History of Suntory Bird Conservation Activities

1st Save the Birds! Campaign newspaper ad

The Suntory Fund for Bird Conservation

As one of the activities commemorating the 90th anniversary of our founding, we enhanced bird conservation activities with the establishment of the Suntory Fund for Bird Conservation in 1989. As this initiative is designated to promote global environmental conservation through the protection of wild birds, funds are granted for bird protection activities both in Japan and overseas.
Over the 36 years since becoming a charitable trust in 1990, the Fund has granted total of ¥745.6 million to 534 organizations up to 2025, making great achievements.

The Fund currently has 3 grant categories. The first is the Bird Conservation Groups Activities Grant, which supports organizations both in Japan and overseas that protect rare and endangered species. The second is the Regional Bird-watching Activities Grant, which provides subsidies for the purchase of binoculars and other equipment to school clubs and volunteer groups that work to protect and observe familiar wild birds. The aim is to expand the base for wild bird conservation in local communities. The third is Waterfront Large Bird Conservation, which supports the development and restoration of environments in which large waterside birds such as storks, crested ibises, and cranes live.
Significant results are beginning to appear in recent years through this support, such as the return of Oriental white storks and Japanese crested ibises to the wild.

The 2020 presentation ceremony was cancelled to avoid the risk of new coronavirus (Covid-19) infection; the 2021 and 2022 ceremonies were held online; We continue to hold hybrid events from 2023 by connecting online with grantees outside Japan and regional grantees in Japan.

The 36th Fund Granting Ceremony of Public Trust Suntory Fund for Bird Conservation

About the Suntory Fund for Bird Conservation (in Japanese)

The Hakushu Distillery Bird Sanctuary

We began bird conservation activities in 1973 and that same year, Suntory became the first private-sector company in Japan to open a wild bird sanctuary, which is located at the Hakushu Distillery in Yamanashi Prefecture.
Surrounded by rich forests and many clear streams, the Hakushu Distillery is a relay point of migration for wild birds. Suntory periodically conducts bird research (monitoring) in the sanctuary, using the data to create a better environment for birds and other living creatures. We will continue to improve the environment with the advice of experts.

Suntory Bird Conservation Activities: “Today Birds, Tomorrow Humans” (in Japanese)

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  Blue-and-white Flycatcher

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  Ural Owl

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  Red-flanked Bluetail

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  Narcissus Flycatcher

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  Hanging boxes in the Bird Sanctuary

Communication

We are putting out a broad range of information through our websites and other tools to familiarize more people with these wild birds. On the Japanese Bird Encyclopedia website, anyone can enjoy learning about over 200 species of wild birds through illustrations with explanations, bird calls, and pictures.
The portal site "eBird Japan" (operated by Cornell University Lab of Ornithology and the Wild Bird Society of Japan), which provides access to the world's largest bird observation database of birdwatchers' records, and the bird identification app Merlin are tools that make it easy to enjoy birdwatching activities in Japan and overseas. Suntory is working to promote the use of these tools as the main sponsor. Wild bird observation records collected using these tools are used as big data from citizen engagement at Cornell University, serving as a valuable information platform for global bird conservation.

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  Japanese Bird Encyclopedia website

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  The portal site "eBird Japan" (operated by Cornell University
  Lab of Ornithology and the Wild Bird Society of Japan)

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  Save the Birds Activity leaflets