A Year Full of Topics, Including UNESCO World Heritage Registration
February 7, 2025 – In 2024, the export value of sake reached 43.5 billion yen, with 3.45 million cases (9L equivalent) exported to a record-high 80 countries and regions. Both the export value and volume saw a year-on-year increase of 6%, with an average unit price of 1,050 yen per 750ml. Compared to five years ago in 2020, the number of export destinations increased by 19, export value grew by 80%, and the average unit price increased by 26%, indicating that premium sake is being exported to a broader range of regions.
By region, Asia, which accounts for 61% of the total export value, struggled, recording a 3% drop year-on-year. The decline was primarily due to the Chinese market (excluding Hong Kong), which accounts for 44% of Asia’s total export value and 27% of total exports, falling 6% year-on-year. Additionally, major Asian export markets such as Hong Kong and Singapore fell below the previous year’s figures. On the other hand, South Korea, a key Asian export destination, showed significant growth at 29% year-on-year.
In contrast, all regions except Asia and Africa (Western Europe, Central and Eastern Europe, Oceania, the Middle East, North America, and Latin America) saw an increase in sake export value. The North American market, which accounts for 29% of the total export value, played a major role in driving growth with a 27% year-on-year increase. According to a major importer in the U.S., a notable trend in 2024 was the increase in sake sales at fine dining. Restaurants added sake to their drink pairing courses, enhancing their value while giving consumers more opportunities to experience sake with non-Japanese cuisine, which has been well received.
The Western European market, though only accounting for 7% of the total export value, is becoming increasingly important as it collaborates with the wine industry to expand demand. In 2024, sake exports to this region grew 18% year-on-year and an astonishing 148% compared to 2020.
While Central and Eastern Europe and Africa have a small share of total export value, the number of export destinations has increased over the past five years. Efforts to integrate sake education with the wine industry are beginning to yield results.
Key Activities of the Japan Sake and Shochu Makers Association in 2024 The Japan Sake and Shochu Makers Association (JSS) has been working to expand awareness and convey the appeal of sake. In recent years, JSS has collaborated with the Association de la Sommellerie Internationale (ASI) and the Union de la Sommellerie Française (UDSF), as well as other national wine associations, to provide sake education to top sommeliers. In 2024, JSS held a Boot Camp for young sommeliers hosted by the ASI in Spain and conducted a sake master class at the University of Cádiz for wineries, university students, and restaurant professionals. Additionally, JSS invited top sommeliers to Japan for a tour of sake breweries in Nagano and Yamanashi Prefectures and a visit to a koji mold producer in Aichi Prefecture, allowing them to experience firsthand the sake brewing process and its appeal.
Beyond education, JSS actively participated in trade exhibitions to expand sake distribution channels. These included ProWein 2024, ProWine Sao Paulo 2024, and Warsaw Wine Experience 2024. By participating in international wine exhibitions as well as trade shows in regions where sake awareness is low, JSS has continued efforts to expand the sake market. The steady continuation of these activities, along with the sustained efforts of sake breweries, importers, and distributors, has contributed to the 1.8-fold increase in sake exports over the past five years.
Hitoshi Utsunomiya, Director of the JSS, stated, “In 2024, although the excess inventory and logistics disruptions seen in 2023 are gradually being resolved, transportation costs and warehouse expenses have increased. While total export value grew by 6% compared to the previous year, the economic downturn in China and Hong Kong, which have been driving recent exports, led to a decline. Additionally, the depreciation of the yen and inflation have raised exhibition fees, transportation costs, and travel expenses for overseas trade fairs, slightly suppressing the willingness of businesses to participate and seek new partners. On the other hand, inbound tourism surpassed 36 million visitors, reaching a record high, revealing that alongside the challenges of boosting exports are opportunities to expand domestic consumption and purchases by international tourists.”
Key Topics in the Sake Industry in 2024
In 2024, two major achievements provided a tailwind for the Japanese sake industry. The first was the registration of “Traditional knowledge and skills of sake-making with koji mold in Japan” as a UNESCO Intangible Cultural Heritage on December 4, 2024, in Asunción, Paraguay.
The sake brewing process, which has uniquely evolved in Japan using koji mold, is supported by a structured system where skilled craftsmen known as toji pass down advanced techniques, history, and culture. This system, along with its deep ties to local communities and contributions to regional economies, was a key factor in its recognition. The registration is expected to further increase interest in Japanese sake, which is brewed using these traditional and highly refined techniques.
The second major topic was the inclusion of a sake-related question in the service task during the final of the ASI Contest Best Sommelier of Europe, Africa, and the Middle East 2024 in Serbia.
This was the first time in the 35-year history of the competition, which began in 1989 as “Best Sommelier in Europe,” that sake had been featured in the final round service task. For top sommeliers striving for excellence, this reinforced that sake is an essential category they must learn. Additionally, an increasing number of sommeliers are not only studying sake but also expressing a desire to serve it in their restaurants.
While many major global alcohol categories, such as Champagne and Scotch whisky, are expected to see declines in shipment volumes in 2024, sake exports grew 6% year-on-year. The preferences of sake consumers worldwide are deeply rooted in their culture, traditions, and dining habits, while regulations and distribution systems vary significantly by market. To sustain long-term export growth, tailored regional strategies are essential. In 2025, the focus will be on further expanding exports with cooperation from industry stakeholders, particularly in Southeast Asia, Latin America, and Central and Eastern Europe.
