Hello everyone,
This is Chisato Tateno, 2025 Miss SAKE Japan.
On Friday, August 29th, I had the pleasure of participating in SAKE PARTY NIGHT, a groundbreaking event that fused Japanese sake culture with club culture, held at ZERO TOKYO B2F in Tokyu Kabukicho Tower.
What is SAKE PARTY NIGHT?
This event was a completely new endeavor, in which sake brewers themselves stepped into the DJ booth to blend “sake” and “music.” Produced by Kenji Ueyama, 2024 Mr SAKE Grand Prix, the concept was born from his desire to create opportunities for young people and international visitors to connect with sake and Japanese culture.
For its very first edition, six leading breweries from Kyoto participated: Saito Shuzo (Eikun), Tamano Hikari Shuzo (Tamano Hikari), Masuda Tokubee Shoten (Tsuki no Katsura), Matsui Shuzo (Kagura), Yamamoto Honke (Shinsei), and Assemblage Club. Wearing their traditional happi coats, each brewery delivered a performance that expressed their passion for sake-making through music.
Guests not only enjoyed the signature labels of each brewery but were also treated to original sake cocktails. Commemorative fans (Uchiwa) were given to the first 200 attendees, and limited servings of sake were shared free of charge. With free admission, ZERO TOKYO welcomed a diverse crowd ranging from sake enthusiasts to young music lovers and international tourists, filling the venue with energy and excitement.
Event Details
Event Name: SAKE PARTY NIGHT
Date: Friday, August 29, 2025
Venue: ZERO TOKYO B2 (1-29-1 Kabukicho, Shinjuku, Tokyo – Tokyu Kabukicho Tower)
Time: 20:00 – 24:00
Admission: Free
Participating Breweries (as DJs):
Saito Shuzo (Eikun)
Tamano Hikari Shuzo (Tamano Hikari)
Masuda Tokubee Shoten (Tsuki no Katsura)
Matsui Shuzo (Kagura)
Yamamoto Honke (Shinsei)
Assemblage Club
Organizers: TST Entertainment Co., Ltd. / Leaf Publications Co., Ltd.
Support: Friday Night Plan / Kyoto Prefecture Young Sake Brewers Association
The Fusion of Sake and Club Culture
The event opened with a kagami-biraki (sake barrel opening ceremony) using a special blend of sake created from the signature labels of each participating brewery. As Miss SAKE, I was honored to join in this ceremony. With shouts of “Yoisho! Yoisho! Yoisho!” the barrel was broken open, sending droplets of sake into the air and marking the festive start of the evening. This special sake was later shared in limited quantities with the guests. The barrels and masu cups were branded with the ZERO TOKYO logo, serving as a symbolic design of the cultural fusion between “Japanese sake × club music.” Original sake cocktails were also available, featuring combinations of Japanese and Western flavors such as yuzu, matcha, lime, and cranberry. Guests could watch bartenders craft each cocktail right in front of them, making it a fun and approachable experience even for those new to sake.
Sake Brewer DJs Creating Global Connections
Throughout the night, the music of the sake brewer DJs filled the venue, and it was striking to see guests enjoying the beats in their own ways. From Western pop to Showa-era classics and jazz, a wide variety of genres created a rich and vibrant atmosphere.
One of the event’s charms was the closeness of the DJ booth to the audience, allowing direct interaction with the brewer-DJs. The crowd itself was wonderfully diverse—alongside Japanese sake lovers and young music fans, visitors came from across the globe, including the U.S., Canada, and Bulgaria. Naturally, this setting fostered international exchange, as people connected through both sake and music.
For many young people and international visitors, sake can sometimes feel like a “traditional and formal” culture with high barriers to entry. However, by blending it with club culture, this event not only reached new audiences but also demonstrated sake’s potential to enrich individual cultural experiences. It was a powerful reminder of the synergy created when different cultures intersect.
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Adding to the excitement, renowned singer, drummer, and composer Hiro Tsunoda (つのだ☆ひろ) made a special appearance and performed his iconic song “Mary Jane” live. His soulful voice filled the venue, earning thunderous applause and cheers from the audience.
Through the innovative concept of having sake brewers take on the role of DJs, SAKE PARTY NIGHT became a space where sake culture and club culture intersected—a true “crossroads of tradition and modernity.” With original cocktails, a portable sake shrine, and other creative features, the event brought together people of all ages and nationalities. Guests naturally found themselves smiling and engaging in cultural exchange through sake and music.
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This initiative opened up new possibilities for cultural transmission, redefining sake not just as Japan’s traditional national drink, but as a cultural experience that transcends boundaries.
I sincerely hope for the continued success and growth of SAKE PARTY NIGHT as a new stage for cultural exchange through sake. As Miss SAKE, I will also continue to honor tradition while embracing new trends, sharing the charm of sake and Japanese culture, and serving as a bridge between Japan and the world.
Chisato Tateno
2025 Miss SAKE Japan
