Hello everyone, this is Chisato Tateno, 2025 Miss SAKE Japan.
On Thursday, September 25th, I participated in the opening day of Tourism EXPO Japan 2025, held at Aichi Sky Expo (Aichi International Exhibition Center). At the booth of the Japan Sake Brewery Tourism Promotion Council, I had the pleasure of engaging with visitors and sharing the appeal of sake.
About “Tourism EXPO Japan”
Tourism EXPO Japan is one of the world’s largest comprehensive travel events, showcasing tourism resources from Japan and abroad as well as the latest travel trends, contributing to the development of the tourism industry. In 2025, it was held over four days from September 25 (Thu) to 28 (Sun) at Aichi Sky Expo. The first two days were dedicated to industry professionals and media, while the latter two were open to the general public, making it a valuable opportunity to highlight the appeal and potential of tourism to a wide audience. Over the four days, the total number of visitors reached 126,900, far exceeding expectations, filling the venue with excitement and energy.
This year’s theme was “Rediscovering Knowledge through Travel.” In addition to booths from various regions in Japan and abroad, the event featured cultural gastronomy, traditional performing arts, and interactive programs, creating a vibrant space that offered new perspectives on the value of travel.
About the Japan Sake Brewery Tourism Promotion Council
The Japan Sake Brewery Tourism Promotion Council serves as a platform connecting sake breweries nationwide with tourism-related businesses and stakeholders, aiming to foster collaboration and create new value through synergy. Sake Brewery Tourism refers to journeys that visit breweries of sake, shochu, awamori, wine, and beer, where travelers can not only taste the local beverages but also connect with the people, history, stories, and local cuisine unique to each region.
Currently, about 60 breweries and brewery associations are members of the Council, with growing participation from government agencies, local municipalities, tourism associations, corporations, and individuals. Its activities continue to expand and evolve.
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Expanding the Circle of Sake Connections through Shuen
At the booth of the Japan Sake Brewery Tourism Promotion Council, we offered tastings of sake provided by member breweries, along with detailed explanations for visitors.
On the first day, we served Tokoname City, Aichi Prefecture’s “Hakurou Tokubetsu Junmai” (Sawada Shuzo) and Kyoto City, Kyoto Prefecture’s “Eikun Junmai Daiginjo Koto Sennen” (Saito Shuzo). On the third day, Saturday the 27th, we introduced Kobe City, Hyogo Prefecture’s “Fukuju Junmai Ginjo” (Kobe Shushinkan), Niigata City, Niigata Prefecture’s “Takara-yama Aki no Hitotsubi Junmai” (Takara-yama Jozo), and Ikoma City, Nara Prefecture’s “Kurabito no Uta” (Nakamoto Shuzo-ten) to the general public.
Through these tastings, we were able to convey the unique character of sake from each region as well as the passion of the brewers — which I believe is precisely the essence of sake brewery tourism.
In addition, as part of a sake introduction seminar, I presented “Ureru Aka” (Ishikawa Shuzo), sharing memories from the three-month Nadeshiko Program held at Ishikawa Shuzo. Together with the participants, we even had a cheerful “Kanpai!” moment, which gave me great joy in being able to share the charm of sake directly.
This year, other council members including the Okinawa Brewers Association and Sasaki Shuzo (Kyoto City, Kyoto Prefecture) also exhibited at the booth, offering Awamori and sake tastings to visitors. At the Okinawa Brewers Association booth, Ms. Tomomi Miyashita, the 39th Awamori Queen, introduced multiple Awamori labels served in creative styles such as with soda, shikuwasa citrus, and even coffee. Meanwhile, Sasaki Shuzo attracted much attention not only with tastings of their signature sake “Jurakudai”, but also with their charming coasters featuring illustrations of the company’s beloved cats, which were a hit among many guests.
The Expansion of Sake Brewery Tourism and New Connections
During the EXPO, the 9th Japan Tourism Awards, which recognizes domestic and international initiatives contributing to the development and expansion of tourism, were announced. KURABITO STAY Inc., with its pioneering brewery hotel “KURABITO STAY”, won the Minister of Land, Infrastructure, Transport and Tourism Award for its innovative efforts in “regional revitalization” and “sake tourism.” We were honored to welcome Ms. Marika Tazawa, CEO of KURABITO STAY Inc., and Mr. Taira Ide, the 19th-generation owner of Kikusui Shuzo, to our booth immediately after their award recognition.
I also had the pleasure of greeting Mr. Kaoru Sawada, President of Sawada Shuzo (Tokoname City, Aichi Prefecture), Mr. Takumi Tanaka, Managing Director of Tanakaya Shuzo-ten (Iiyama City, Nagano Prefecture), and at the reception, Mr. Kenji Miwa, President of Miwa Shuzo (Ogaki City, Gifu Prefecture). All of them are distinguished members of the Japan Sake Brewery Tourism Promotion Council, playing leading roles in advancing sake brewery tourism.
Many others visited the booth as well, including sake industry professionals, travel and transportation companies, and members of the general public.
Through Tourism EXPO Japan 2025, I once again felt the tremendous potential of sake and the new value that emerges when it is connected with regional tourism resources.
As Miss SAKE, I will continue to dedicate myself to sharing the appeal of sake and Japanese culture with audiences both in Japan and abroad, while contributing to tourism promotion that allows each region of Japan to shine.
Chisato Tateno
2025 Miss SAKE Japan
