The “traditional sake brewing,” which is a source of pride for Japan and has attracted attention from around the world, is expected to be registered as a UNESCO Intangible Cultural Heritage. This marks the beginning of a significant change for traditional Japanese alcoholic beverages such as Sake, Shochu, and Awamori. As sake brewing, deeply rooted in history and culture, gains international recognition, many more possibilities are expected to open up in the future.
The registration with UNESCO will demonstrate to the world that Sake, Shochu, and Awamori are not just alcoholic beverages but hold value as “artworks” with a long history and culture. This new recognition is anticipated to have a significant impact on overseas markets.
In recent years, Sake has begun to gain recognition worldwide, and this registration will likely accelerate its popularity even further. While Shochu may still be unfamiliar to overseas consumers, it is hoped that the UNESCO registration will help convey its appeal widely. In particular, there is an opportunity to gain new fans in Western and Asian markets that emphasize health consciousness and cultural value.
Furthermore, this registration will serve as proof of the “reliability” and “high quality” of the manufacturing process. As a result, overseas consumers and retailers will be able to purchase sake and shochu with confidence. For those encountering Sake and Shochu for the first time, UNESCO certification will be a significant aid in conveying their value clearly.
Additionally, this registration is a great opportunity to shed light on the “cultural background” and “craftsmanship” embedded in Sake and Shochu. Sake brewing is not just a technique; it is a culmination of wisdom and experience passed down through generations. UNESCO’s recognition will be a significant step in promoting such traditional values to the world and helping more people understand the depth of Japan’s sake brewing culture.
In this way, the registration as a UNESCO Intangible Cultural Heritage will shine a new light on Japan’s traditional sake brewing and serve as a significant step in spreading its value and charm worldwide. We encourage everyone to take this opportunity to taste Sake and Shochu and experience their profound appeal. (Mr. Bacchus)
