UNESCO has officially registered Japan’s traditional brewing techniques, including sake, shochu, and awamori, as Intangible Cultural Heritage. With Kyushu and Okinawa accounting for over 400 shochu and awamori distilleries, regional producers see this recognition as a boost for global market expansion. Kyushu’s shochu production dominates over 90% of national output, earning it the title “Shochu Kingdom.”
Distillery tours and overseas promotional efforts are increasing. For instance, in November, foreign residents toured a Miyazaki brewery to learn about shochu production. Additionally, Kagoshima distillers hosted French buyers, while Okinawa producers highlighted awamori’s versatility at international expos, gaining acclaim. Despite lagging behind sake in exports—¥1.6 billion versus sake’s ¥41 billion in 2023—producers aim to leverage this recognition to raise awareness and drive export growth. Source: National Tax Agency
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