Hello Everyone, I’m Kotoko Yamada, the 2023 Miss SAKE Japan.
On July 6th, a particularly bright and sunny day, I had the honor of visiting the booth of the National Tax Agency at the 2024 Seoul International Wine and Spirits Expo held at COEX Hall A in Seoul, South Korea.
It was a day filled with excitement and fulfillment as I utilized the English and Korean I had studied during my university years to introduce Japanese alcoholic beverages directly to my peers in Korea.
<2024 Seoul International Wine and Spirits Expo>
The 2024 Seoul International Wine and Spirits Expo is a grand event aimed at fostering the exchange of alcoholic beverages from around the world. This year, it was hosted by Korea International Exhibition Co., Ltd. (KIECO).
The expo featured a vast array of alcoholic beverages, including wine, beer, traditional Korean liquors, hard liquor, soju, and Japanese sake, as well as related food and products from across the globe.
In 2023, the expo saw approximately 54,000 visitors, with 75% being general attendees. Notably, 80% of the visitors were in their 20s and 30s, highlighting the expo’s appeal to a younger demographic.
The official event website can be found here: [https://www.siwse.com/en/html/index/](https://www.siwse.com/en/html/index/)
The event spanned three days, from Thursday, July 4th, to Saturday, July 6th.
With 248 booths showcasing and offering tastings of various beverages, the venue was bustling with activity. In addition to the booths, there were seminars on different alcoholic beverages and competitions like the Korea Cup for cocktails and sommeliers.
I assisted at the National Tax Agency’s booth on the final day, Saturday, when the general public attendance was at its peak. The booth featured 13 companies showcasing Japanese alcoholic beverages, all centered around a pillar prominently displaying “Japan” and a map of Japan.
Companies and Products Featured
- KAKUTOMI Co., Ltd.
Royal Oak Premium Highball
JA Oita Yuzu Highball
GODO Chu-Hi 3Flavors (Pear, Melon, Pineapple) - Diony Co., Ltd.
Yonetsuru Junmaishu Nigori Sparkling
Kochi Junmai Ginjo Genshu Organic Gohyakumangoku
Tamashii-wo-Kamosu Tokubetsu Junmai - MITSUTAKE SHUZOJO Co., Ltd.
IMOSHOCHU OMAEWA MOU SHINDEIRU
JUNMAIDAIGINJO GENSHU HOKUTOHYAKURETSUKEN
XYGIN PINK SILVER - KOIMARISHUZO Co., Ltd.
KOIMARISAKI JUNMAIGINJO YAMADANISHIKI
KOIMARISAKI JUNMAIGINJO OYAMANISHIKI
KOIMARISAKI JUNMAI - Yoshinotomoshuzo Co., Ltd.
Kisaki black 50
Kisaki infinity
Kisaki white 65 - Sasaki Shuzo INC.
JURAKUDAI Junmai Ginjo
JURAKUGIKU Junmai
HEIAN SHISHIN Blue Ginjo - Fujiclair Winery Co., Ltd.
Fujiclair Koshu Barrel Fermentation
FUJICLAIR KYOUTOU KOUSHU
KURANO OTO PEACH - Tamanohikari Sake Brewing Co., Ltd.
Junmai Daiginjo Tamanohikari Black label
Junmai Daiginjo Bizen Omachi 100%
Junmai Ginjo Blue Fox - CHOYA Umeshu Co., Ltd.
The CHOYA Single Year
CHOYA Umeshu Kishu
CHOYA Sarari - Amabuki Shuzo Co., Ltd.
Amabuki Cloud
Amabuki Junmai Ginjo Strawberry Yeast Nama
Amabuki Kimoto Junmai Daiginjo - Yamaehisano Co., Ltd.
Takachiho Umeshu
Shinozaki Asakura
Oga Tamade Izumi Junmai - CU9 INC.
Yii
MINABE CRAFT UMESHU No.1-5 Selection
MINABE CRAFT UMESHU No.6-10 Selection - Senjo Brewery Co., Ltd.
Kuromatsu Senjo Junmai Daiginjo
<My Experience at the Expo>
The final day of the expo was marked by a high turnout of general visitors. A long line formed at the entrance of COEX Hall, with attendees eagerly deciding which booths to visit. Similar to 2023, most visitors were young people in their 20s and 30s, with many couples in attendance.
One interesting observation was that about half of the attendees carried large backpacks, suitcases, or wheeled cases designed to hold bottles.
According to a Korean woman in her 20s who came to enjoy sake, it is not common to purchase Japanese alcoholic beverages directly in Korea, as they are usually enjoyed at restaurants. Therefore, she brought a suitcase to the event to buy her favorite sake and enjoy it at home.
The export of Japanese sake, shochu, and awamori to Korea has been steadily growing over the past three years, reflecting the increasing popularity of Japanese alcoholic beverages in Korea. Additionally, the recent yen depreciation has made Japanese alcoholic beverages more affordable, further enhancing their appeal.
At the booth, I helped with photo sessions, introducing Japanese alcoholic beverages, and interpreting. Since the expo featured a wide variety of drinks, we attracted visitors who were initially interested in other types of alcohol.
Many first-time sake drinkers from Korea commented on how refreshing and easy to drink Japanese sake was. In Korea, it is common to drink soju with a 25% alcohol content on the rocks, so they found Japanese sake, with its softer taste and the aromatic flavor of daiginjo, very enjoyable.
Shochu, especially sweet potato and barley shochu, was also very popular. Some visitors expressed their preference for stronger drinks, enjoying the higher alcohol content of shochu. During the tasting of distilled spirits with 40% alcohol content, most people enjoyed them on the rocks, as it is uncommon in Korea to mix them with soda or juice.
Liqueurs and sours were particularly popular among young women. Ready-to-drink low-alcohol beverages like sours are not common in Korea, and many visitors were delighted to find affordable canned cocktails. Japanese flavors such as plum, yuzu, melon, pear, and matcha were especially well-received.
<Insights and Reflections>
Through conversations with various attendees, I realized the “low barrier to drinking” in Korea. Unlike in Japan, where low-alcohol beverages are more common among young people, Koreans are accustomed to stronger drinks like soju. This made Japanese sake, sours, and liqueurs appealing options for those looking to enjoy a lighter drink.
Many visitors came in groups, including university friends, couples, and families, indicating a cultural acceptance of openly expressing a love for alcohol. It was impressive to see that while many visitors only sampled a few booths, they often visited all 13 booths showcasing Japanese alcoholic beverages. Their enthusiasm and curiosity about Japanese drinks were evident, and I was grateful for their keen interest and engagement.
This event marked the first experience of Japanese alcoholic beverages for many young Koreans. I hope their introduction to these drinks becomes a memorable one, and that they will not only enjoy Japanese sake in Korea but also visit the breweries in Japan.
I extend my heartfelt thanks to the National Tax Agency, local organizers, and the 13 participating exhibitors for this invaluable opportunity. Moving forward, I will continue to work diligently to promote Japanese alcoholic beverages.
Once again, thank you to everyone involved for this amazing opportunity. I am committed to continuing my efforts to promote Japanese alcoholic beverages with all my heart.
Sincerely,
Kotoko Yamada
2023 Miss SAKE Japan
