June 16, 2013

Beach naming rights sold to cookie company

By MW Economy, Government, Japan, Marketing, Tourism, Travel 0 Comments

The maker of a popular pigeon-shaped cookie was awarded naming rights to three beaches in Kamakura, Japan. The beaches will be renamed in 2014 by the manufacturer of the Hato Sabure (pigeon sable) butter cookie. Toshimaya company opened the first Hato Sabure confectionary store in Kamakura circa 1897.

The Kamakura city government in Kanagawa Prefecture sold the naming rights to cover the cost of beach maintenance. Ten firms submitted naming rights bids. Hato Sabure will pay 12 miliion yen annually for 10 years. It is the first time beach naming rights have been sold in Japan.

Koshigoe, Yuigahama, and Zaimokuza beaches will share a single name. Hato Sabure officials have not chosen a name for the beaches but says it does not intend to name the areas Hato Sabure Beach.