Japan sake producers to target Latin America, Caribbean
Published:Saturday | December 21, 2024 | 12:05 AM
Persons living in Latin America and the Caribbean may soon be able to enjoy a wider range of sake as Japan vamps up promotion of its unique brew internationally.
The move follows on a larger campaign which was boosted by its inclusion this month on the UNESCO’s list of the “intangible cultural heritage of humanity”.
Also on the list of 45 items are Brazilian white cheese, Caribbean cassava bread and Palestinian olive oil soap.Responding to a query by The Gleaner on efforts to promote awareness and appreciation for sake locally and overseas, Shuso Imada, general manager of the Japan Sake and Shochu Information Centre (JSSMC) - operated by the Japan Sake and Shochu Makers Cooperation - said,”Latin America, Mexico and Brazil, where there are many Japanese restaurants, are likely to be the first targets. As for the Caribbean countries, we believe that we are at the stage of exploring possibilities through a series of responses on a case-by-case basis.”
Imada was presenting during a webinar/online press briefing hosted by the Foreign Press Centre of Japan on Tuesday.
The JSSMC records that in 2013, the number of Japanese restaurants overseas was 55,000. By 2023, that number had grown to 187,000. Imada said there are no plans to target Jamaica directly.
“The Japan Sake and Shochu Makers Association is not aware of any individual company approaches, but as an industry, we have no plans at the moment to target Jamaica.”
Imada said the campaign became even more important in recent years as the demand for sake locally saw a dramatic falloff. He noted that consumption peaked during the early 1970s but has been declining since then. He said that among the reasons for this are that the younger generation is not interested and see it rather as an ‘old habit or old product’.
He admits that the global focus on a healthy lifestyle which favours lowering alcohol intake has also worked against the industry as sake has a high alcohol content.
“It might be difficult to expect a dramatic recovery curve in a short time period.” He says instead there needs to be ‘a more mid to long-term perspective for the Japanese market. “What is going to be very important is for persons to recognise the (cultural) value and nurture pride. A change in the mindset is what we need to have.”According to Wikipedia, ‘The alcohol content differs between sake, wine, and beer; while most beer contains three to nine per cent ABV, wine generally contains nine to 16 per cent ABV, and undiluted sake contains 18–20 per cent ABV (although this is often lowered to about 15 per cent by diluting with water before bottling).’
The outlook overseas has been more favourable.
Figures for sake exports in 2013 were 105.2 oku yen or just over J$104billion. By 2023, the export figures were 410.8 oku yen or a little over J$405billion.
Imada says that among the initiatives employed were; close to 100 persons chosen as sake samurai to increase awareness, tours organized for bartenders to local breweries and communities, Japan’s participation in international competitions e.g. in Europe (France, Spain, Italy and Belgium) and the International Wine Challenge - which now has a sake category, and efforts to work with sommelier associations across the world.
The expectations are that the efforts will nurture and develop pride in sake which is unique to Japan, that koji will be recognised as an international term, as well as shochu and which have not yet gained international recognition. That sake is a spirit made with koji mould and has unique diversity, and that persons will develop an awareness of how sake can be paired with different meals.
“We hope that the UNESCO recognition will be a good opportunity for persons overseas to recognise this uniqueness,” Imada said.