The Japan Sake and Shochu Makers Association (JSS) has published its 2024 export report, revealing impressive growth in both value and reach.
The total export value of sake increased to JPY43.5bn, up six per cent on the previous year, with 3.45 million cases (9L equivalent) shipped to a record 80 countries, marking a steady expansion of global demand for Japan’s traditional beverage.
In a statement about the report, the JSS said: “Since 2020, the value of sake exports has grown by 1.8 times, the average unit price has increased by 1.3 times, and the number of export destinations has expanded by 19 countries. Premium sake markets have been particularly strong performers over the past five years.”
Asia remains the dominant region for sake exports, accounting for 61 per cent of the total export value. However, there was a slight decline in the region year-on-year. South Korea, in contrast, saw a remarkable 29 per cent increase, with Thailand and Malaysia also showing positive results.
In North America, sake exports grew by 27 per cent, driven largely by the adoption of the drink in fine dining establishments. Western Europe also saw an 18 per cent year-on-year increase, with exports expanding 2.5 times over the last five years. The United Kingdom and France were key drivers, with the UK’s sake exports growing threefold and France’s nearly tripling.
The JSS added: “To further increase global awareness of sake, JSS has focused on enhancing international partnerships, particularly with the Association de la Sommellerie Internationale (ASI) and the Union de la Sommellerie Française (UDSF).
“In 2024, JSS conducted a masterclass at the ASI Boot Camp in Spain, aiming to educate young sommeliers about sake. The association also participated in key international trade fairs, such as ProWein, ProWine São Paulo, and the Warsaw Wine Experience, to expand distribution channels.”
A major milestone in 2024 was sake’s inclusion in the service task at the finals of the ASI Contest Best Sommelier of Europe, Africa, and the Middle East, further increasing its recognition among sommeliers worldwide. The same year, Japan’s sake-making traditions were officially recognised by UNESCO as an Intangible Cultural Heritage, providing a significant boost to its global presence.
Looking ahead, JSS said it is targeting expansion into Latin America, Eastern Europe, and Southeast Asia in 2025 as part of its strategy to continue driving export growth and increasing the global reach of Japanese sake.