Giving Back to Society
At Suntory, we believe in doing more than just offering products; we recognize it is our responsibility to make a positive impact on those around us, and to give back to nature and society.
Our founder, Shinjiro Torii, believed that success is only real when it is shared. We owe ours to nature, to our customers, our employees, and our communities. Giving back is our way of saying thank you.
More than a century ago, Suntory began practicing day and night to create a whisky that would delight the people of Japan. Whisky making requires tremendous discipline, much like musical composition.
In fact, there’s a famous saying that to make it to Carnegie Hall, the world’s most renowned performance hall, it takes “practice, practice, practice.” Relentless effort is the requirement of anything masterfully created - be it music or a bottle of whisky.
Along with effort comes the artistry of the craft and what that artistry can unfold. Just as music can enrich our lives, so too can a thoughtfully crafted drink. This shared ability to create meaningful experiences is at the heart of Suntory’s enduring commitment to both.
A Legacy Rooted in Craft and Contribution
Suntory’s connection to Carnegie Hall spans more than 40 years, but our dedication to the arts began long ago. Our founder, Shinjiro Torii, was passionately committed to social welfare activities that enhanced the lives of those around him. His legacy was carried forward by our second president, Keizo Saji, who believed deeply in the emotional power of the arts.
In 1961, Saji opened the Suntory Museum of Art to bring emotional enrichment to daily life. The museum bridges “ancient art to modern art, Eastern art to Western art, across the boundaries of time and place and culture.” This devotion to music also inspired the establishment of the Torii Music Foundation in 1969, further demonstrating our belief in the power of music to inspire.
Uplifting the Music of Today and Tomorrow
Suntory’s commitment to the arts deepened further in 1986 with the opening of Suntory Hall, the first dedicated concert hall in Tokyo. During the planning phase of the hall, our team visited leading venues around the world, including Carnegie Hall in New York City. That experience left a lasting impression, helping to shape the vision for Suntory Hall.
Since its opening, Suntory Hall has become one of the world’s most prestigious venues, celebrated for its acoustics, warm hospitality and remarkable ability to bring artists and audiences together. Guided by our philosophy of giving back to society, Suntory Hall’s respect for Carnegie Hall led to a partnership in 2006 to work jointly in creating an environment for the musical education of the future generation.
Our relationship with Carnegie Hall has flourished through support of programs such as Carnegie Kids, which introduces young audiences to music, and Professional Training Workshops, which feature masterclasses with luminaries such as pianist Leon Fleisher.
The cultural connection between Suntory and Carnegie Hall was front and center in July 2025. The National Youth Orchestra of the United States of America (NYO-USA), Carnegie Hall’s flagship national orchestra for outstanding young musicians aged 16 to 19, made its Japan debut at Suntory Hall.
Sound and Spirit in Perfect Harmony
In 2022, Suntory became one of the major sponsors of Carnegie Hall. As part of this collaboration, concert guests can enjoy Hibiki Japanese Harmony—a whisky that complements the evening’s performance by engaging the senses and has a strong connection to music.
Hibiki Japanese Harmony, launched in 1989 to mark Suntory’s 90th anniversary, was inspired by Brahms’s Symphony No.1. This connection reflects the artistry and precision that are shared by whisky making and musical composition.
Recent tastings, led by Suntory Global Spirits Advocacy Manager James Bowker, guided guests through five component whiskies, each paired with an instrumental melody from Ensemble Connect (a fellowship program composed of young professional classical musicians) that reflected its unique character. The evening culminated in a tasting of Hibiki Japanese Harmony, accompanied by a full performance by Ensemble Connect, bringing all five elements together in perfect harmony.
A Shared Future in Sound
In 2023, Nobutada “Gary” Saji, Representative Director and Chairman of the Board of Suntory Holdings, was elected as an advisory director of Carnegie Hall. “We will further deepen our ties with Carnegie Hall and make efforts to contribute to a better future through music,” Saji said. As the Hall’s only advisory director from Japan, he helps shape its future—guided by Suntory’s long-standing dedication to enriching people’s lives and fostering the appreciation of music.
At Suntory, we believe harmony between people and art can create rich, unforgettable experiences. Our partnership with Carnegie Hall reflects this philosophy by blending craftsmanship with culture to create moments that resonate across generations. Every note played and every sip savored tells a story of passion, legacy, and the enduring power of artistic expression.
