Hello everyone, I am Chisato Tateno, 2025 Miss SAKE Japan.
On September 2 (Tue), I had the honor of attending the 3rd Kokushu Gathering held at Hibiya Matsumotoro. This event served as a valuable platform for exchange and dialogue, transcending the boundaries between the public and private sectors, with the shared goal of promoting the cultural value of sake—Japan’s “Kokushu (national drink)”—to the world.
The Path of “Sake Diplomacy” Built by the Ministry of Foreign Affairs Sake Seminar
On January 24, 2011, under the pre-assignment training of the Ministry of Foreign Affairs, the “Sake Seminar” began for diplomats and staff members of international organizations dispatched to overseas missions. Initially established as a voluntary program, the seminar combined classroom lectures to build foundational knowledge with practical sessions led by sake brewers from across Japan.
Since 2019, the classroom component has become mandatory, ensuring that basic knowledge of sake is indispensable for those preparing to serve abroad. Participants gain a comprehensive understanding—from history and brewing methods to tasting. The seminar has played a vital role in cultivating globally minded professionals with a deep appreciation for sake as “Kokushu,” Japan’s national drink. It has also provided a solid foundation for expanding recognition of sake abroad and for advancing “sake diplomacy” on the international stage.
That same year, a new system was also introduced to ensure that sake was available at overseas missions. Under the guideline that “The Emperor’s Birthday receptions shall, in principle, begin with a toast in sake,” the drink began to be served at Japan’s most prestigious diplomatic occasions worldwide. To date, more than 200,000 bottles have been shared at overseas missions. Most recently, in December 2024, “Traditional Japanese Sake Brewing” was inscribed on UNESCO’s Intangible Cultural Heritage list. This recognition of sake as a cultural value to be passed on to future generations has provided powerful momentum for its global promotion.
The Birth and Growth of the Kokushu Gathering
It was against this backdrop that the Kokushu Gathering was established. Since its first event in 2023, it has continued as a venue for brewers and Ministry of Foreign Affairs officials to engage in dialogue.
The gathering is spearheaded by Ms. Yoshie Hiraide, President of Co-Op SACHI Co., Ltd., who has long been dedicated to the global promotion of sake and has served as lecturer and coordinator since the very first Sake Seminar. The event was realized through the efforts of sake brewers who served as lecturers, together with Ms. Hiraide and Ms. Junko Momose, a former Ministry of Foreign Affairs official, who reached out to key stakeholders.
The 3rd edition, held this year, marked the largest scale to date, with 83 breweries from across Japan participating as organizers. Notably, it also welcomed many from the business sector, making it a rare space where the cultural value of sake as “Kokushu” could be felt on a truly wide scale.
Messages in the Opening Addresses
The event opened with remarks from Ms. Hiraide, reflecting on the journey of the Sake Seminar and the milestone of UNESCO inscription. She was followed by Ms. Momose, representing the founding members, and Mr. Koichi Saura of Urakasumi Brewery, representing the brewers.
Ambassador Fumio Shimizu, currently serving in South Africa after a distinguished career as Director of the Overseas Establishments Division and as Director-General of the Minister’s Secretariat, and Mr. Yujiro Fujisaki, Councilor of the National Tax Agency, also offered their words at the opening.
The toast was given by Mr. Kenjiro Monji, former Ambassador to UNESCO and well known as a “Sake Samurai.”
Through these speeches, I was deeply moved by the passion to carry sake forward—to the world and to future generations. I once again realized how the dedication and tireless efforts of individuals across brewing, diplomacy, and government had led to the UNESCO inscription and now serve as the driving force for sharing the cultural value of sake with the world.
Expanding the Reach of Sake through Public-Private Collaboration
A defining feature of this year’s gathering was the participation of many supporters from the business community, alongside officials from the Ministry of Foreign Affairs. Among them was Personnel Commissioner Ms. Katsura Ito, a key supporter who has strongly advanced the promotion of sake through public-private collaboration.
Midway through the event, greetings were also offered by Mr. Shinuemon Konishi, President of Konishi Brewing Co. and head of the preservation society for traditional koji mold brewing, as well as by Mr. Shogo Toyota, Director of the Overseas Establishments Division. It became clear to me that the passion of brewers preserving tradition, the efforts of the Ministry of Foreign Affairs to utilize sake in diplomacy, and the support of the private sector have come together to form a strong foundation for communicating the cultural and social significance of sake to the world.
Closing remarks were delivered by Mr. Kensuke Shichida, President of Tenzan Brewery and Chairman of the Demand Development Committee of the Japan Sake and Shochu Makers Association. His powerful message, delivered on behalf of the industry, brought the gathering to a lively and celebratory close.
Sharing the Spirit of Sake with the World
As Miss SAKE, it was an invaluable opportunity to meet and greet those who have worked for many years with unwavering conviction to promote the cultural value of sake worldwide. Sake is truly a “crystallization of culture,” embodying the history and spirit of Japan. Soon, it will be one year since “Traditional Japanese Sake Brewing” was inscribed on UNESCO’s Intangible Cultural Heritage list. Learning firsthand that this milestone was made possible through the passion and dedication of so many individuals left me profoundly inspired.
At the same time, I reaffirmed my own mission as Miss SAKE—to serve as a bridge connecting the heartfelt spirit within sake to people all around the world. From the halls of diplomacy to everyday dining tables, may sake continue to bring smiles to people’s lives. With all my sincerity, I will continue sharing its unique appeal with the world.
Chisato Tateno
2025 Miss SAKE Japan
