Ireland, the 2020 Tokyo olympics, guinness, and the imagine one world kimono project

Abstract

A spin-off event building on the global focus on the 2020 Tokyo Olympic Games was the production of 213 kimonos as part of Imagine One World’s Kimono Project. Problematically, the kimono produced for Ireland features both the word Guinness and the associated harp symbol. This serves to reinforce and legitimise links between alcohol, sport, culture, and Irish identity. As an artistic work, rather than paid advertising or sponsorship, the Kimono would probably not be covered by alcohol advertising control legislation in most countries. National alcohol control advocacy groups should develop materials and linkages with national arts and cultural representative groups to ensure their health message is widely heard.