders plummeted to a mere 120 bottles. The brewery's attached cafe also took a hit, with approximately 500 reservations cancelled.
Facing this dire situation, the owner of Tsūjun Shuzō posted a plea on X (formerly Twitter): "This is troubling, truly troubling. Our Junmai Ginjo 'Semi' is crying in the brewery."
The post quickly went viral across social media platforms. As it turns out, Tsūjun Shuzō produces a Junmai Ginjo sake called "Hotarumaru," which shares its name with the character "Hotarumaru" from Touken Ranbu. This connection had already made the sake a quiet favorite among the game's dedicated fanbase.
The brewery reported that after the post, a massive wave of internet users, primarily Touken Ranbu fans, expressed their desire to purchase the sake. Orders for "Hotarumaru" surged by approximately 500 to 600 bottles, leading to it being completely sold out on online sales platforms. Even the brewery's well-known "Semi" also saw a boost in orders from these supportive fans.
To keep up with the sudden explosion of orders, the entire brewery staff pitched in for shipping. Each bottle was sent out with a heartfelt thank-you note, which read: "Thanks to everyone's help, these sakes, which didn't know where to go, can finally embark on their journey."
Seeing such an outpouring of support from Touken Ranbu fans, the brewery continuously expressed its gratitude.
Owner Yasuo Yamashita stated that the earthquake made him deeply realize how many people are willing to support local breweries striving to operate in the region. He extended special thanks to the Touken Ranbu fans for their assistance: "We are truly grateful for the support from all the Touken Ranbu fans for our brewery. We hope to continue to rely on everyone's strength to stand on our own feet and keep operating."
For Tsūjun Shuzō, the earthquake brought an unprecedented crisis. Yet, thanks to the cross-fandom and regional support from Touken Ranbu fans, the struggling brewery has found a new glimmer of hope.