Hello everyone, this is Chisato Tateno, 2025 Miss SAKE Japan.
On Saturday, September 27th, I participated in the third day of Tourism EXPO Japan 2025, held at Aichi Sky Expo (Aichi International Exhibition Center). I had the honor of greeting Governor Naomichi Suzuki of Hokkaido, and at the same time, I engaged with visitors at the Japan Sake Brewery Tourism Promotion Council booth, while also visiting many fascinating exhibits from across Japan.
About Tourism EXPO Japan
Tourism EXPO Japan is one of the world’s largest comprehensive travel events, showcasing domestic and international tourism resources, the latest travel trends, and contributing to the growth of the tourism industry. In 2025, it was held from September 25th (Thu) to 28th (Sun) at Aichi Sky Expo. The first two days were reserved for industry professionals and media, while the latter two days were open to the general public, offering a valuable opportunity to share the appeal and potential of tourism with a wide audience.
This year’s event welcomed a total of 126,900 visitors, far exceeding initial expectations, and the venue was lively and energetic throughout the four days.
The theme for 2025 was “Rediscovering Knowledge through Travel.” Alongside regional and international exhibition booths and tourism content, the event also featured culinary showcases, traditional performing arts, and hands-on programs, creating a dynamic space that introduced visitors to new perspectives on tourism.
About the Japan Sake Brewery Tourism Promotion Council
The Japan Sake Brewery Tourism Promotion Council serves as a platform that connects sake breweries and tourism-related stakeholders across Japan, with the aim of strengthening collaboration and creating new value through synergy. “Sake Brewery Tourism” refers to travel experiences where visitors tour breweries of sake, shochu, awamori, wine, or beer, meeting local people, learning their stories, and enjoying regional cuisine and traditions alongside the drinks.
Currently, about 60 breweries and brewery associations are members, and participation continues to expand to government agencies, local municipalities, tourism associations, businesses, and individuals.
At this year’s EXPO booth, members such as the Okinawa Sake Brewers Association and Sasaki Shuzo (Kyoto) also set up exhibits, helping to enliven the space through tastings and seminars together.
From Local Pride to the World
Governor Naomichi Suzuki of Hokkaido visited the venue to tour the Hokkaido booth and take the stage for a presentation. As someone who was born in Hokkaido, I had the privilege of welcoming him, accompanying him from the entrance gate to the venue, and sharing both my appointment as 2025 Miss SAKE Japan and my hopes of contributing to my home region. Afterward, I joined Governor Suzuki at the Hokkaido booth for a commemorative photo and also listened to his stage presentation. I was further honored with the opportunity to greet Mr. Yasuyuki Watanuki, President of JR Hokkaido.
The Hokkaido booth featured stage programs under themes such as Gastronomy & Wine Tourism, Night-time Economy, Adventure Travel, Care Tourism, and Upopoy (Symbolic Space for Ainu culture), as well as regional promotional stages from across Hokkaido. Mascot characters including “Kyun-chan” (Hokkaido Tourism PR character) and “Tureppon” (from Upopoy) also entertained visitors through photo opportunities.
In the Tourism EXPO Japan 2025 Booth Grand Prix, decided by visitor votes, the Hokkaido booth proudly won the Grand Prize, standing out among exhibits from 82 countries and 45 prefectures.
Discovering Japan’s Regional Appeal at the EXPO
Across the venue, all 45 prefectures of Japan showcased their unique regional attractions. Many exhibitors welcomed visitors dressed in traditional attire, and there were captivating performances of local instruments and dances. Through this, I truly felt the depth of Japan’s regional diversity.
At the host city’s Tokoname (Aichi Prefecture) booth, highlights included an impressive display of maneki-neko (beckoning cat figurines), for which the city is the top producer in Japan, as well as tastings of Onizaki nori seaweed. Booths also offered tastings of Japanese tea, sake, and wine. For sake, visitors enjoyed “Junmai Ginjo Hakurou Chita no Yumekaze” and “Chitanenohi-gura Otokoyama Junmai Daiginjo,” both brewed in Tokoname. Their refined aromas and rich flavors left a lasting impression.
Other booths I visited included Hiroshima, Tenkawa Village in Nara, and Kaga City in Ishikawa, where I learned about the breathtaking landscapes and cultural traditions unique to each region.
Through Tourism EXPO Japan 2025, I was once again reminded of the profound cultural depth and diverse tourism resources found across Japan. The interactions at each booth and stage also revealed the strong interest that both domestic and international visitors hold toward Japan’s deeply rooted traditions in food, clothing, and lifestyle.
Among these, sake is more than just a beverage—it embodies the climate, history, and heartfelt spirit of each region. As Miss SAKE Japan, I am committed to sharing the appeal of sake as a gateway to discovering Japan’s cultural richness, and to serving as a bridge that connects people and traditions across borders.
Chisato Tateno
2025 Miss SAKE Japan
