Sake exports are on the rise, Japanese cuisine washoku attracting growing interest around the world. Promotional activities carried out by the Japanese government also played a role. In 2023, Japanese sake was exported to 75 countries.
From 2010 to 2022, exports of nihonshuor Japanese sake, reached record numbers. In good shape for more than 10 years, in 2023 however, they fell to China and the United States, the two main foreign markets, marking the first year-on-year decline in 14 years. However, the value of exports increased, reaching 41 billion yen (250 million euros), more than four times more than ten years ago.
Exports saw a particularly marked increase from 2021, the year when the Japanese government began to focus its efforts on promoting nihonshu abroad.
In 2023, Japan exported its sake mainly to China, for an amount of 12.5 billion yen (76.5 million euros), followed by the United States, with nearly 9.1 billion yen (55 .7 million euros), and Hong Kong, with 6 billion yen (36.7 million euros). Exports to China fell 12% year-on-year, suffering from the economic slowdown in the country, as well as a drop in activity at Japanese restaurants following Beijing’s suspension of seafood exports. after the decision to discharge treated water from the Fukushima Daiichi nuclear power plant. Anyway, the nihonshu is still appreciated, particularly by the wealthy sections of the population.
In terms of annual export volumes, the United States leads with 6,502 kiloliters, a decrease of 28.4% compared to the previous year. This phenomenon can be explained in particular by inflation and inventory adjustment. China was second, with 5,793 kiloliters, and South Korea was third, with 4,191 kiloliters.
In Asian countries, where it is considered a luxury drink, sake was exported at a value above 2,000 yen on average, with Macau charging by far the highest prices.
Traditional cuisine washoku interests a large number of people around the world for its ingredients that are not only healthy but also because they are used in a simple way, so as to get the best out of each flavor. Since it was registered as an intangible cultural property as a UNESCO heritage site in 2013, Japanese restaurants have multiplied abroad. Furthermore, the nihonshu it too interests a large number of people. Another phenomenon which contributes to the improvement in sake exports: the increase in the number of tourists to Japan.
The National Tax Agency is increasing initiatives to boost exports, including appointing alcohol export coordinators in potential cities around the world, planning trade negotiations and organizing seminars to promote alcoholic beverages produced in the ‘Archipelago.
(Title photo: Pixta)
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