Hello everyone, this is Chisato Tateno, 2025 Miss SAKE Japan.
On Wednesday, September 17, I had the honor of paying a courtesy visit to JFOODO (Japan Food Product Overseas Promotion Center), where I greeted Mr. Hironobu Kitagawa, Executive Officer, upon my appointment as 2025 Miss SAKE Japan. I was also accompanied by Mr. Hitoshi Usukura, President and CEO of uA Inc., and together we had the privilege of hearing valuable insights on future initiatives to share sake and Japanese culture with the world.
About JFOODO
JFOODO (Japan Food Product Overseas Promotion Center) was established in 2017 within JETRO (Japan External Trade Organization). Its mission is to increase awareness and expand consumption of Japanese agricultural, forestry, fishery, and food products in overseas markets. JFOODO carries out market research and promotional activities worldwide, with a special emphasis on promoting sake and other uniquely Japanese foods. Going beyond simple export promotion, it develops multifaceted initiatives such as international events, partnerships with restaurants, and digital campaigns to ensure that Japanese food culture is embraced globally.
Mr. Kitagawa has devoted his career to promoting Japanese service industries and food culture across the globe, with postings in London, Hanoi, and beyond. Currently serving as Executive Officer at JFOODO, he leads efforts to share the appeal of Japanese food internationally, while enhancing its cultural value worldwide. His achievements include commendations from the Vietnamese government, lectures at institutions such as METI, MOFA, universities, and corporations, as well as media commentary appearances on NHK and other outlets. He continues to serve as a bridge between Japan and the world.
Delivering the “Story” of Sake to the World
During this courtesy visit, in addition to reporting on my appointment as 2025 Miss SAKE Japan, I also shared recent activities such as my Amazake-making workshop in Romania.
Mr. Kitagawa also served as a judge at the 2025 Miss SAKE Grand Final, held on June 13 at The Westin Miyako Hotel Kyoto. I vividly remember being asked an impactful question by him during the Q&A session: “If you had to convey the charm of sake to people overseas in just one phrase, what would you say?” Standing nervously at the microphone, I gave my answer, and that moment remains etched in my memory. Then, as now, my goal is to share the “story” of sake — not only as a food, but as a cultural treasure representing Japan — with the world. I was truly grateful to be able to reaffirm this mission and express my heartfelt appreciation.
A New Stage for Japanese Culture in Azerbaijan
Mr. Usukura, who kindly accompanied us, is also the leading figure behind the launch of 2026 Miss SAKE Azerbaijan. Azerbaijan, located on the Caspian Sea at the crossroads of Eastern Europe and Western Asia, has developed rapidly thanks to its abundant oil and natural gas resources, while also serving as a cultural melting pot along the ancient Silk Road. With a climate similar to Japan and a strong affinity for Japanese culture, it is known as a pro-Japan country. In fact, two universities in its capital, Baku, offer Japanese language programs.
During our visit, we were briefed on the upcoming THE JAPAN ESSENCE GLOBAL EXPO 2026, to be held in Azerbaijan. Centered on the theme of “Sharing the Essential Value of Japan with the World,” this event will showcase the breadth of Japan-made — from government to private sectors, from traditional crafts to cutting-edge digital innovations. It will also mark the inaugural hosting of 2026 Miss SAKE Azerbaijan within the event.
▼Click here for details on the “2026 Miss SAKE Azerbaijan.”
https://www.misssake.org/miss-sake-azerbaijan-news-en/
THE JAPAN ESSENCE GLOBAL EXPO 2026
Date:
May 9–10, 2026 (with after party on May 11; travel schedule May 6–14 or 16)
Venue:
Baku Marriott Hotel Boulevard, Azerbaijan
Organizer:
THE JAPAN ESSENCE GLOBAL EXPO 2026 Executive Committee
2026 Miss SAKE Azerbaijan Executive Committee
Official website:
https://ua-jeg.jp/
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This courtesy visit deepened my awareness of the importance of both cross-sector collaboration and storytelling in the global promotion of sake. Food culture has the power to transcend borders and industries, connecting people across nations. Within this context, sake stands as one of the most symbolic elements of Japanese food culture.
As Miss SAKE, I am committed to sharing the profound stories embodied in sake and the values nurtured within Japanese culture. I hope to convey them in my own words to people worldwide. At the same time, I aspire to be a bridge connecting nations and individuals, helping to open new possibilities for sake on the global stage.
2025 Miss SAKE Japan
Chisato Tateno
