Japan sake producers turn to exports and tourism as domestic demand falls
Japanese sake producers are trying to revive the drink through exports and tourism as domestic consumption has fallen by 70 per cent since the 1970s, with exports at a record last year.
The Full Story
A plain summary built from the channels that reported this story.
Japan marked World Sake Day on 1 October, the traditional start of the sake brewing season, as producers looked for ways to reverse a long slump in domestic demand. The drink is made from rice, water, mould and yeast, and has been part of Japanese culture for two millennia. But consumption at home has fallen by 70 per cent since the 1970s, and the industry has shrunk sharply.
At Ishikawa Brewery in Tokyo, an 18th century site, the decline is easy to see. CEO Yahachiro Ishikawa said production is now one-tenth of what it was 36 years ago. The brewery's tanks are empty, with nothing inside. Across Japan, the number of sake breweries has fallen from around 30,000 at the end of the 19th century to just 1,300 today.
The market changed after Japan opened up to foreign trade. Beer, wine and whiskey entered the country and reduced sake's share of drinking. Younger generations also drink less than earlier generations did. Breweries have been disappearing from Japanese towns as a result.
Producers are now looking overseas for a lifeline. Japanese sake exports have been growing, reaching a record 45.9 billion yen, or around $300 million, last year. Breweries are also trying to attract foreign visitors through tours and tastings. The aim is to make up for weaker sales at home with export revenue and tourism.
Sake remains closely tied to Japanese identity. One message from the industry was that the drink is deeply rooted in Japanese culture and is something Japan is proud to share with the rest of the world. The taste of sake seems to be travelling farther than ever, even as breweries vanish from many towns.
On screen
Stills are sampled automatically at 60-second intervals. Where shown, the still is the nearest available frame from the relevant broadcast segment and is included to show what was on screen during that part of the broadcast. A still may not correspond to the exact second of a quoted phrase.
Key Claims
Claims reported during this story's coverage, grouped by how many channels reported each one. Select a dot to see the source excerpt.
| Claim |  |
|---|---|
| Only on one channel | |
| Japanese sake consumption has fallen by about 70 per cent since the 1970s. | |
| Japanese sake exports reached a record 45.9 billion yen, around $300 million, last year. | |
| The number of sake breweries in Japan has fallen from around 30,000 at the end of the 19th century to just 1,300 today. | |
Channel Perspectives
What each channel focused on, with key quotes.
The BBC used World Sake Day to explain why Japan's domestic sake market has shrunk and how producers are seeking export and tourism revenue. Its report mixed market figures with a visit to an 18th century Tokyo brewery, using empty tanks and falling brewery numbers to show the scale of the decline. The tone was explanatory and cultural, closing on sake as a symbol of Japan rather than on policy or business strategy.
- “Japanese sake exports have been growing, hitting a record of 45.9 billion yen or around $300 million last year.”
- “The number of sake breweries like this one has plummeted from around 30,000 at the end of the 19th century to just 1,300 today.”
- “Sake is deeply rooted in our culture. It's something we are proud to share with the rest of the world. It's a symbol of Japan itself.”
Broadcast Timeline
News broadcasts tracked for this story, in time order.