Hello everyone,
This is Chisato Tateno, 2025 Miss SAKE Japan.
On Friday, October 24, I had the pleasure of participating in the “Tokyo Ajiwai Festa 2025” at the Tokyo International Forum Plaza (Chiyoda-ku, Tokyo), where I joined the Japan Jizake Cooperative Booth.
About “Tokyo Ajiwai Festa 2025”
Tokyo Ajiwai Festa 2025 (TASTE of TOKYO) is an urban food event where visitors can experience the charm of Tokyo’s agriculture and gastronomy through dishes featuring locally produced agricultural, forestry, and fishery products, as well as regional specialties.
Held over three days from October 24 (Fri) to 26 (Sun), the festival took place across four main areas — Marunouchi, Hibiya, Yurakucho, and Toyosu. Food trucks and market stalls offered menus and specialties prepared with fresh Tokyo-grown ingredients. The event also featured workshops where guests could experience the appeal of Japan’s primary industries, along with stage performances. Altogether, it provided a wonderful opportunity to rediscover the richness of Tokyo’s food culture and regional diversity, right in the heart of the city.
Event Overview
Title: Tokyo Ajiwai Festa 2025 (TASTE of TOKYO)
Dates: October 24 (Fri) – 26 (Sun), 2025
Time: 11:00 AM – 8:00 PM (varies by venue)
Venues: Marunouchi, Yurakucho, Hibiya, and Toyosu
Marunouchi (Miyuki-dori, Nakadori, Marucube, etc.)
An area to fully enjoy the charm of Tokyo-grown ingredients
Yurakucho (Tokyo International Forum Plaza)
An area to discover Tokyo’s agriculture and regional specialties from across Japan
Hibiya (Hibiya Nakadori, etc.)
An area offering new culinary experiences with Tokyo-sourced ingredients
Toyosu (“Gas Science Museum” Seaside Special Venue)
An area to experience Tokyo’s rich agricultural, forestry, and fishery industries
Encountering Local Sake from Across Japan
At the Japan Jizake Cooperative Booth, a wide variety of sake from across Japan — from Hokkaido in the north to Miyazaki in the south — were showcased together. Despite the rainy weather on the opening day, the booth welcomed numerous visitors from both Japan and abroad.
As Miss SAKE, I had the honor of joining representatives from Seiun Shuzo (Saitama), Kidoizumi Shuzo (Chiba), Iinumahonke (Chiba), Honke Matsuura Shuzojo (Tokushima), and Zuiyo (Kumamoto) in recommending and serving sake that best suited each guest’s preferences.
Guests enjoyed tasting glasses of sake for just 500 yen per cup, and many also purchased bottles—including seasonal varieties such as hiyaoroshi—as gifts for family and friends. A self-service warming station was also provided, allowing visitors to experience how sake’s flavor profile changes at different temperatures.
Takasago Shuzo (Hokkaido) – Junmai Ginjo Ezo no Kuma
Shiwa Shuzoten (Iwate) – Hiroki Tokubetsu Junmai Polished to 60%
Tonoike Shuzoten (Tochigi) – Sanran Yamahai Junmai
Seiun Shuzo (Saitama) – Junmai Ginjo Hiyaoroshi, Junmai Seiun, Junmai Daiginjo Zensho
Kidoizumi Shuzo (Chiba) – AFS Zero, K Zero, K Melody Modulation
Iinumahonke (Chiba) – Kinoene Junmai Ginjo Hanayaka Takumi no Ka, Kinoene Fresh Yuzu Sake
Kaganoi Shuzo (Niigata) – Kaganoi Junmai Ginjo Takane Nishiki
Yoshida Shuzo (Fukui) – Eiheiji Hakuryu Mizutekiteki
Homei Shuzo (Hyogo) – Homei Junmai Ginjo
Kobe Shushinkan (Hyogo) – Fukuju Junmai Ginjo
Toshimori Shuzo (Okayama) – Sake Hitosuji Jidaiokure
Yamaoka Shuzo (Hiroshima) – Zuikan Junmai Ginjo Kimoto
Honke Matsuura Shuzojo (Tokushima) – Narutotai LED, Narutotai Ginjo Shiboritate Nama Genshu, Narutotai Junmai Hiyaoroshi
Eiko Shuzo (Ehime) – Shusen Eiko Laugh with SAKE Junmai Ginjo Iyo Shizukuhime
Zuiyo (Kumamoto) – Junmai Ginjo Sukun
Furusawa Jozo (Miyazaki) – YAEZAKURA-SEN-
I also took part in a special stage presentation in the afternoon to introduce the booth and a broad range of flavors—from rich and savory junmai sake to fruity junmai ginjo, and even unique citrus liqueurs like yuzushu.
A Once-in-a-Lifetime Encounter with Sake
The booth also welcomed many international guests—from countries including the United States, France, Sweden, Switzerland, and Canada—many of whom were traveling across Japan. Using English, I had the pleasure of explaining what nihonshu (Japanese sake) is and recommending suitable brands for each guest.
One visitor from Sweden, who had never tried sake before, told me he preferred aromatic flavors. I suggested Kinoene Junmai Ginjo Hanayaka Takumi no Ka (Iinumahonke), known for its fruity aroma reminiscent of banana. Upon his first sip, he smiled with delight and exclaimed, “Delicious!” He even decided to purchase a bottle to take home and enjoy after returning to Sweden.
Another guest from the United States, on his last night in Japan, was encouraged to try his first lukewarm sake (nurukan), as the evening had turned cool. Guided by the brewery staff, he enjoyed Narutotai Junmai Hiyaoroshi (Honke Matsuura Shuzojo) warmed to about 40°C. He was deeply impressed by its mellow flavor and spent a pleasant time conversing with the brewers as he savored his drink.
Many of the international visitors were first-time sake drinkers, and I truly enjoyed introducing them to varieties that matched their individual tastes and experiences. I am deeply grateful to have helped them experience a uniquely Japanese moment through the regional character and craftsmanship embodied in jizake (local sake). I will continue striving to share the beauty of such once-in-a-lifetime sake encounters—what we call “shu-en”, the bonds formed through sake—with as many people as possible.
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Through Tokyo Ajiwai Festa 2025, I once again felt the powerful ability of sake to connect people. Regardless of nationality or language, smiles and conversations flourished around each cup, creating precious moments of cultural exchange. Each local sake, crafted with devotion across Japan, reflects its region’s climate, nature, and the heartfelt passion of its brewers—it is truly a story in a bottle.
I will continue, as Miss SAKE, to share the depth and allure of Japanese sake with audiences both in Japan and abroad, hoping that each encounter will inspire new discoveries and appreciation. With all my heart, I aim to help preserve and carry forward Japan’s traditions and regional culture for the generations to come.
Chisato Tateno
2025 Miss SAKE Japan
