MALAYSIA. Japan’s premiere Umeshu producer Choya has celebrated the debut of its travel retail-exclusive ultra-premium aged expression in Malaysia, in partnership with local distributor JBrands Duty Free.
The launch of the Choya Aged 18 Years with Lacquer Bottle (Urushi) is supported by a high-profile campaign featuring a Sakura-themed animation at the Woobar in W Kuala Lumpur Hotel, running until 8 July.
Guests are invited to experience the “beauty of spring” through this immersive space, which showcases a menu of Choya-inspired cocktails as well as the brand’s full range, now available in travel retail.
The latest Umeshu expression, the oldest among the Choya collection, is aged for over 18 years.
Resembling the character of cask-aged liqueurs, it offers a combination of subtle smoky flavours and the tartness of the ume fruit, and the astringency is balanced with sweetness.
The liqueur is presented in a Japanese lacquer bottle, the first of its kind, hand-crafted by a Japanese Urushi artist. Under the strictly limited release, only 30 bottles have been produced globally.
The exclusive launch event was attended by high-profile guests, including the Ambassador of Japan to Malaysia, His Excellency Takahashi Katsuhiko and wife Takahashi Mami. Joining the celebration were members of the media and influencers.
The event was also attended by representatives from Malaysia Airports retail operator Eraman, PBH Duty Free, AirAsia, Malaysia’s largest alcohol retailer Hanks, Jaya Grocer and independent operators from the country’s duty-free industry. Also present were guests from the Japan Embassy, Japan External Trade Organization and Japan news agency Jiji Press.
JBrands Vice President Jensen Boo said: “I’d like to thank W Kuala Lumpur for this such magnificent collaboration, showcasing the beauty of Sakura Garden with the launch of [the] Choya exclusive bottle. This rare lacquer bottle is a true masterpiece of Choya, and we are proud to share this exquisite creation with our guests.” ✈
