The Suntory Sign Brings Smiles and a Sense of Unity

Suntory Group has created the Suntory Sign to represent the company name. The gesture is based on sign language and was conceived by Rikisa Morishita, who is Deaf. Her hope is that everyone, regardless of gender, nationality, language, culture, or disability, will use this sign and experience a sense of unity. Morishita, who works in the Consumer-Oriented Management Department of Suntory Holdings Limited, explains how the Suntory Sign came into being.

The Suntory Sign Embodies “ONE SUNTORY”

In 2025, Suntory Group created the Suntory Sign which expresses the company name based on sign language. I’ve been Deaf since childhood and started using sign language in college. In the world of sign language, we often use sign names, which are simplified versions of personal or corporate names. Until now, Suntory didn’t have a sign name, so I used to use fingerspelling. I love Suntory, and ever since I joined, I had wanted to create a sign name for the company, an official name that everyone would know and use. What led me to take action was a conversation with my superior. During an interview, I shared my desire to create a sign to express Suntory, and my superior encouraged me to give it a try. This is how the Suntory Sign came into being.

Morishita, who identifies as a Deaf person, uses a hearing aid and phone-based voice recognition, and communicates by voice and signing. Deaf and Hard Hearing is a disability unique to each individual.

It was the spring of 2023 when I proposed to my superior that Suntory create a sign name. At the same time, Suntory was soliciting internal proposals for its “Expo Action!” initiative as a Platinum Partner of the Osaka-Kansai Expo. The goal was to generate ideas for garner excitement for the Expo and to gather ideas for initiatives that will leave behind a positive legacy. I submitted my proposal for the Suntory Sign, and it was chosen for adoption. With support from my supervisors and colleagues, and with the advice of Satoshi Ezoe, President of Entertainment Road Inc., an expert on sign language, the Suntory Sign was finalized. A presentation of the sign to senior management led to its expansion as a global project.

Morishita conveys her passion for the Suntory Sign to colleagues.

Suntory’s deeply rooted “Yatte Minahare” corporate culture, which encourages employees to seek out challenges, is precisely the spirit that created the Suntory Sign. The sign is based on sign language used by the Deaf and Hard Hearing, but it quickly became clear that it was an effective way to generate unity across the company globally, regardless of nationality or language. Because it was created with the Suntory spirit, the sign embodies “ONE SUNTORY,” and I think this helped deepen ties among our members even more.

In a Society Where Everyone Coexists in Harmony, with a Smile on Every Face

The final version of the Suntory Sign. 1) After signing “life” with the right hand, 2) and 3) spread the thumb and first two fingers while sweeping the hand upward, 4) ending with the hand held upward, palm facing outward in the sign for “brilliance of life.”

To make the Suntory Sign, place your right fist over your heart and sweep the hand down and across your body while spreading the first three fingers, finally bringing your hand upright, palm outward. This simple series of movements symbolizes the Purpose and Values of Suntory Group, such as “Inspire the Brilliance of Life,” “Giving Back to Society,”^* and “Water” in “Living with Water.”

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Part of the Suntory Philosophy, which includes not only reinvestment of profits in the business, but service to customers and business partners and contributions to society.

I think the changing times encouraged the realization of the Suntory Sign. When I joined in 2012, Suntory had just started engaging with diversity management. Over more than 10 years, we have deepened our understanding of diversity in Suntory and the world, and become more aware of the need to coexist in harmony. I think this spreading awareness of diversity contributed greatly to the creation of the Suntory Sign, and if it helps all kinds of people communicate easily and empathize mutually, if it brings a smile to each and everyone, Deaf and Hard Hearing or not, I’ll be very happy.

These communication tools show Suntory brand and sports team mascots using the Suntory Sign. The stickers are lenticular and simulate the full motion of the sign as the viewing angle changes.