Japan Sake Month Highlights Growing Appeal of Japanese Alcohol in China

Over 80 exhibitors are showcasing more than 1,000 products — including Japanese sake, plum wine, and beer — at the ongoing Japan Sake Month, the largest Japanese sake trade fair in China, aimed at tapping into emerging trends in the world's top export market for sake.

The second edition of the month-long annual event commenced on June 6 at the Hongqiao Import Commodity Exhibition and Trade Center. The event promotes traditional Japanese alcoholic beverages such as sake, shochu, and awamori. It is jointly organized by the Shanghai Representative Office of the Japan External Trade Organization (JETRO), the Consulate General of Japan in Shanghai, and Orient International Holdings, a local import-export enterprise.

JETRO, a government-affiliated agency that fosters trade between Japan and other nations, operates Japan Mall in China—an online platform designed to connect Japanese products directly with Chinese consumers.

Yuki Motomiya, director of the agriculture, forestry, fisheries, and food department at JETRO's Shanghai office, explained that a special exhibition area had been set up to highlight intangible cultural heritage and craftsmanship, enabling Chinese buyers to better appreciate the intrinsic value of Japanese liquors.

He remarked that with Japan's aging population, domestic consumption had declined, prompting liquor manufacturers to increasingly focus on overseas markets. He noted that China remains a vital target market due to its geographic closeness and shared cultural traits.

Motomiya also observed that younger Chinese consumers are particularly enthusiastic about trying novel experiences and value uniqueness over mere affordability. He pointed to a growing preference for feel-good consumption in China.

Additionally, he mentioned that many Japanese producers have been customizing their offerings for the Chinese market. These adaptations include incorporating Chinese cultural elements into product packaging and introducing innovative flavor combinations—such as sake blended with sparkling water—or tailoring packaging for outdoor-friendly scenarios like camping.

According to data from the Japan Sake and Shochu Makers Association, Japan exported approximately 31,056 kiloliters of sake in 2024, with a total export value of around JPY 43.5 billion (USD 301.6 million)—an increase of 6 percent from the previous year. Mainland China emerged as the largest export destination, accounting for nearly 27 percent of the total export value.