Hello everyone, this is Chisato Tateno, 2025 Miss SAKE Japan.
On Thursday, September 25, I attended 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 opportunity to engage with visitors through the charm of Japanese sake. On the same day, I also visited several of the international pavilions representing 82 countries from around the world.
About Tourism EXPO Japan
Tourism EXPO Japan is one of the world’s largest comprehensive travel events, designed to showcase domestic and international tourism resources and highlight the latest trends in travel, thereby contributing to the growth of the global tourism industry.
The 2025 edition took place over four days, from September 25 (Thu) to September 28 (Sun), at Aichi Sky Expo. The first two days were dedicated to industry professionals and media, while the final two days were open to the general public, creating a valuable opportunity to present the appeal and possibilities of tourism to a wide audience. The total number of visitors over the four days reached 126,900—well above expectations—filling the venue with vibrant energy.
This year’s theme was “Rediscovering the Knowledge of Travel.” In addition to exhibits showcasing regional tourism resources from Japan and abroad, the event featured presentations on food culture, traditional performing arts, and hands-on programs, offering visitors a rich and diverse space to explore new values in tourism.
About the Japan Sake Brewery Tourism Promotion Council
The Japan Sake Brewery Tourism Promotion Council serves as a platform to foster collaboration and create new value by connecting diverse stakeholders, including breweries across Japan and tourism-related businesses, with the goal of advancing Sake Brewery Tourism.
Sake Brewery Tourism refers to journeys that visit sake, shochu, awamori, wine, or beer breweries, where travelers can not only enjoy local drinks but also discover the people, history, stories, regional cuisine, and traditional culture unique to each area.
Currently, around 60 breweries and brewers’ associations are members of the council, and its network continues to expand to include government bodies, municipalities, tourism associations, corporations, and individuals—further developing its activities.
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Dialogue with the World at the EXPO
Within the EXPO venue, international exhibition pavilions representing 82 countries were set up, and on the first day I had the opportunity to visit several of them. At each pavilion, local representatives dressed in traditional clothes welcomed visitors, creating a valuable space for international exchange where one could experience unique cultures and perspectives rarely encountered in everyday life.
■ Tunisia
At the Tunisia booth, I learned about traditional mosaic art and the nation’s fragrance culture. Tunisia, located in North Africa and facing the Mediterranean Sea, has a history shaped by the fusion of Arab and Berber cultures. Its ancient Carthaginian and Roman ruins are world-renowned. I was delighted to taste sweets made with natural fragrances, and their vibrant flavors left a lasting impression.
■ India
At the India booth, I learned about regional dyeing traditions and culinary culture. Having visited India twice before—exploring New Delhi, Jaipur, Agra, and Varanasi—I shared memories from those trips. We also exchanged stories about local dishes such as pani puri and dosa, which I came to love during my visits. The booth featured hands-on experiences such as woodblock printing and trying on traditional clothing, offering a deeper understanding of India’s textile culture.
■ Korea
At the Korea booth, I discovered regional highlights beyond the capital, Seoul. These included Busan, famous for seafood and its international film festival; Mount Bipasun, known for its azalea fields; and Mount Jirisan, celebrated for its natural beauty, history, and culture. The pavilions showcased Korea’s diverse and captivating landscapes, while interactive experiences like the “Top 10 K-Tourism Market” with capsule toy machines attracted lively crowds.
■ Mongolia
At the Mongolia booth, I had the honor of meeting H.E. Mr. Bayarsaikhan Banzragch, Ambassador Extraordinary and Plenipotentiary of Mongolia to Japan. Mongolia, located in Central Asia, is a nation of vast natural landscapes and rich nomadic traditions. Known for its deep cultural ties with Japan—through economic cooperation and cultural exchanges such as sumo—it is a country with strong bonds of trust and friendship toward Japan. As Miss SAKE, I shared the appeal of Japanese sake as a key element of Japan’s food culture and spoke about how Sake Brewery Tourism introduces the unique stories and attractions of each region.
Through Tourism EXPO Japan 2025, I was once again reminded of the power of sake to connect people and the new possibilities that arise when it is linked with regional tourism resources. Going forward, as Miss SAKE, I will continue to share the beauty of Japan with the world through sake, contributing to tourism promotion and cultural exchange.
Chisato Tateno
2025 Miss SAKE Japan
