# Springtime Sakura Parties Japan's Kirin Brewery Offers Indoor Cherry Blossom-Viewing Events By Laura McQuarrie | Published 2017-03-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cherry-blossom-viewing References: [japantrends](http://www.japantrends.com/cherry-blossom-season-indoor-air-hanami-fake-flower-viewing-parties/) & [air-hanami.kirin.jp](http://air-hanami.kirin.jp/age.html) It is a tradition for [cherry blossom viewing events](https://www.trendhunter.com/trends/lotteria-sakura-sweets-fair) to be held outdoors at the first signs of spring blooms, but some businesses in Japan are now creating "air hanami," or fake flower-viewing events that take place entirely indoors. These events specifically appeal to consumers who are eager to celebrate the arrival of spring with their social group, even though the cheery blooms have not actually blossomed in nature. [Kirin](https://www.trendhunter.com/trends/spring-valley-hanayagu-fuyu-kaori) is a Japanese brewery that has capitalized on this idea, offering its own 'Air Hanami Matsuri,' which seats guests under a canopy of [artificial pink sakura blossoms](https://www.trendhunter.com/trends/sakura-treats). The special event also helps to draw attention to special-edition packaging from Kirin that celebrates the arrival of a new season. Reportedly, beer can sales rise significantly during this season in Japan. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 77% | Activity: 41% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Indoor Cherry Blossom-viewing Events:** Creating fake flower-viewing events indoors to cater to consumers eager to celebrate the arrival of spring. - **Air Hanami:** Providing an immersive experience by seating guests under a canopy of artificial pink sakura blossoms. - **Special-edition Packaging:** Drawing attention to special-edition packaging that celebrates the arrival of a new season. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for breweries and restaurants to host indoor cherry blossom-viewing events and promote special season-themed products. - **Event Planning and Entertainment:** Creating and organizing air hanami experiences for people to enjoy the beauty of cherry blossoms indoors. - **Packaging and Design:** Designing and producing special-edition packaging to captivate consumers and enhance the seasonal experience. ## Related on Trend Hunter - [Pink Cherry Blossom Beverages](https://www.trendhunter.com/trends/chocolixer-cherry-blossom-full-bloom.md) - [Cherry Blossom Season Drinks](https://www.trendhunter.com/trends/sakura-to-tenku-no-matcha-wa-chocolat-drink.md) - [Sakura-Celebrating Refreshment Menus](https://www.trendhunter.com/trends/doutor-sakura-fair.md) - [Refreshing Springtime Blossom Drinks](https://www.trendhunter.com/trends/starbucks-japan-sakura-saku-yo.md) - [Floral Cafe Dessert Ranges](https://www.trendhunter.com/trends/starbucks-japan-cherry-blossom-collection.md) - [Cherry Blossom Liqueurs](https://www.trendhunter.com/trends/cherry-blossom-liqueur.md) - [Fruit-Infused Sakura Drinks](https://www.trendhunter.com/trends/sakura-bloom-drinks.md) - [Floral Japanese Gins](https://www.trendhunter.com/trends/roku-sakura-bloom-edition.md) - [Cherry Blossoms-Inspired Restaurant Menus](https://www.trendhunter.com/trends/cherry-blossom-menu.md)