November 20, 2025 — The Japan Sake and Shochu Makers Association (JSS) held a masterclass on Japanese sake during the “ASI Best Sommelier of Asia & Pacific 2025” competition in Kuala Lumpur, Malaysia, this autumn, attracting strong interest from sommeliers around the world.
At the event, ASI President William Wouters — representing more than 40,000 sommeliers globally — commented: “Today, no one is surprised to see sake listed on the menu of fine dining restaurants. Thanks to our collaboration with the JSS, sommeliers and guests can now confidently choose sake.”
The Growing Importance of Sake Education for Sommeliers
The export value of Japanese sake has increased by approximately 80% over the past five years (2020–2024), with particularly strong growth driven by the North American and Chinese markets. Since officially partnering in 2022, JSS and ASI have been promoting sake education worldwide. In particular, a blind-tasting grid for sake has been developed based on ASI standards, placing sake evaluation on par with that of wine and spirits.
Reeze Choi, the Hong Kong sommelier who won the title of Best Sommelier of Asia & Pacific 2025, emphasized the importance of learning about sake: “Sake is more than just a beverage — it is the embodiment of Japanese culture. It has now become an essential category for all sommeliers to understand.”
During the masterclass held at the event, Mr. Sean Ou, who leads the JSS Singapore Support Desk, introduced the appeal of sake, explaining: “Sake has a high concentration of amino acids, giving a distinctive depth of umami. Because it is low in acidity and contains no tannins, it pairs beautifully with a wide range of cuisines.” He also noted that: “Sake is preserved through hi-ire (pasteurization) without using sulfur dioxide or nitrites,” appealing to today’s health-conscious and natural-leaning consumers.
(credit: ASI / Andy Kho Photography)
JSS also organizes the “Sake Study Tour for International Industry Influencers,” which invites overseas sommeliers to Japan for brewery visits and cultural experiences — a key initiative to deepen understanding and expand international sake education.
A New Chapter: Fine Dining and Sake in Harmony
Reflecting on her early experience introducing sake in New York 15 years ago, Hiromi Iuchi, Senior Manager of JSS’s Overseas Operations Department, said: “The biggest challenge back then was getting sake listed on the menus of non-Japanese restaurants. Now, that barrier is gradually disappearing. Currently, six of France’s 31 three-Michelin-star restaurants list sake — around 20% in total.”
Sake is increasingly appearing in non-Japanese restaurants in other markets. At Burnt Ends (one Michelin star, Singapore), 20 types of sake are offered alongside Australian wines. In Hong Kong, L’Atelier de Joël Robuchon also includes sake on its wine list.
Even in emerging markets, interest is rising. Wanjiru Mureithi, president of the Sommelier Association of Kenya — a country with only 40 certified sommeliers — said: “The Japanese sake masterclass was a great discovery for me. I want to share what I’ve learned with sommeliers back home.”
Toward Further Expansion of Sake Demand
Akira Koga, Managing Director of JSS, remarked: “Sake consumption in Japan is dropping due to declining demand for alcoholic beverages in general, but the growing overseas interest in sake is deeply encouraging. We hope that this global momentum will also revitalize the domestic market.”
JSS will continue to strengthen its collaboration with ASI, promoting international educational programs and cultural exchange to further enhance understanding of sake and expand its global market.
