January 15, 2025

"Japanese Sake: Captivating the Globe – Export Volume Increases by 90% Over 10 Years" Years"

Local sake breweries are focusing on exporting sake. Its popularity has surged due to factors like the Japanese food boom, and exports in 2024 are projected to rise by 90% compared to a decade ago, primarily to the United States and China. Promoting sake, which embodies the region's history and climate, also aids in promoting local culture and attracting visitors to Japan.

Although sake exports have been impacted by factors such as the COVID-19 pandemic, they have shown long-term growth. The export value in 2024 reached 43.4 billion yen, an increase of 6% from the previous year. Due to sluggish domestic consumption, exports are anticipated to make up 7% of total shipments in 2023, roughly 2.5 times higher than a decade ago.

Kenji Miwa, president of Miwa Sake Brewery in Ogaki City, Gifu Prefecture, noted that the company exports its main product, nigori sake, to about 20 countries and regions, including Europe, the U.S., and Southeast Asia, with overseas sales accounting for 15% of its total revenue. Gifu Prefecture has hosted promotional events for sake in New York, Hong Kong, and various locations across Europe. They consider feedback from sake breweries and make significant efforts to support business with them by inviting not only importers but also sommeliers who have the authority to choose which products will be served at tasting sessions. Additionally, they developed a catalog featuring 45 breweries from the prefecture in four languages: Japanese, English, French, and Chinese. Export volume from the prefecture has increased by 80% over the past five years, ranking sixth nationally by 2023.

Asahi Shuzo, located in Iwakuni City, Yamaguchi Prefecture, is renowned for its Dassai brand. The company began exporting around the year 2000 and established a sake brewery in New York State, USA, in 2023. Of the 17.5 billion yen in sales for the fiscal year ending September 2023, exports made up 6.8 billion yen, positioning it as the leading sake brewery in Japan.

In late 2024, the United Nations Educational, Scientific and Cultural Organization (UNESCO) recognized Japan's "traditional sake brewing" as an intangible cultural heritage. As washoku, also an intangible cultural heritage, gains popularity, sake breweries that previously showed little interest may start focusing on exports.