Hello everyone, this is Chisato Tateno, 2025 Miss SAKE Japan.
On Thursday, October 9, together with 2023 Miss SAKE Japan Kotoko Yamada, I had the honor of attending the “SAKE Samurai Induction Ceremony 2025” held at Matsuo Taisha Shrine in Kyoto, as well as the “SAKE Samurai Summit 2025” held later that day at Kyo-kaiseki Minokichi Honten Takeshigero.
About “SAKE SAMURAI”
The title “SAKE SAMURAI” was established in 2005 by the Junior Council of the Japan Sake Brewers Association, which is composed of young sake brewers from across Japan. In an era where traditional Japanese culture is gradually becoming detached from daily life, the SAKE SAMURAI initiative seeks to revisit the spirit and aesthetic sense of the Japanese people through sake, and to promote its value both domestically and internationally. This honorable title is awarded to individuals who have made significant contributions to the promotion of sake culture. As of October 2025, 108 individuals have been inducted.
Each SAKE SAMURAI upholds the following three principles:
Love Japan’s beautiful culture and sake.
Deepen understanding of sake culture and contribute to its development.
Share the passion and pride of sake with the world.
Through their diverse activities—ranging from international cultural exchange to education and promotion—SAKE SAMURAI play a vital role in communicating both the tradition and innovation of sake to the world.
photo by Keisuke IRIE
2025 Inductees
The day of the ceremony was blessed with clear skies and a pleasant breeze. At Matsuo Taisha Shrine, one of Kyoto’s oldest shrines and revered as the guardian deity of sake brewing, the “2025 SAKE SAMURAI Induction Ceremony” took place. The proceedings began with a formal prayer ritual at the main hall, including the recitation of sacred words, purification rites, and a traditional shrine maiden dance. Following this, Mr. Tsushima Kitahara, Chairman of the Junior Council of the Japan Sake Brewers Association, delivered opening remarks.
photo by Keisuke IRIE
During the ceremony, three distinguished individuals were newly appointed as SAKE SAMURAI. Each inductee took an oath to uphold the “Three Articles of SAKE SAMURAI,” signed their names with a brush, and was met with warm applause.
Mr. Akito Kurokawa
photo by Keisuke IRIE
Based in Australia, Mr. Kurokawa is an expert in sake export and promotion. He founded “SAKEMATE”, leading the local sake distribution scene, and in 2025 became involved in the operations of the Shibataya Group’s Australian branch. Through lectures, events, and cross-industry collaborations, he continues to bring sake to the world as a form of cultural experience.
〇Name: Akito Kurokawa
〇Positions:
CEO, Gojin Enterprise Pty Ltd (Sake import and wholesale)
Sales Director, Shibataya Australia
Founder, Sakemate / 酒友 (Online sake shop)
Owner, Sakedokoro Namara (Sake bar)
Founder, Kurabito – Sake Shop & Bar
〇Base of Activities: Australia / Japan
Mr. Tsuyoshi Endo
photo by Keisuke IRIE
As the CEO of JAMS.TV Pty Ltd, Mr. Endo is based in Sydney and has long promoted cultural exchange and information sharing between Japan and Australia. Through food, sake, and media, he has contributed to local revitalization and international understanding, enhancing Japan’s image abroad through both journalism and business.
〇Name: Tsuyoshi Endo
〇Positions:
Managing Director, JAMS.TV Pty Ltd
CEO, JAMS Japan Co., Ltd.
Representative Director, Australian Sake Awards Association
〇Activities: 30 years in Australia; organizer of the Australian Sake Festival; hosts numerous tasting events, trade fairs, and seminars; promotes Japanese culture through tourism PR and support programs for Japanese residents abroad.
〇Base of Activities: Australia
Mr. Alex Kuan (Yi-Hsuan Kuan)
photo by Keisuke IRIE
A sake researcher and promoter from Taiwan, Mr. Kuan transitioned from the semiconductor industry to the world of sake, becoming a bridge of cultural exchange between Japan and Taiwan. He actively engages in sake education, event planning, and tourism development, leading a new wave of sake promotion across Asia.
〇Name: Yi-Hsuan Kuan (Alex Kuan)
〇Positions:
Chairman and CEO, Yitai Trading Co., Ltd.
President, Taiwan Sake and Shochu Research Association Sake & Shochu
Representative, Taipei Liquor Business Association
〇Activities: After 10 years working in Japan, he founded his own company to import sake and shochu, promote sake tourism, and provide education. A certified Sake Sommelier (SS1) and JSA Instructor, he has delivered over 170 lectures and serves as a sake advisor for airlines, bridging Japanese and Taiwanese sake culture.
