Poster (Japan Sake and Shochu Makers Association)

A poster produced by the Japan Sake and Shochu Makers Association for the promotion of sake in summer. The model is Yoko Tsukasa, an actress, fashioning her yukata to give a refreshing summer mood. The copy reads “Chilled and delicious summer sake”. The tendency to appoint popular actors and wrestlers to promote products began with ukiyo-e prints featuring actors and beautiful women in the Edo period and continues to this day even after the transition from nishiki-e to posters.

Produced: Around the 1950s?

Japan Sake and Shochu Association