Japanese Sake Exports Surge 80% as Fine Dining Embraces Traditional Brew Worldwide

Japanese sake is gaining new ground in the world of fine dining, as sommeliers across the globe show growing interest in the traditional beverage. This autumn, the Japan Sake and Shochu Makers Association (JSS) hosted a masterclass on sake during the “ASI Best Sommelier of Asia & Pacific 2025” competition in Kuala Lumpur, Malaysia. The event drew participants from many countries and highlighted how sake is becoming a regular feature in high-end restaurants.

William Wouters, president of the Association de la Sommellerie Internationale (ASI), which represents more than 40,000 sommeliers worldwide, noted that sake’s presence on fine dining menus is no longer unusual. He credited ongoing collaboration between JSS and ASI for helping sommeliers and their guests feel more confident about choosing sake alongside wine and spirits.

The export value of Japanese sake has risen by about 80 percent over the past five years, with North America and China leading this growth. Since forming an official partnership in 2022, JSS and ASI have worked together to promote sake education internationally. One result is a blind-tasting grid for sake based on ASI standards, which allows sommeliers to evaluate sake with the same rigor as wine or spirits.

Reeze Choi, a sommelier from Hong Kong who won the title of Best Sommelier of Asia & Pacific 2025, said that understanding sake is now essential for professionals in his field. He described sake as more than just a drink, calling it an important part of Japanese culture.

During the masterclass in Kuala Lumpur, Sean Ou from the JSS Singapore Support Desk explained some of the qualities that set sake apart. He pointed out that sake contains a high concentration of amino acids, which gives it a deep umami flavor. Its low acidity and lack of tannins make it versatile for pairing with many types of cuisine. Ou also highlighted that sake is pasteurized without sulfur dioxide or nitrites, which appeals to health-conscious consumers.

JSS has also launched programs such as the “Sake Study Tour for International Industry Influencers,” inviting sommeliers from abroad to visit breweries in Japan and experience local culture firsthand. These efforts aim to deepen understanding and appreciation of sake among industry leaders worldwide.

Hiromi Iuchi, senior manager at JSS’s Overseas Operations Department, recalled her experience introducing sake to New York restaurants 15 years ago. At that time, she said, it was difficult to get non-Japanese establishments to add sake to their menus. Now, she observes that this barrier is fading. In France today, six out of 31 three-Michelin-star restaurants serve sake—about 20 percent overall.

Sake’s reach continues to expand beyond Japanese restaurants. At Burnt Ends in Singapore, which holds one Michelin star, diners can choose from 20 different sakes alongside Australian wines. In Hong Kong, L’Atelier de Joël Robuchon includes sake on its wine list. Even in countries where sommelier culture is still developing, such as Kenya, interest is growing. Wanjiru Mureithi, president of the Sommelier Association of Kenya, attended the masterclass and expressed enthusiasm about sharing her new knowledge with colleagues at home.

Despite declining alcohol consumption in Japan itself, Akira Koga, managing director of JSS, sees hope in the rising global demand for sake. He believes that international interest could help revitalize the domestic market as well.

JSS plans to continue its partnership with ASI by expanding educational programs and cultural exchanges focused on sake. The association hopes these efforts will further increase understanding and appreciation for Japanese sake around the world.