〇Base of Activities: Taiwan
Understanding the Global State of Sake
In the afternoon, the “SAKE SAMURAI Summit 2025” was held at Minokichi Honten Takeshigero, where representatives from America, Europe, Asia, and Oceania delivered speeches and led tasting discussions.
photo by Keisuke IRIE
John Gauntner — “The Current State of Sake Production in the U.S.”
Mr. Gauntner shared the current situation of sake brewing in the United States, where approximately 20 breweries are currently producing sake. He introduced the industry from three perspectives— 1. Large-scale, well-established breweries, 2. Mid-sized breweries, and 3.Small craft sake producers. And emphasized the importance of strong facilities and experienced leadership as key factors in sustaining the industry’s growth.
Tasting:
① Spirit Guide – Proper SAKE Co. (Tennessee, USA)
Yamahai Honjozo (Namazake); Arkansas-grown Titan rice; polishing ratio 65%; Alc. 16–18%② Another Dalliance – Motoi (Minnesota, USA)
Junmai Ginjo; Arkansas-grown Yamada Nishiki; polishing ratio 57%; Alc. 16%
Ake Nordgren — “Sake in Northern Europe”
Mr. Nordgren offered a fascinating look at the current state and future outlook of sake in Northern Europe.
He shared his own experiences at AKEBONO, a leading company in sake import and promotion in Sweden, and spoke about the products he handles as well as the Stockholm Sake Festival, which was held earlier this year.
Tasting:
③ THE CLASSIC – WAKAZE (Paris, France)
Junmai-shu; Camargue rice; polishing ratio 90%; Alc. 13%④ Junmai Shu Dry Hopped – Brooklyn Kura (New York, USA)
Junmai-shu (dry-hopped); Calrose rice; polishing ratio 55%; Alc. 14%
Micky Chan — “The Current Frontlines of Sake in Japan & Overseas”
Mr. Chan focused on Hong Kong, one of the top five regions in the world for Japanese sake exports by both volume and value, while also covering the latest sake trends in Japan and neighboring Asian countries.
From a consumer perspective, he discussed how the consumption structure of alcoholic beverages varies significantly by country, and highlighted the growing importance of data-driven analysis in line with the increase of inbound tourism to Japan.
Tasting:
⑤ Tenhen – (Taiwan)
Junmai Genshu, once-pasteurized; Hualien Yoshino No.1 rice; polishing ratio 70%; Alc. 10%; wine yeast used⑥ Wu-Feng Ji-Qing – (Taiwan)
Junmai-shu; Yiquan Fragrant Rice; polishing ratio 60%; Alc. 15%
Simone Maynard — “Sake in Australia”
Ms. Maynard spoke about the rapidly growing sake market in Australia, fueled by the rising number of Australian visitors to Japan and the increasing popularity of Japanese culture.
She explained how events such as the Australian Sake Festival, held across major cities, along with sake education initiatives, have boosted sake’s recognition—resulting in it being enjoyed even outside Japanese restaurants, which was particularly impressive.
Tasting:
⑦ TM – Melbourne Sake (Melbourne, Australia)
Junmai Muroka Nama Genshu; Tachiminori rice; polishing ratio approx. 90%; Alc. 14%⑧ JUNMAI GINJO – ZENKURO SAKE (Queenstown, New Zealand)
Shizuku-pressed Junmai Ginjo; Toyama-grown Gohyakumangoku rice; polishing ratio 60%; Alc. 14%
From all the speakers, we gained invaluable insights into the diverse realities of sake around the world. In some regions, sake remains a niche passion among enthusiasts, while in others, it is steadily reaching the general public. Recognizing these differences was an enlightening experience that will inform my future role as Miss SAKE in promoting sake globally.
What was common across all regions was that sake is loved not merely as a beverage, but as a symbol of Japanese culture and a part of daily life. At the same time, challenges such as facility development and brewmaster training persist in some areas, underscoring the need for ongoing support and innovation to ensure the sustainable growth of sake culture. This experience deepened my understanding of the current state of sake promotion and offered valuable inspiration for future efforts.
photo by Keisuke IRIE
Through attending the 2025 SAKE SAMURAI Induction Ceremony and SAKE SAMURAI Summit, I was once again reminded that sake is far more than a drink—it embodies Japan’s culture, history, and spirit. Learning about the realities and challenges of sake around the world reinforced the importance of a more strategic and localized approach to cultural promotion.
With the knowledge and inspiration gained from this event, I will continue to dedicate myself as Miss SAKE Japan to serving as a bridge of cultural exchange and regional connection through sake.
Chisato Tateno
2025 Miss SAKE Japan
