Urban green initiatives and cultural heritage: Insights from a traditional industry case study

This study examines how embedding cultural heritage within corporate-led urban green initiatives (UGIs) can sustain them over time and broaden prevailing understandings of sustainability. A qualitative case study was conducted on Hakutsuru Sake Brewing Co., a 280-year-old brewery that integrates environmental action with the transmission of sake-brewing culture. Unlike other breweries that cultivate rice to support regional revitalization or enhance product value, Hakutsuru undertook rooftop rice farming at its Tokyo Ginza branch with the deliberate aim of cultural expression. Data were collected through in-depth interviews and analyzed using NVivo with inductive coding. The results showed that the UGI had a limited direct effect on consumer purchases, which were largely driven by exclusivity and brand loyalty. However, the initiative generated significant socio-cultural value, including public interest, cross-industry cooperation, and educational engagement. Three key drivers were identified as supporting sustainability: alignment with the company’s cultural mission, gradual evolution from modest beginnings, and co-creation with the community. By exploring a case that reframes rice farming as cultural transmission rather than material production, this study expands the understanding of how socio-cultural drivers sustain corporate UGIs in urban contexts. UGIs can persist when rooted in cultural heritage, enabled by voluntary employee involvement, and expanded through community partnership—compensating for limited economic returns. Policymakers and practitioners should recognize UGIs, not just as ecological tools but also as socio-cultural assets, and design support systems that embed heritage and community engagement into green strategies. • Case study of Hakutsuru’s rooftop rice farming in Tokyo Ginza branch • UGIs create socio-cultural value beyond consumer purchase impact • Sustainability driven by cultural mission, evolution, and co-creation • UGIs endure through heritage, employee involvement, and partnerships • Policymakers should embed culture and community in green strategies